Who Is My Customer? Market Research for Fashion (Starting a Fashion Company Series)

In the first Starting a Fashion Company video I discussed the importance of understanding your customer and why. In this video, I go over how to figure out who your customer is, how to conduct further research, and how to refine your audience through social media.
Come find me at zoehong.com
MENTIONED/RELATED VIDEOS:
Starting a Fashion Company Series: • Starting a Fashion Com...
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Talking About The Fashion Industry playlist: • Talking About the Fash...
Drawing Clothes on Bodies playlist: • Drawing Clothes On Bodies
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[@zoehongteaches]

Don't forget the AUGUST 13 LIVESTREAM will start at 11am Pacific time! See you there!

[@houseofghysel897]

Who the hell is that one person who thumbs downed the vid? This advice is priceless!

[@zoehongteaches]

That person probably wasn't my customer. hahahahahahahaha~

[@gigglesjumps2433]

Priceless!!!!!

[@Y.HAJ.]

All her advices are !

[@xxissamexx]

"Fashion is like Swiss cheese - saturated, delicious but full of holes." OOOOOF! WELL SAID!! Also the fact that you connected fashion and food here (which are two of my absolute favourite things!)

[@zapricorn]

Im a fashion design student at university and I’ve learned so much more from your videos than from my teachers, and that’s the teaa

[@allana4465]

which university? a reply would be super helpful please!

[@milacruz3970]

Literally, I studied for 3 years and they didn't teach me any of this lol

[@ladyjunon6305]

I already had a customer in mind, since I noticed this huge gap in the sustainable market. Most brands in this market either offer super artistic garments that no one could wear in real life or offer overpriced basics in dirty colors and styles that don't even flatter the size 2 model who's wearing them. I've also noticed that sustainable brands have somewhat neglected the European and Asian markets and don't sell sizes bigger than a small 8. They also overuse the word 'sustainable' to the point that it becomes meaningless. My ideal customer is a 25 - 45 year old woman, so she's not super crazy about trends. She values her uniqueness and individuality, so no excessive grey and beige. She has a well paying job and values quality over quantity so ideally, I can sell dresses at around $400 - $600 and coats for $700. The styles will be designed to appeal to an European and Asian customer, who generally have a more unique style, but want to stay professional. She also has a busy life, so no fussy frills and ruffles. Details should have a purpose while looking attractive and aesthetically pleasing. She'll come to us, because she likes what we offer, not because we are sustainable and ethical despite those being integral to my nonexistent business.

[@sour3000]

Non existent business😂😂

[@tranphank388]

As a long time follower (I've been following you since highschool thanks to a classmate, now I'm in my 5th year fashion college going for a fashion business master) I just wanna say THANK YOU ZOE! The deeper I go in fashion the more I appreciate your videos ! Truly a gold mine, it's a crime you don't have more subs !

[@designingcouture]

Another stellar video that is information focused and very helpful! Market research is invaluable: it’s the fashion equivalent of The Equalizer! I once received the most valuable lesson (ever!) from my rep at the California Mart, who invited me to see for myself what people thought of my line by attending shows with her as her rep/assistant. We had a booth in all the major US cities. Repping her other lines as well as my own, I learned something very valuable about buyers (and, about myself). By far, the most important thing is to check your ego at the door, because your success is dependent on your sales, not your feelings. If you cannot accept criticism, you alienate half of your potential customers. If I shared with buyers, who approached our booth, that I was the designer, they would compliment me and maybe buy, or maybe not...no harm, no foul. Role playing as a “rep”, I found customers would be very honest - often painfully so! - because they didn’t feel compelled to be polite. While their candor could be ego crushing, it served me as the best piece of market research anyone could hope to receive, and it made me a better designer! I went from having 3 stores carrying my product to 75 in less than 6 months, because I learned that compliments confirmed what I already knew I had done well, and maybe even gave me an ego boost, but didn’t generate more sales. New sales and profit were generated in listening to what buyers didn’t like and adjusting the line accordingly to appeal to those potential new customers, thus broadening my customer base, enabling me to sell much more merchandise. Discovering what I didn’t know and what I hadn’t done well was way more profitable than any compliment. Words to live by (if you want to succeed in fashion): “Don’t take it personally...it’s just business.”

[@zoehongteaches]

Hahahahahaha I'm going to share your story with everyone now. I keep telling designers that buyers don't like talking to designers because it's awkward and they can't be honest around them and people don't want to believe me. Congratulations on your success!

