Wednesday, November 3, 2010

My target market.....

I've been getting sound business advice from specialized professionals in the fields of Photography, Business, Marketing & Advertising. I've leapt inside the web for hours, absorbing free information and tips from various resources.
I've learned that the "way to go" as far as becoming a successful Fashion Designer is actually pretty well laid out, with plans, strategies, predictable outcomes and how to reach them. Although not is possible and actually probable IF you have a great product AND you don't get discouraged and give up!
I have never been one to conform to "the way to go" in any part of my life. All of those "black sheep" cliches apply to me.
Just the other day, my trainer asked me why (and that everyone else wondered, too), WHY on earth do I keep my Thoroughbred's mane long? Ha! (I thought). My mare is in training for Dressage. There are strict rules and guidelines regarding manes, tack, dress, etc., if you seriously want to "make it" in that arena (pardon the pun).
Well, I said.....because it's beautiful AND I like it. It is, and I do. That simple.
I have always questioned everything and more often than not, have come up with different answers than the accepted ones. Not that I'm smarter, just a bit braver, maybe, and maybe a bit rebellious....? 
 Secretariat's great great granddaughter...."Jewel of the Cat".....(Storm Cat foal)

So, I need to reach my target market. Then, I need to seduce them with beautiful models, probably something sexy, maybe something edgy.....creating an image that the consumer will further along in their own imagination and fall in love....with my product. Then I will be successful and my products will be in high demand!
Sadly (to me) that's probably true. 
I won't go that way. I don't like what it says, what it portrays, how it teaches the public to be sheep.....herded and told what is good and what is not.

I happen to love my designs. Why else would I make them? Sometimes I won't sell one, because I just have to have it for myself. 
So, then all I have to do is find other women out there that are like me!
The funny part is that I do not like shopping, I do not like being told what's in and what's not, I happen to like keeping my cashmere sweaters year after year and my wool slacks and jeans year after year. I love finest quality textiles, don't mind paying for them....and they laaaassst. Classic styles, I find Audrey Hepburn....and today, Rene Russo. Update the quality classics with the right accessories! 
I find myself,even, being seduced by some of the J Crew catalogs of late. They have the most beautiful models and photographs...I can't help but love cover to cover......but, I go no further, since they have all of their products manufactured in China. There's always an ethical element involved for me. I think.
So, I am adopting a slogan for my new shop. "Keep the wardrobe......transform it with the right accessories". It's better on the environment, on our wallets and on the battle to remain "in" which changes from week to week.
Take that black turtleneck and that dark gray pencil skirt to heights challenging today's fashion, with a beautiful leather bustle.....or a feminine trio of red roses at your waist.
Because YOU like it. Because it's fine quality. Because it's NOT available at Nordstrom's or Saks.


  1. Not sure the path is so strictly laid out, but yes, I guess there are some things that work, hence they're used a lot :) Hope you find your own path :)

  2. Understanding what your target market wants and needs is a good reference point for putting together a product line. Most customers put a premium on products that deliver quality and value for money. Strive to fulfill these demands.

    Dylan May