Below is a recently published post that I wrote for Maker's Row discussing "4 Critical Questions to Ask Before Designing Your Line." As a creative biz consultant and entrepreneur, I work with a lot of creatives and often experience the same challenge. The line or collection is designed but it isn't selling. WHY? Having worked with designers for many years, I've learned a few tips on how to avoid making costly mistakes. This is a must-read for designers, "maker's" or anyone who would like to work with designers and product developers.
"Be educated about your competition: We live in a world where everything is accessible to everyone, including your customers." (TWEET THIS!) -Cyndie Spiegel for Maker's Row
As a creative person working on the business side of fashion, I understand that it’s easy to get caught up in creativity, but it doesn’t always serve the end result of running a successful design business. Allow ideas to flow freely and be sure to jot or sketch them down. However, before you formally design your line, there are four key questions to ask that will save you a lot of money and hassle, in the long run.
1. Who is my customer?
Thoroughly define who your customer is and GO DEEP. In the current market place, understanding basic demographics and psychographics isn’t enough. Know where your customer hangs out and with whom, what blogs they follow, what television shows they watch, and who they aspire to be. Allow them to be your muse. Create a persona for them and understand as much as possible about how they live. Hopefully, you are creating a product or collection that helps them experience life in a better way. You can only know that if you are crystal clear about who they are.
Read here for the rest of the post. I hope you find it helpful. Leave a comment in the box below and let me know what you think.