Many enmerging designers say they don't look at fashion magazines or the big collections because they don't want to be influenced by others. But you can't have your head buried in the sand and ignore fashion or what is on the stress. Whether and not your line is trend driven, you need some sense of trends, because editors and buyers think in those term. On the other hand, don't chase trends too heavily or you will dilute your identity and make it difficult for buyers to know what to expect from you. Stay focused on your customers. Pink sequins might be dominating the magazines and flyings out of the stores, but if your customers won't wear them, they shouldn't be in your line.
Approach trends from your unique point of view. Robert Burke, consultant and former senior vice-president of the fashion office and public relations of Bergdorf Goodman, said that they pick up menwear designer Thom Brown because they noticed a trend in young men wanting to dress up and wear a jacket, but not look like their father.
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