One of the biggest sources of inspiration for indie buyers is not necessarily the catwalks or celebrities, it’s their customer.
One of the biggest sources of inspiration for indie buyers is not necessarily the catwalks or celebrities, it’s their customer. Of course that customer may themselves be informed by those catwalks and celebrities, which is why we can’t ignore them, but many a buyer has told of the confidence of their customer in knowing exactly what that they want.
Proximity to the customer is one of the major benefits of being an indie. On the high street a customer is highly unlikely to be served by a chain’s owner or buyer (though of course the best retail bosses always take time to walk the floor). But waiting for a customer to tell you what they want is often to be leaving things a bit late, unless of course they have the forethought to tell you what they may want to wear in six months’ time, which would make them truly sophisticated (and unusual).
So how do you pre-empt the demand? One of the things you can do is consult WGSN Boutique’s vast Street Shots section, which tracks bubble-up trends on a global basis across all demographics and product areas. It also shows you which trends are trickling down from the catwalk and how the person on the street is styling them.
It’s a treasure trove of inspiration and can keep you one step ahead of your most demanding of customers (find out how to use it on p42, or visit www.wgsn-boutique.com).
Lauretta Roberts, creative director, WGSN Boutique
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