This question has been asked to me several times: What do you mean there is no dialogue between fashion brands/retailers and consumers? Of course there is. Consumers communicate what they want by paying for it. So what you are offering with the design system that you have developed Hasmik is great, but it’s not really something new.
I do agree that buying something communicates that the person in the shop has a reason to like the garment to the extent of being prepared to pay for it. That’s great, but that is the least communication possible between two parties. One of the things missing in this communication is further information of what the reasons were, why the consumer decided to buy the garment. Yes selling the garment was a success, but if you as a fashion brand don’t know what caused the success, it is hard to repeat the action with 100% certainty of gaining the same result. Next to this the fashion brand will not know what could have been designed even better (fit, material, details) to take into account when creating the next collection. And finally consumption is a minimal, one way communication and not a dialogue.
Can you imagine this kind of communication with your doctor? With your friends? No, of course not. You have to have a dialogue with your doctor because you need to communicate your problem to him. He needs to ask you several questions to gain all the information needed to help you as well as he can. The same goes to your friends. Would you be able to build a relationship based on trust and commitment with people you consider to be your friends if there would be no dialogue? Imagine your friend sending you an invitation to the cinema. If you come to the cinema and pay for your ticket, she will know you liked the idea and you can both enjoy the movie. When the movie ends you would separate and go home without saying a word to each other. A dialogue is not necessary since you already have communicated that you liked the idea of going to the cinema by paying for the ticket. How awkward would this be??
What I am suggesting with the design system that I have developed, is a 5 step process for building a relationship based on commitment and trust with your customers and answering their (physical and psychological) needs with the clothes and services that you offer as a fashion brand/retailer. I have tried it on a smaller scale until now with the project Patch and it really works! If you would like to know more about the design system, about the 5 step process and about how you can use it within your own brand, don’t hesitate to contact me.
For now I would like to ask you two questions:
- As a fashion brand or a shop, what kind of information would you like to gain from your customers?
- As a consumer, what would you like to communicate to fashion brands regarding the clothes-offer in the shops?
Please leave your comment below.
Towards a better fashion,