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Design & Style

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.

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


Design Your Brand

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.



Reviews

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

Great classes! Diane is such an inspiration of entrepreneur and passionate woman. The classes are really easy to understand and even easier to apply the concepts in real life.

Love her and the gems she shared - not just about the business of fashion but the importance of character and reinventing yourself!

It's incredible how Diane has inspired me from the very beginning in this master class. Not just to be a designer, but to be a successful person.

Very educative and would definitely be used as a compass through my fashion entrepreneurial journey......thank you Diane


Comments

Bettina

I got way more from this than I expected. Some Masterclasses are seriously light on detail, very waffly and repetitive, but with this one, I started taking notes and not about building a fashion brand or business but for my hobby of ceramics and pottery that I would like to turn into a business one day. So inciteful, thank you, Diane!!

Melissa T.

The word icon is used frequently today, DVF is a true icon and beauty! So much knowledge here for anyone in any industry.

Shadana C.

She is so beautiful, I Iove her as a person and what she represents. Everything about her is genuine.

Axpic P.

I've never thought that consumer in principle is any different from reality. Always thought all customers is the best customer. Interesting insight.

Suzanne T.

Working in retail and connecting with customers is key...so important!! During my 35 year fashion design career that was the most informative times..the customer tells you what they want. They love to tell you what they want. And don’t underestimate them, they know a lot about fit, fabric and production areas and methods. It always surprised me when they begin to talk about standards and quality of production in different countries...!

Suzanne T.

I love the humanity and humility of DVF she makes fashion feel far more accessible

A fellow student

This is not for the first time someone has told about being closer to your customer helps . But this is told by a lady who has build her own brand. Being in retail store teaches you a lot big retailer teaches you process , system , logistic . Small one has the opportunity to be closer to the actual consumer who pays.

Marian L.

Connecting with your consumer. Wise words. In following the development of my BnB brand discussion, it leads me to fo back into my records to see who it is that I am attracting already. It would help define our menus more directly.

Marian L.

Talking to your consumer and seeing what they want applies to every sales person. We are developing our BnB brand and every lesson has been translatable. In this case our BnB is also a meeting and discussion place. We are developing a 5 session seminar on climate change. Last year it was on aging. Because of this lesson, I am more open to hearing what people would like to come to and be involved in. Thanks!

Ona B.

True! Especially when she said it is very important to talk to the clients, know the reason why they are buying the dresses then out of the survey we have to create something unique that should show the designer's signature and at the same time must be desirable for the customers. So I have to improve my communication skills!