If one size doesn’t fit all…

If we offer everyone the same blouse from the collection “Integration” that is exactly the same  - the same colour, same design, same material, same washing advice etc.-  some of the people might say:

-         It’s not my colour!

-         It’s too big for me!

-         It’s so old-school!

-         It needs to be ironed every day!

But if you have decided to be successful, you will ask your client for feedback and observe what they really like to wear.

Suppose you design a new blouse for, let’s say, a Russian target group. On the catwalk the new blouse looks so beautiful, but when people finally have it and  try it on at home… “No no. It’s not my colour, it’s too big for me, it’s so old-school and it needs to be ironed every day. Thank you, but no thank you”. 

Some of them might even be angry and say  “How many times do we have to say we don’t want a blouse, we need a jacket?”

But there is another group of people who think the blouse they saw on the catwalk is so beautiful and they try to wear it. For them it’s too big, but with a belt it might look cooler. For those who think it doesn’t have enough colour, they might add some accessorises. For those who think it’s too old-school, they might redesign it a bit until it suits them, and so on.

The owner of the brand has to admit that they used quite cheap material and also the design is a bit of copy-paste, but let’s face it: “We are just a start-up company. In the future our aim is to use original designs, only the purest silk, and the variety of sizes will be broader.” At least, that’s what the “Integration” collection designer says.