MIA KARAM - BRAND MANAGER AT LUXURY CLOTHING COMPANY SAL

“Design defines a product. Without it, it simply wouldn’t exist. In fashion, the creation of a product starts with an inspiration, a mood board, a story. This turns into a sketch, which explodes into an infinite choice of fabrics, weights, colors, and volumes. It finally turns into a sample that is later perfected to become a sellable item.

This item will then be placed in the right environment and will attract a customer who will most likely fall in love with it and want to make it their own. After purchasing it, the item is given a new purpose and function each time it’s worn or carried.

Design greatly impacts a customer’s experience. Brands worldwide are investing first and foremost in innovative shop concepts in order to convey the brands’ identity, and have the customers immersed in the brands’ universe. It’s not just a matter of having an attractive and relaxing store environment or a clear display anymore. Brands are competing on a whole other level with the design of their flagships, going to leading architects to create state-of-the-art concepts for their targeted clientele. Design and fashion are inseparable today, and form a winning team.

The same goes for a working environment. Designing an office with specific codes that resemble the company’s identity will help the employees understand and thus convey better what the company’s values and missions are.”