Design & Style, Business

Connecting With Your Consumer

Diane von Furstenberg

Lesson time 07:36 min

Learn how to identify your consumers and build relationships with them. Brand loyalty depends on how deeply your consumer values your brand.

Students give MasterClass an average rating of 4.7 out of 5 stars

Topics include: Discovering Your Consumer


Hello. It's very nice to be here, and I'm delighted to have such a big crowd. I'm delighted to have such a young crowd, too. I have been to more stores, more malls in more different states and cities that you could possibly imagine. But I've learned so much. I've learned about women. I've learned about their lifestyle, about what they want, why. And I mean, it's been so important to my own business to find out where my things are sold. After the show I'll be there next to piles of my book. And if you're interested, I'll be very happy to talk to, you about it or anything you want. In such a saturated market place, you stand out if you have something unique. You stand out if you speak to people in their heart, or if you create desire. If you really want to do that, then you have to offer something unique, and you have to offer it in a unique way. And you have to be as honest and as direct and as true to yourself as you possibly can. I have always been connected to the customer because I was so proud at the first customers that I met, that they were actually paying and buying what I made. It made me feel so special and so privileged. So I was interested. Why and how? And then after that, it was always about pleasing them, right? I mean, paying attention is one of the most valuable thing and one of the most compassionate thing you can do. Pay attention to who you're talking to. They are a person. Listen to what they say. Then you will learn you know? So paying attention is a way to connect. And if you open yourself, then they will open themselves. And connecting is important. Now the fact that that little dress gave confidence to so many women has not everything is because of me. I promise you it isn't. That's why I say I made the dress, but really the dress made me. But somehow the combination of the two of us worked into as I was becoming the woman I wanted to be, I was making other women be the woman they want to be. You learn everything from your consumer. So be on the floor, talk to your consumer, find out, talk to them. Today they call that data. Data, data, data. Well, it's data. It is information. It's being in touch with your consumer, who is she, what are they buying, why? When I first started, I had no consumer in mind. I barely knew anything. I was 23 years old. But I liked those dresses on me, and I wore them, and people liked them. And they were not expensive. They were fun. They lasted well. You could take them to work. You could take them to go out. I totally, totally recommend, for anyone who's selling anything, to go and meet your consumer. There's no way you can be successful if you don't do that. I think that to work in retail is a great, great training, no matter what you design, no matter what you make. Whether you go in a big store, you will learn about systems, you will learn ab...

About the Instructor

In her 20s, Diane Von Furstenberg convinced a textile factory owner in Italy to let her produce her first designs. With those samples, she flew to New York City to build one of the world’s most iconic and enduring fashion brands. In her first online fashion design class, Diane teaches you how to build a brand. You’ll learn how to create a visual identity, build loyalty, stay true to your vision, and launch your product.

Featured Masterclass Instructor

Diane von Furstenberg

In 17 video lessons, Diane von Furstenberg will teach you how to build and market your fashion brand.

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