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The Fashion Design Reference & Specification Book by Laura Volpintesta, Jay Calderin

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Job:12-29742 Title:RP-Fashion Design Ref and Spec Book
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6 6 THE FASHION DESIGN REFERENCE + SPECIFICATION BOOK
(Text)
Chapter 5: Crafting Questions
Among the  rst questions a designer might ask is Why ask questions? The an-
swer goes to the heart of design, because good design speaks to ideas potent
with meaningful content. Crafting good questions can precipitate a windfall of
information and ideas. When questions hit the mark, they yield more re ned
questions that reach into the core of an idea. This path of inquiry helps to
extend a concept as far and as wide as it can go.
Asking questions, well-crafted or otherwise, is an exercise requiring active
engagement. Designers invite others to share their perspectives and prefer-
ences. Listening quietly, with earnest curiosity, and leaving personal opinion
out of the mix are prerequisites. Designers will have plenty of time to interpret
and make a mark on the information once they have collected it and applied it
to their fashion goal.
SOCRATIC METHOD
The Socratic style of questioning calls for the responses to be accurate and for the thought
process behind them to be complete. It offers the fashion designer a good model with which
to begin. If the answers meet the challenge of this type of inquiry, they move the dialogue
in the direction of actions that will benefit the designer’s goal. Open-ended questions elicit
detailed responses. They also generate subtle insights beyond the basic information being
addressed. This technique is especially good for project development because it provides
in-depth understanding. Designers can present their questions about a design concept,
collection, or line they have created. The questions can be self-imposed or directed toward
a design team.
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Job:12-29742 Title:RP-Fashion Design Ref and Spec Book
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Job:12-29742 Title:RP-Fashion Design Ref and Spec Book
#175 Dtp:204 Page:67
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67
(Text)
Questions that Clarify Questions that Challenge Perspectives
How much more can you tell me?
Why is this the right direction at this time?
How does this idea relate to the company brand?
What do you already know about your audience?
Why is one viewpoint more valid than another?
Why have others been successful with similar and
dissimilar products?
How would your customers respond to this collection
and how would they bene t?
What are the strengths and weaknesses of this plan?
Questions that Probe Assumptions Questions that Investigate Implications
and Consequences
What are you taking for granted?
Why would you assume a customer would buy your
product versus a competitor’s?
How can you verify or prove that there is a need or
desire for this style?
What would happen if the market changed dramatically?
Is the projection or forecast valid?
Why will this be your best work to date?
How does this collection affect the development of
your brand?
What happens once you are in the marketplace?
Questions that Scrutinize Reasoning Questions that Examine the Question
Is the evidence there?
Why is this trend happening now and are those reasons
enough to make you follow?
How can you be sure that your resources are accurate?
What evidence do you have to back up your proposed
project?
Why ask why?
Why bother to explore the idea for this project?
How does this concept apply to everyday life?
What was the point of all the research?
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