Brainstorms

Why a Mood Board Can Help You Connect with Your Customer

It’s a tip from Michael Kors.

Published

1 year 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.

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.