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Why a Mood Board Can Help You Connect with Your Customer

It’s a tip from Michael Kors.

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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.

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected]instoremag.com.

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