[@schoolofgratitude2875]

Oh wow thats amazing

[@whiteraven8322]

OMG! I learned so much in this video and that's how I feel about all of your videos. You have done it once again thank you for the awesome video!

[@zoehongteaches]

Thanks and you're welcome!

[@amandaleekim]

I'm not even a fashion major or anything remotely close to it but I love watching your videos for some reason. You're incredibly eloquent and seem to communicate your ideas so effortlessly, as someone who struggles a lot with public speaking I'm jealous. XD Thanks for the great content, always!

[@zoehongteaches]

Thank you! I taught in a university for 5 years and I've made about 300 videos. Public speaking is definitely about practice, much like everything else.

[@sour3000]

I love watching her draw. It's hypnotic💯

[@internetresident3894]

Thank you Zoe. I especially enjoyed the part where you spoke about allowing the customers to give you clues about what they want.

[@zoehongteaches]

Honestly, it's helpful for the designer too, the ones who agonize over whether or not something will sell.

[@allishagreen4385]

I was up at 8:30am excited cause its sunday! and I know I'm get a video with great info from Mrs. Zoe ❤

[@zoehongteaches]

Good morning!

[@ContrarianBehavior]

I love EVERYTHING about this video!!!!!!!!!!! The practical advice is for ANY industry and I support all of it!!!

[@Sugafied08]

This helped me out soooo much! Thank u.🙏 I've always had trouble actually identifying who my ideal customer was

[@zoehongteaches]

You're welcome!

[@muhammadiqmal4729]

I looked up to ur videos since 2016 and eventually completed my diploma and degree. Your videos helped me to improve my works and ideations. Currently looking for my dream job in mechandising and patternmaking. Wish me luck and keep making videos for young designers. Thank you.

[@eva-mariaroviraltaterron9474]

The way you explain your topics makes me laugh, really! Apart from having a lot of fun by watching your videos, I have learned quite a few good tips. I am a professional of interior design and I find your videos very inpiring. Thanks a lot and, please, go ahead with more content!

[@abbycatherine]

Hey, Zoe! I love watching your videos. I'm going to be a freshman in college and am heading into classes this fall to follow my dream of designing, producing, and marketing my own creations. I find all of your videos so full of information that I personally would have never thought of. Just listening to you talk about and watching you draw fashion makes me feel more prepared about heading into this direction. I think that I'll definitely be taking notes on the knowledge you are so willingly giving your viewers to help them benefit as they enter the fashion world. I'm so glad I've subscribed to your channel! Honestly, this channel is a blessing!

[@zoehongteaches]

Thank you so much!

[@hagfish_]

Basically the video I was most looking forward to, ever. This is absolutely the most important thing when going into pretty much any creative freelance field. People who follow their passions would find so much more success if they can just think about who might buy their things! I know I wanted to be a painter after high school, but would be worried no one would want my stuff. But I just drew a complete blank in my brain when thinking "Who can I cater my stuff for? Who will buy my stuff?" and had no idea how to even find out. Ended up being too stressful and I went and studied computer science instead. Still which I was a painter that just knew how to tailor his work so that he could always find customers while making a living off something I love. This was a great video, but I know you have a lot more to say about it, and I would love to hear it! But I'm guessing I am going to have to pay to attend your classes to find out ;)

[@marziaabrugia6373]

Hi Zoe Hong! Sono italiana e purtroppo parlo poco l'inglese, ma faccio di tutto per tradurre le tue video-lezioni. Credo che tu sia veramente forte; ti seguo da poco (e con grande difficoltà per la lingua ed i termini che usi) ma sono sempre contenta di ascoltarti. Mi dai grande ispirazione! Continua così :)

[@joycelynotchere4712]

Zoe! Zoe! Zoe! One of the few best happenings in 2020 for me. Wow. u r a wealth of knowledge for people like me. I pray for u. Gold mine!

[@elizabethsadoffartadvisory4597]

Yay, even though I am creating a start-up service, I found lots of ways to repurpose your teachings into what I need to do in advance of launching. Bravo!!!!

[@merprincesspacifica]

I know this is an older video, but I wanted to shout out Peter Manning brand for making menswear for people 5’8” and under. The sizes and proportions work so well and it’s been so refreshing to see my partner in clothes that fit so well.

