In Their Eyes 148 FASHION
Style groups? Target groups? It’s not easy to categorise today’s female consumers. They are versatile, diverse, and able to distinguish between passion for fashion and consumption awareness. style in progress asked buyers to share the women they envisage while doing their job. Text: Martina Müllner-Seybold, Kay Alexander Plonka. Illustration: Claudia Meitert@Caroline Seidler. Photos: Interviewees
“This Is a Lifestyle”
Christiane Lindner’s Zeitgeist store has held its ground in Amberg, a tranquil town in the Upper Palatinate, for 27 years now. 90 percent of her customers are regular customers. “We’re the brand in their eyes, that’s for sure. Stories are important to our customers,” she says. The store stocks pillows from South Africa with a charity background and proudly communicates that Odeeh’s studio is located in Giebelstadt, not in Milan or Paris. “Those who eat consciously, take good care of their body, and are health-conscious are interested in fashion that fits their lifestyle. This is a mindset - a lifestyle.” Zeitgeist customers enjoy updating their seasonal wardrobe with high-quality, durable, fun-loving, colourful, and feminine pieces. “I believe it’s important to convey that our products emphasise value. We don’t sell disposable fashion. We sell items that would complement the piece you bought from us last season.”
318 style in progress
