Doneger Group: Shelda Hartwell
Guest speaker Shelda Hartwell, has been working with Donegers for 13 years. Originally she is from Orange County, California home of the sun. With a major in Design and a minor in merchandising. She soon found herself in retail consultant agency, were she became a buyer for offices and buying product for retailers. Hartwell glanced over into analysis and strategizing was her strong suit. She the relocated to New York City for a job as a retail consultant. The Doneger Group office is located in New York City, and has been thriving to help retailers, manufacturer, designers and the entire fashion industry navigate the research Doneger Group has provided.
Shelda has given a nice demonstration on how to actually navigate and understand the content put into Doneger Group. One tab on the website includes a Great Idea tab. The Great Idea tab tell the reader what is happening at the moment from a consumers point of view. Which I believe is very helpful for retailers to understand their audience, and provide what the consumer need/want very insightful for buyers and wholesale retailers and vendors as well. Next, she showed us how to navigate to ‘Consumers Insight’, which speaks to the big things that are actually happening in the world ‘Culturally’. Also a very good perc to strategize how you want to reach or interact with a certain audience. Finally, she contributes a lot to the website and informs us there will only be 4 concepts at time to predict fashion forward trends that include, color, prints, designs and lifestyles then create concepts from a creative direction.