To observe is to dress...or is it?

In the fashion world, the best way to research a designer, clothing style, or celebrities is to observe. It is obvious that consumers must observe in order to make purchases, but what isn't often noticed is how the designers and corporate workers must observe also. The technical term is called qualitative research which is using opinions, observations, and more intrusive methods of research to obtain results.

Observation is extremely important in the fashion industry. It helps designers get inspiration about what they are going to create in the upcoming seasons and it helps the corporations predict what the new trends will be and how they will be able to market them. In order to make these predictions, these corporate workers must observe the media, the celebrity influence, and what is in the newest magazines. This is extremely important because in today's society, the consumers are heavily influenced by what they see in the magazines. If the newest and hottest celebrity decides that her new favorite color is neon green and she wears it to an event, most likely the next day you will see neon green in many store window displays.

Observation is also important for the designers because they learn about the business as well as get inspiration. For example, in this interview with fashion designer Lois Samuels, she explains that she learned a lot about the fashion industry through observation when she was a model. She learned more about the business through experiences in fields where she wasn't comfortable but had to learn about, like accounting and marketing. She explains that she draws inspiration and tries to be different because stores do not need more of the same thing. Samuels also expresses how important it is to be noticed in the fashion industry so that your work can be observed by others and then brought to the consumers.

In both the fashion design industry and the corporate industry, observation is a key part of their ultimate goals and success. Without noticing what is around them and what drives consumers to make purchases, they cannot prepare for future seasons and trends.