[@jmar8588]

Thank you zoe! Loved it when you said Sustainability is not a trend, it's the future of fashion ❤️❤️❤️

[@CheekiPanda]

you are so helpful and give an answer to questions i didn’t even know to ask. because of this and your other videos, like what are house codes, I’ve been able to write down 4+ pages of notes and learn so much about starting my own brand (even though i went to fashion school). so, thank you for sharing your experience and knowledge😊 I’m sure a lot of people feel the same way

[@tinaburnham121]

Very helpful thank you! I am doing a Diploma in Fashion Design and was struggling with the market research module. This has really opened my eyes and helped me to understand it a lot better 😊

[@Meisdumb851]

just want to thank you Zoe Hong for your work and videos very helpful 💖💫

[@mary-joykoranteng21]

THANK YOU ZOE!! You are amazing !! The wealth of knowledge just blew my mind away and is very helpful in making me write my market year for my final year in fashion design. GOD RICHLY BLESS YOU! ❤️❤️❤️🔥🔥🔥

[@galdamaanimo9752]

as always I love you!!!!! you will be my backbone and motivation for building my own brand

[@harshitagoenka9988]

i have just started with this playlist as well as few of your other playlists in subjects i have difficulty with and all ur videos are so goood and informative im super grateful to u for uploading so much knowledge and putting in so much effort..im sure its making it possible for many people to learn and do well in fashion in general!!!! amazing work !!! thanks again!!!

[@anvuhoang124]

i was literally go out from the video at 5m to like and make this comment, this is so helpful, thank you.

[@liangxiao9974]

The design is very good, the effect is estimated to be great

[@barbaragarnes7687]

Thnaks for this!!! I'm teaching entrepreneurship and fashion. This is excellent!

[@PamelaRubel]

Thank you for all this information! I still feel like a need a boost to finally start my dance costume brand.

[@zoehongteaches]

You're welcome and good luck!

[@sierrag.official5945]

Hi Zoe, I just wanted to say that this was a great video because even though my brand is already created, I have always struggled with my target customer (mostly where to find them). Using these tools will certainly help me figure out what is missing in the market. Thanks!

[@thebestkkb]

This information is priceless!! I honestly feel like I am in a fashion class! I love this! This information is going to make my company amazing!

[@Yu.Reinas]

thank you I feel I learn more from your videos than I did from Fashion School. Your super amazing to share this so thank you!

[@conradoreyes1097]

Thanks Zoe, its an eye opener... the truth on what lays before every one in the industry... thoughts to ponder by and to take into consideration... scary and challenging. 😊

[@zoehongteaches]

Challenging but not impossible! You can do it!

[@kanchanmahat8998]

this is what my life needed rn. thankyou

[@zoehongteaches]

You're welcome!

[@lilayacreations4208]

it was a delight watching you sketching!!! learnt soooo much with eyes and ears in full attention mode. thank you and bless you. seeing you figure draw a pregnant lady popped up a thought on gap in knowing more on body analysis and customizing. if in future you can help with that and also skin tone analysis. thanks!!!!!

[@fayfayb06]

This was ridiculously awesome information and advice. I'm not even in fashion but got so much out of this.

[@RavenSoulShadow]

Fantastic job, so enjoyable!

[@anitajoe4737]

Thanks again Zoe! Listen I just opened my fashion house/beauty salon. Can wait to do another FaceTime for your critique!

[@hetapatel1785]

I learned alot. I just want to say thank you for this videos. These are very helpful for me. I've been going through the steps all videos and took bunch of notes. You are doing very wonderful job dear and great teacher too.🥰

[@melaniedayne2979]

Hell yeah I learned something new today. Just took many notes while watching This video. Thank you Zoe!!!

[@MaiMagoo]

Brilliant! Thanks Zoe

[@ngoziodigbo8117]

Another very valuable video - many thanks for the knowledge shared. I now know how to progress on this

[@Blessed_Beyond_Belief]

Your videos are a blessing!! Thanks for all that you do!!! It’s appreciated 🤗🤗🤗🤗

[@vantran3638]

An amazing video as always, Zoe! thank you so much

[@zoehongteaches]

You're welcome!

[@msiddiq6413]

Always love watching your videos, keep them coming

[@Sewwithesinu]

Wow this is good for me at this stage In my business

[@leviburness4033]

But also no… to hiring marketing people… Was to damn funny. Zoe honestly when things get too much you just calm me. I may have become obsessed with your videos 😂

[@1911Coffee]

Outstanding presentation!

[@nehadebeed8483]

this video was just amazing ..very eye opening . thanks alot zoe ..or shall i call you professor. you really are ♥️

[@nehanasingh5831]

Thank you Zoe, definitely a good lesson . Learnt a lot from this video.

