We spoke about possibilities before. Having options is a real privilege but may also be a burden if there are too many, as it makes the decision harder.
I DO A LOT OF DECISION-MAKING BEFORE EACH SHOOT. IT’S A LUXURY TO BE ABLE TO CHOOSE WHAT YOU DO. – Mario Testino
CURATE !
People typically dislike making decisions. Therefore, a product should not be offered in an excessive number of variations. Ultimately, a decision is not only in favour of one thing but against all the other possibilities there are.
Hence, you never should give your customers too many options, as this will require too many decisions with the result that they will not buy at all. Giving the right choices means you have to curate your collection.
As I am in the process of designing a new collection, I can confirm this. You want your collection to have the famous red line which connects the models while allowing each model to stand out.
TAKE THE RISK !
This means that YOU have to take the responsibility of deciding on the customer’s behalf to make the result engaging but easy to navigate.
I AM OBSESSED WITH PEOPLE AND HOW TO MAKE THEM LOOK THEIR BEST. – Mario Testino
Of course, you also take the risk: what if your customers don’t like the selections you made? Not every customer will for sure.
But if you do not decide, nobody will really like what you have done as the product does not speak to anybody. Nevertheless, Stilettissimo also wants people to look their best.
DECIDE !
Mario Testino is one of the most famous photographers. When he is doing a photoshoot, he has to decide on the location or the set and the mood the images should express. Yet, it is the photographer’s decision which facet he or she wants to emphasize.
MY PICTURES ARE MY EYES. I PHOTOGRAPH WHAT I SEE – AND WHAT I WANT TO SEE. – Mario Testino
The photographer’s decisions are probably similar to making a collection. Each picture must be unique and still match the series.
One thing is certain: Having a job or a life that allows you to make your own decisions is luxury and well worth the effort.
