DesignerSpeak Lyn Devon

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

I'm so excited to see my friends in the editorial world and to show them my new collection and get their feedback on and reactions to what I've been creating for the past months.

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

I have a facebook page and my online retailers Neimans and Shopbop.

Twitter soon to come!

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

I believe investment pieces will always be desired and purchased. Timeless, wellmade garments are always in demand by those who buy designer clothing.

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

Happy upbeat clothing that celebrates spring. Investment pieces with special details and textiles and impeccable tailoring and finishing. Timeless clothing with a new fun twist.

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

I do. Many people don't pre order or think about their needs until they arise and the season is upon them.

I have a great in stock business for my private clients and the stores that carry the collection.

6. 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?

I am continuously striving to tell my brand story through my clothes - playful but polished American luxury sportswear in a way that is fresh, bold and graphic. I believe in beautifully made, eminently wearable garments that can withstand the test of time. The need to innovate each season within the fashion industry can make it challenging to develop a consistent brand language, but it's something I feel is important and continuously strive to do. I believe clients want something unique they can grab onto and identify with you. I love doing things like re-inventing the polka dot each season. Or re-inventing the classic shirtdress in a way that is relevant to the new collection. These things have become part of my brand vocabulary each season. Where I can do a better job is brand awareness. I have always been more of a behind the scenes designer, more focused on the garments themselves, the textiles, the tailoring. I need to work getting out there more and telling my story.

7. Research also indicate 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?

I have started out as a custom business, and I have grown organically through working with clients at trunk shows, so customization is very much a part of my roots as a brand and continues to be part of my business.