[@missfabidia]

This is so good. Thank you.❤

[@katyescalante9325]

Hey, Zoey! You know, there are designers as Guo Pei whose pieces are more art works than wearable clothes (at least, most of the time). In that case, how do you think that kind of designers think about their customers? Also, as you can see, I looooove your videos.

[@zoehongteaches]

Guo Pei is very aware of her customer. Her customers are super rich or they're medium rich and want to look very rich. They desire to look very rich, very important, and they want to wear something different from everyone else in the room. The most editorial pieces may end up on the runway but all these couture and luxury ready to wear designers produce more wearable pieces for their customer as well. She is not alone. Karl Lagerfeld was always talking about what the Chanel woman is like, wants to wear, etc. Versace always looks recognizable because their brand is so cohesive with a singular aesthetic for their customer.

[@katyescalante9325]

Zoe Hong Thank you!

[@Lisa-wo8td]

Great question

[@adrianduke9648]

This is great! Great info as always.

[@zoehongteaches]

Thanks!

[@karlalovato1715]

I learned a lot, I took a bunch of notes. Thank you Zoe!💕

[@zoehongteaches]

You're welcome!

[@dimisamara169]

We want to watch videos from you for ever !!!

[@jesusalivepasionporcristoj306]

👍👍 I'm Learning so much whit your videos 🥰🥰 thanks so much 🥰

[@ClaraH-m7l]

Omg I can relate so much to what you are saying 😊

[@nooralhaddad381]

Love your videos 💕 I’m learning a lot Keep it up 👍🏽

[@Joesewz]

Thank you for this!! Perfect timing!!

[@zoehongteaches]

You're welcome!

[@giadaarte]

Very professional, Zoe. seems to return to studying in fashion school. Have a nice day🌺🌺🌺🌺🌺🌺🌺🌺

[@fortysomethingbadgirls2173]

Thank you. Valuable information.

[@zoehongteaches]

You're welcome!

[@silversagapatterns]

You’re a star, thank you ❤️

[@kerrigansteger9307]

Zoe's brand of humor kills me

[@fashionconnoisseur8618]

Awesome nuggets Zoe.

[@zoehongteaches]

Thanks!

[@soulfullust8730]

Amazing, so insightful Thank you 🙏🤍🙌

[@labentineshala7349]

Hey Zoe, thank you for the amazing content. You videos have helped me clarify my own point of view and made me more and more aware and conscience of what I am creating and how I am doing it. Recently I started educating myself on sustainability, realizing that fashion is one of the most polluting industries made me think twice of my way of designing. Being a relatively new subject for mainstream I feel like we lack information.... Zoe, Could you please do a video on Sustainable Fashion, any topic would be amazing, maybe ever a series.... 🙏❤

[@zoehongteaches]

I have one--15 Ways To Be A More Sustainable Fashion Designer. It needs updating but you can start there.

[@sandramilfort9261]

You amaze me every time 👏👏👏

[@Sriranjans]

Thanx... Amazing Information well articulated to the fashion mindset.

[@SolomonWolfson]

Amazing lecture, Zoe! Thank you. 🙏🏼

[@zoehongteaches]

You're welcome!

[@angiesvibes]

Love you, thank you for the content ! ❤️

[@bean7496]

Hi, Miss Hong. I am still in high school but I want to start working on my own designs. So I am watching your videos and tutorials and then I stumble upon this one. It makes me rethink my concept My concept: global culture fashion made by artisans to get the feel of connection to a culture and make a culture known and bring it closer to the world through designs. I don't know who my target market should be or what price range or how to do thorough market research, but i will try on that. One question I have: woild this concept fly in like the next 7-10 years and is it a wise concept ?

[@darrelmobreros3046]

I love ur technique....

[@Jaylasunflower]

You make such amazing videos

[@ayelwinma6741]

It is very informative. Thanks

[@Marsha_Ann]

Wow this video is VERY informative!

[@barbarakabasu]

Thank you Zoe!!

[@akuazinuru9911]

Hi I am planning to launch my fashion label this winter, and I listen to your video, and you say to have a Instagram up and running before the launch. My question is what do I post? My drawings? My values? Fabrics? BTW, the brand is a sustainable colourful street brand which I want to promote as exclusive (due to the low bulk 15 pieces per design) but affordable. I don't know what to post on social media that will not compromise the exclusivity, plus I do not have pictures of the samples yet

[@mbotha6741]

To add to the question: how long before releasing your first collection should you launch the social media? Someone recently gave me the same advice of launching before your product is released. I have started a website and I'm blogging about what I'm doing but I am still at least 6 months away from launching a collection, if not more. I haven't created any social media accounts yet though.

