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Projective techniques for Fashion Designers to create new solutions for their customer

Updated: Mar 29, 2023

Fashion designers can use projective techniques to better understand their customers' latent needs and create new solutions to meet those needs. Here are a few ways they could do this:


  1. Conduct focus groups or interviews : Designers can conduct focus groups or interviews with their target customers and use projective techniques to elicit information about their latent needs. For example, they could use the sentence completion test to get customers to complete the sentence "I wish there was a piece of clothing that..." or ask them to draw a picture of their ideal outfit. The responses will give designers insights into what customers are looking for that they may not have expressed directly.


  1. Use mood boards to identify customer preferences: Designers can create mood boards that evoke certain emotions or themes and ask customers to select images that they find appealing. This can reveal their preferences and help designers create clothing that resonates with them on an emotional level.

  2. Create personas based on customer archetypes: Designers can use projective techniques to create customer personas based on archetypes that represent different customer segments. For example, they could use the Rorschach inkblot test to reveal personality traits and create personas that represent customers with different personalities, needs, and preferences. These personas can then be used to guide the design process and ensure that the clothing meets the needs of each customer segment.

Overall, projective techniques can help fashion designers better understand their customers and create clothing that meets their latent needs. By using these techniques, designers can gain deeper insights into customer preferences, emotions, and attitudes, and use these insights to create clothing that resonates with them on a personal level.


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