Ever find yourself at a loss when conversing with a designer about his/her concepts for the products you so admire?
Fear no MORE! Our artistic director has decided to contribute to Moda’s blog this week, and help you decipher the many fashion jargons designers like herself spew out to loyal customers like you :D
Emotional, Conversational, and Bread and Butter
“When we design, we don’t just design whatever we feel like it, in fact a lot of research goes into one single bag you see on the rack. We need to make sure whatever new styles we come up with will cover the all grounds of the Emotional, Conversational and Bread and Butter.
An Emotional piece is a piece that provokes consumers on a personal level. This piece is usually developed to be added into existing line of products but with a bit more bells and whistles.
Case in point, let’s say we decide to add a tote into upcoming season’s new collection, instead of simply creating it as a regular tote, we design it to be “Mom’s Shopper”, providing an emotional anchor point that consumers can easily respond to.
As Mom’s Shopper, it will come with additional exterior pockets and more interior compartments to hold the many real life responsibilities all mom will be juggling. The size will also be slightly larger because as we all know, MOMS have a lot MORE to carry literally and figuratively.
As you can see, an emotional piece is created out of an idea people can connect to on a personal and emotional level. Then we further validate their reasons to purchase by offering features that support the initial idea constructionally and visually.
A Conversational piece is a piece that people want to talk about and not always have the reason to purchase. It’s the centerpiece that grabs every one’s attention and may even exhibits that “je ne sais qoui” quality people cannot explain. Think about why you gawk at Lady Ga Ga’s outfit, that is the ultimate conversational piece of costume she’s wearing. Will you buy it, hell no, but you certainly did look at it didn’t you!
And don’t tell me you didn’t tell your girlfriends about it either!
But why would anyone want to create a Conversational piece if you can’t even make money off of it? Because it draws you into the store to look at the Emotional pieces you will buy, and the Bread and Butter pieces you will need. Same reason as to why Haute Couture runway show exists. You watch the runway but only buy its pret-a-porter pieces.
Lastly, what is Bread and Butter pieces? As you may have already guessed, these are the styles you purchase because YOU NEED THEM! These are the every day and functional bags you will need to assist you in your every day life and routine.
For some it’s the crossbody that makes you look super chic and at the same time allows your hands go free while walking. Or it may be the oversized tote you carry to work everyday, stuffed with letter sized documents, makeup case, cellphone, even your ipad and so much more.
It is your bread and butter as much as ours, for we use these pieces to create a solid and consistent brand image season after season, year after year. If any bread and butter pieces are in demand year after year regardless of seasonal trend and/or price, then we will bump it up to what we called the “Signature” category and become Moda’s classic style.
In short, a successful design of any category be it emotional, conversational, or bread and butter, should be able to relate back to each other and introduce each other’s uniqueness. Most importantly every new style we add should always speak true of the brand’s image and message.”