DesignerSpeak Norma Kamali

David Rubenstein Atrium Lincoln Center, September 14th, 2011 at 9:00am

In these last days prior to Fashion Week, what’s your state of mind and what are you thinking about?


Fashion is hard work but when it is in your DNA you always push for the next best collection. The process involves intense focus and some stress.


How important is social media to your business: are you everywhere – brick-and-mortar, e-commerce, TV, Twitter and Facebook, 24/7, and are you live streaming your show?


Social media is very important. Facebook, twitter, foursquare, tumblr are all part of how we connect ecommerce newsletters and bricks and mortar events are all part of business today.


Given the current economic picture, how confident are you about the spring season?


Fashion is emotional it connects to what a person needs to feel good. Sometimes the cost of a new top changes self-esteem instantly, while therapy can take years. Therefore the economy may affect how to pay the credit card bill but the purchase might make you feel good enough and empowered to get a new job.


What do you think consumers will be looking for come spring?

Always a good deal and styles that lift moods.


Do you agree with the concept of buy now/wear? And, if so, what can be done to better facilitate that timing?


Yes this can be done with domestic production. Work closer to the season.


Studies show that brands must create an emotional connection with consumers through a compelling story. Do you think you accomplish that with your brand and, if so, how?


The story is everything and it must be authentic. The best way to communicate it is through social media.


Research also indicates that consumers have transitioned from conformity – embracing whatever trend is hot – to customization; something special for them. Is this true of your end-user and, if so, how do you accommodate that customer?


Yes if it fits their lifestyle and their story you have a match. How they purchase the convenience and interactive experiences personalize the shopping experience.