Trendwatch: Fashion Brands Get Ready for Age of the Customer

November 14, 2016

"The Age of the Customer" is the next logical step after the Information Age, according to industry research firm Forrestor. How does that insight translate on the retail level? According to a trending Business of Fashion story by Nina Fuhrman, head of retail strategy for Silicon Valley's Ideo, and previously with Louis Vuitton, Gap, J. Crew, and Ralph Lauren that means interpreting consumer advice into desirable products.  She says, "shoppers expect to be active creators of their products and experiences with brands." She advocates that brands test designs with prototypes in a handful of stores before committing to putting a "perfect" product into production. Lululemon, Everlane, and Steve Madden are brands already including consumers early.

Categories: Trend Watch