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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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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.

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Moving Up — Not Out — with Wilkerson

Trish Parks has always wanted to be in the jewelry business and that passion has fueled her success. The original Corinth Jewelers opened in the Mississippi town of the same name in 2007. This year, Parks moved her business from its original strip mall location to a 10,000-square foot standalone store. To make room for fresh, new merchandise, she asked Wilkerson to organize a moving sale. “What I remember most about the sale is the outpouring excitement and appreciation from our customers,” says Parks. Would she recommend Wilkerson to other jewelers? “I would recommend Wilkerson because they came in, did what they were supposed to and made us all comfortable. And we met our goals.”

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