The personal connection is critical, and always will be. But what does a personal connection with a fashion brand look like? Speaking as a designer and a conscious shopper myself, if I can learn about who the founder is or who the team members behind the product are, I’m more inclined to shop and support the brand. Especially if the story they are sharing makes me think and appreciate their journey. 

Let's start with what this means for brands. We got into fashion for some reason and have a journey full of inspiration that will connect with customers and the wider audience that follows fashion and design. We all have that in common; we all started from some place. Just be humble and embrace it. Don’t be afraid to be vulnerable in sharing your mission and story with your customers. Before you know it you will have a stronger customer base. Not only will they support your brand but they will feel more engaged. This awareness will lead to positive testimonials with word of mouth and will convert into new potential shoppers.

Dr. Brené Brown, researcher, professor, and noted TED Talk presenter, teaches that vulnerability builds connection and trust. Sharing your personal journey helps your consumers “see you.” I once had a fear of letting others know I was from Mississippi (Yeah, I know Oprah is from there...why worry?….I get it.). I did not want to encounter the stigma that might come from what other folks might think of southern people at the time. However, as I grew in my life and career, I realized that thinking this way was just silly. Besides, I can’t inspire the next generation of young designers with that type of thinking! It turns out folks from New York love southern people. It's a breath of fresh air to work with someone with a bit of southern charm y’all! Vulnerability affords us the opportunity to own our sojourn and encourages others to do the same. It makes you instantly relatable. Now more than ever customers are home cruising social media. So, while they do that foster meaningful content that gets personal and builds those connections.

As luxury top-tier brands are raising prices to counteract the impact of the pandemic I have seen a lot of ads on social media promoting the next "big" thing in fashion, conveniently linked to a glossy and chic website. Unfortunately, the average consumer may have been hit hard by this pandemic and spending money is the last thing on their minds. 

For my fellow customers and design industry followers; let's be honest, what inspiration do J. Crew, JC Penny, or Macy's have to offer in modern times? "Who" are they? Michael Kors and  Ralph Lauren have articulated clear brand stories that are centered on unique visions that they articulate consistently. But, as I've pointed out elsewhere, even these brands have their limits. 

Take Belgium born fashion designer, Dries Van Noten, for example. I have always admired his approach to design and production. He uses direct inspiration from his life - traditional textile and tailoring techniques as well as prints and designs inspired by what he finds beautiful - tapestries, renaissance art, and even flowers from his home garden. He also exemplifies a hands-on approach throughout the process and fine attention to creating garments with craftsmanship, flouting the trend towards fast fashion and mass-produced commercialized goods. This attention to craftsmanship is the cornerstone of Dries’ story and core values as a designer. As someone who believes that fashion can be wearable art, I think his work is timeless and always worth the investment when I have the money.

Some large brands, like Patagonia, are built on principles, which has been a winning and pro-social proposition in recent years. But what about new brands that we are shopping from online? Look at the "About" tab on their website and read their story. Who is the designer? Where are they from? Where are they now? What are their business practices? Check online to see if they're owned by some faceless behemoth.

The simple truth is, if we're buying something that is meaningful to us, we owe it to ourselves (and our wallets) to do our homework. Brands and customers will all need to stand up for our principles to help heal our economy and share beauty through these connections.  Once the pandemic has eased, consumers will wonder where your brand was when we were in lockdown. Did you champion a new path forward and connect or did you stand back and watch from underneath our bed linens. In a time where so many of us have no voice, fashion and the current zeitgeist can be transformed to inspire everyone and bring people hope. There is a transformative power of fashion, and it's time for our industry to be more mindfully conscious and create creative ways to add meaningful value and engage.