Excellent piece that identifies something the industry consistently misreads.
The assumption that every customer is shopping toward a future self is not a neutral observation, it is the business model. Dissatisfaction is the engine. The man who already knows what he wants is a structural problem for a category built on seasonal reinvention.
Fashion misses him not because he is difficult. Because he is unconvertible. He is a man who will not be moved by a new campaign. He requires actual quality, which is a harder problem than a better creative brief.
Excellent piece that identifies something the industry consistently misreads.
The assumption that every customer is shopping toward a future self is not a neutral observation, it is the business model. Dissatisfaction is the engine. The man who already knows what he wants is a structural problem for a category built on seasonal reinvention.
Fashion misses him not because he is difficult. Because he is unconvertible. He is a man who will not be moved by a new campaign. He requires actual quality, which is a harder problem than a better creative brief.