Job:02-30034 Title:RP-Fashion Design Ref and Spec Book
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276 THE FASHION DESIGN REFERENCE + SPECIFICATION BOOK
(Text)
How do you successfully tune in to what your retail customers or television audience
are looking for?
In the store, it’s great because the best information doesn’t come from trend report-
ing, magazines, or hired services; it comes direct from your customer. We listen to
our clients each season, then go back, and try to find the looks. Many times, it isn’t
me bringing new lines into the store, it’s the client.
For the TV shows, we do use data. I get to know the audiences for Tim Gunn’s Guide
to Style and The Rachael Ray Show. The greatest tool today is the blog, so that we
can actually speak to the consumer. When I read people’s blogs and they tell me
what they like or dislike, I absolutely apply that information. The same goes for QVC:
I asked the audience to vote on different looks and we were inundated with people
expressing what style they liked best. We’re lucky that we can gather that info for
free and simultaneously can fine-tune that relationship.
As a retailer, what are you looking for from a designer?
I’m looking for quality, craftsmanship, and uniqueness in design. The designer
needs to be a good partner to me and my clients, offering special events, trunk
shows, etc. These initiatives truly give clients a deeper understanding of what
they’re investing in.
What advice could you give to designers about working with stylists?
Designers should be open to working with stylists and specifically listen to their
feedback on the function of the design. Stylists deal on a personal level with the
customers and get a real sense of what they want. Sometimes designs become
limiting even though they’re beautiful. People need design to be more functional.
Designers should know how to make things work from dawn to dusk. Today, I’m try-
ing to figure out what can I wear to both an afternoon meeting and an evening event
because I have no time to change in between. If designers want to remain success-
ful, they need to stay focused on everyday apparel.
Working with celebrities should be a collaboration. We stylists are the middleman,
we act as the matchmaker. The service needs to be there from the designer. The
designer has to be flexible and be committed to the relationship. Sometimes that
means tweaking concepts or coming up with a new idea. I work closely with design-
ers who will do that because I need to please my customer. Even if I love the design,
I won’t refer designers if they aren’t committed.
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PERSPECTIVES GRETTA MONAHAN:
STYLE EXPERT
Job:02-30034 Title:RP-Fashion Design Ref and Spec Book
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