[@levarohani]

You are INCREDIBLE.

[@fernlintner65]

Wow incredibly good content! Relevant and to the point. I have an incredibly narrow niche that is incredibly hard to reach. However, I know it very very well. When you say enter the market, can you give ways that that happens? Thanks for all of your hard work!

[@alexanderpons9246]

This video has so many relevant points! Yes, the good old retail label/designer/brand has morphed especially with the current young adults who used social media. I have a question Ms. Zoe Hong, you did mentioned that the PLUS Market as a whole is ignored but will they be willing to pay a slightly higher price for clothes or will they expect what their Thinner counter parts get? By the way I've been to few PLUS Size Stores and it seems as many assume that fuller figure women are all 5'9" and taller, there are Petite Plus women put there. Thank you for this channel and all the great information you share through it!

[@zoehongteaches]

Why should plus sized people pay more? More fabric? Fabric is a very small part of the total cost of a garment. And yes, everyone uses fit models that are taller than average height people. It's a problem.

[@alexanderpons9246]

@@zoehongteaches No, Ms. Zoe Hong I think at first I imagine it will cost more for the Patterns to be made with the REAL body in mind but eventually it will be cookie cutter, then again you sure know than me as you are in the business. Just a thought, thanks for your comment!

[@zoehongteaches]

@@alexanderpons9246 I don't really understand what you just said, but the key is plus sized people want to have the same options as straight sized people: lots of options, clothes that fit.

[@Nottsoaverage_]

really love your videos im starting my own streetwear brand and im struggling a bit can you do a video on streetwear fashion

[@marlecewhite7720]

Zoe: Thank you for answering my question, if you don't mind the other questions I have is what is the procedures to work with whole sale manufactures or distributers

[@zoehongteaches]

If you're talking about sales, go see my Fashion Sales playlist.

[@paulregis7069]

Can you give some advise on starting or designing your own shoe line specifically women shoes...heels flats etc?

[@GTAB89]

So valuable 🥰🥰

[@zoehongteaches]

[@kendalbrenneman]

Thank you for that! I've been pondering the idea of creating a vintage-inspired line of clothing, mainly because it's been difficult for ME to find the clothing I want. Vintage dresses are wonderful, but difficult to find in the right style, and oftentimes fragile, stained, and always one-of-a-kind. I want some nice new dresses I can LIVE in. However, I don't know if there's enough demand from others to put in the time, effort, and money to create a line of clothing. I'm aware of some other vintage inspired brands, they're small companies, and none sell the kind of things I'm looking for and want to produce. So I have no clue if it's because there's no market for it, or what. And even if I ask my followers if they like the idea - it doesn't necessarily translate into customers. So how can I find out if there's really a market for what I want to create?

[@austinepayne4196]

Thanks for these video ma..

[@moniapparel]

Wow... This is lovely information. Buh how can I determine my customer when I have a broad area in fashion business... Like you always want to go extra and not specific on one gender nor ages. Thanks

[@shuween706]

YES! We need more clothes for short people😔

[@MahmoudAhmed-io1jt]

let's say i am a self taught designer only by taking courses about fashion designing and all do you think if i have enough passion and determination (and i have both) do you think i have a chance in the fashion industry even by starting small or not? - thanks in advance

[@Secretcrushonglam]

Fantastic, informative video! Thanks for sharing ! Subbed.

[@zoehongteaches]

You're welcome!

[@reane7837]

i learned a lot , thank you

[@nayyirahsabree3536]

This was right on time. I know the niche and aesthetic I want to design for but honing in on who my target customer is an essential process in developing my business plan. Curious Zoe, ate there any resources specifically geared to defining your target market? Other than just googling(it can be a rabbit hole at times)?

[@codebrker24]

I have worked in retail for 30yrs and I would constantly have to fight to get what the customers wanted. I always would tell them " I am your customer to christ sake and you are not asking me nor making it". When I had management who did listen, we made a boat load of cash.

[@lyricalworldTv]

Hi Zoe. I love designing gowns and party dresses for all ages of women with different body types. The market is highly competitive. Who do you think I should target as my customer? Or should I find other things to design?

[@RojinAvarzaman]

I llloved itttt

[@bean7496]

Things I absolutely love and will not live without : suits and coats Does this mean I should look into designing these garments as well ?