There was nothing particularly groundbreaking about Tricia’s fashion sense, or her on-line persona. She favored iced vanilla lattes from Starbucks and leggings from Lululemon. But she had heat, extensive eyes, and she or he spoke to the camera in a friendly, direct way. The more content she made about shopping, the more views—and advert revenue—she earned. Over time, Boohoo accumulated rich knowledge about on-line client habits, and further tailor-made the buying expertise to its shoppers’ tastes. “They know that first-time customers like to see this product class, or customers from this geographic area like this shade palette,” Matt Katz, a managing associate at the consulting firm SSA & Company, told me.
Larger apparel firms usually employ a group of designers headed by a creative director. Some fashion designers specialize in clothes, footwear, or accent design; others create designs in all three fashion classes. Chanel made spare, unadorned hats at first, and the now-momentous “little black gown,” revealed in the form of a sketch in Vogue in 1926, symbolized her intention to design for all social courses. Working with simple strains and ordinary materials, Chanel created clothes that she hoped would encourage girls to depart extravagant garments behind. The younger milliner …
