Designing Across Generations
People often ask me how I draw inspiration when designing, yet what makes designing challenging is most often the discipline: the discipline of managing key elements within collections in order to keep a myriad of potential buyers interested in your product. One of the first things I learned is that you are marketing to layers of buyers and sub-categories within.
The first challenge is the boutique store buyer’s personal preferences. Frequently in her 40’s to 60’s, her preferences may tilt toward the sweeter, more classic looks that a grandmother might prefer, tempered by regional preferences. Less likely to go out on a limb, she will tilt towards the tried and true.
This has to be juggled with the next level buyer: the younger mom. This buyer is likely to be in her 20’s & 30’s and often wants something funkier, perhaps still classic but with a trendier element or twist, and bolder colors than what her mother may choose for her child.
Grandmothers tend to be big buyers for infants until about age 4. After this, they really pull back as a group due to push-back from mom as well as the grandchild’s stronger opinions and preferences.
Last, and yet most critical, is the preference of the little girl who will decide if she deems this outfit worthy of wearing. Her choices will reflect comfort, ease of wear, and most of all: the appeal to her age group. The younger set gravitates towards all things pink, girly ruffles and things that twirl - overwhelmingly in dresses and skirts up to size 6x. Enjoy it while it lasts, mom, because after this the tide turns strongly towards pants and leggings. Skirts take a back seat and need to be longer/tiered, funkier and/or wearable with leggings in order to make the cut.
Yes, it’s a jungle out there!
Lesley Fleming, Designer
Cheeky Banana - specialty children’s clothing
