Colour is the silent language of fashion and design
Colour isn’t just about aesthetics—it’s the silent language of fashion and design. As memorably illustrated in “The Devil Wears Prada’s” famous cerulean blue monologue, colour choices ripple through an entire ecosystem of influence, shaping trends across the globe.
What’s truly fascinating is watching skilled neighbourhood retailers orchestrate their colour game.
Elevate the shopping experience through the artful use of colour language
In mainstream boutiques and fashion stores modest salespeople transform into colour virtuosos, armed with patience, panache, and perfectly timed opinions.
Watch them elevate the everyday shopping experience through the artful use of colour language: the best way to educate customers.
A customer asks for purple, and with graceful flourish, the salesperson presents a suit piece in “lavender”—a newly introduced shade that, they assure, “will beautifully harmonise with the customer’s natural colouring”.
Then comes another masterful reveal: a beautifully stitched outfit in “lime” (never simply yellow). “This,” they announce with quiet confidence, “is the season’s signature shade.”
For the cautious customer seeking something safe, our animated salesperson presents a collection in “sky” (never merely blue), while those requesting darker tones might discover the latest in crepe suits in “Coca-Cola colour”—a sophisticated alternative to basic maroon or brown.
Where should brands look to get the benefits of elevated everyday experiences
What these retailers understand is profound – selling with distinctive names adds three crucial elements:
- Aspiration: elevating the ordinary to the extraordinary
- Education: introducing customers to the language of fashion
- Persuasion: creating emotional connections through sophisticated color storytelling
When retailers and customers engage in this colour dialogue, they’re not just discussing shades—they’re participating in fashion’s grand narrative, speaking a language that transforms simple colour choices into statements of style.
Biscuit Moments Model. How brands can help consumers elevate everyday retail experiences
1. You understand the sweet everyday moments related to retail experiences– fresh angles of relatability about retail experiences that nobody else uses
2. You build engagement around these authentic moments – do not chase only the grand gestures or occasions
3. You gain monetizable audience from the start
Ps I’ll show you how to uncover authentic everyday moments where brands can connect with consumers – in just ten days. Email at [email protected]. Sounds like a plan?
