Buying is feeling

When, as a consumer, you choose every morning the clothes you want to wear, you have, consciously or not, a secret conversation with yourself about how you want to feel and be perceived by other people.

Fashion is one of the most obvious territories where storytelling is helpful. Because it’s not that simple to have people differentiate one white t-shirt from another white t-shirt… without expecting them to read the label first. Fashion brands need a good story to share so that their customers know why they want to pick up their t-shirt in the store.

Sometimes the designer has a very strong personality or a very original vision of what fashion should be. And he or she should stick to it - or at least begin with it, in case it becomes a hit.

But sometimes you're not confident enough and you need to hear what really moves the people you want to reach. They won't reveal something you didn't know but they'll probably confirm something you strongly believe but weren't sure other people thought too.

The "what do you feel" interview?

Three Canadian journalists, Leanne Shapton, Heidi Julavits and Sheila Heti, asked 600 women very thoughtful questions to dig into this hidden truth. Or at least one aspect of it.

  • "Do you remember the first time you were conscious of what you were wearing?"
  • "Do you notice women on the street?"
  • "Was there a point in your life when your style changed dramatically? What happened?"

The authors give more detail about their process in this 5-minute interview to the New York Times Style Magazine website.

For those of you who work in fashion or in a field that’s tightly related to building one’s personal identity (like food or home design), you probably wish you could read the answers that 600 women gave to their survey...

Well, guess what? It’s totally possible, for free!!! Here you go.

readWomen in clothes (website)