Brainstorms

Why a Mood Board Can Help You Connect with Your Customer

It’s a tip from Michael Kors.

Published

5 years ago

February 24, 2020

INSTORE Staff Instore March 2020 Issue

Why a Mood Board Can Help You Connect with Your Customer

In her recently posted MasterClass on management, Vogue editor-in-chief Anna Wintour notes that one of designer Michael Kors’ greatest strengths is that “he understands absolutely who his customers are and responds to that with his creations.” To achieve something similar, she recommends setting up a mood or inspiration board in your back office, where you and your staff pin up visualizations of “who your customer is,” and other insights such as where you think she goes for holidays, where you think she might live, whether she is married or has children, and what kind of culture she is interested in. “All of this will feed into what you’re putting out there for the world to see and absorb and delight in,” Wintour says.

Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration

After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years." Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations. The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.