We’re back at it over here at Suzy Says — your favourite 411 for design and development advice.
Even in the face of headwinds like tariffs, shifting consumer habits, fundraising hurdles, and the constant noise of marketing and exposure, we’re here keeping it real about what it actually takes to turn a fashion vision into a fashion reality. Spoiler: it’s not for the faint of heart.
One thing we know for sure? The brands that thrive are those built on a strong product foundation.
Sounds obvious, right? You’d think so. But in an age of instant gratification, “find your why” culture, and the allure of overnight virality, it’s surprisingly easy to forget this one truth:
No matter how compelling your story or how much ‘reach’ you have, it all begins — and ends — with the product.
With the opportunity to write this column, I’m excited to bring over 20 years of experience in design and development to the table and, in partnership with Bok Goodall and Underlines, highlight the product principles and tools that continue to shape the most successful brands.
Because what I’ve seen — again and again — is that creative vision alone isn’t enough. It takes strategy, structure, and clarity of purpose to carry an idea all the way through.
Let’s break it down:
Design Problem Solving
It starts with the idea — a spark that comes from a need, or a moment of beauty that makes the world (or at least your corner of it) better. As Sara Blakely says, the best ideas solve a personal problem or make something you already love even better.
Why? Because building a brand is a long, slow slog. You need to believe in what you’re doing 100% — and know that others like you will believe in it too. And yes, keeping it niche — but infinitely better than the next best option — is a serious competitive advantage.
Design Creativity
Of course, you need creativity — in all its forms, or at least access to it. Why? Because when everything else comes together, your product still can’t look like a science project.
Beauty is what draws people in.
And creativity? It’s in the details — both big and small. There’s a consistency to creativity that’s often overlooked. It’s the invisible thread running through a product or brand that consumers might not be able to articulate… but they’d feel it if it were missing.
Design Strategy
Why do scrappy start-ups grow into household names? Strategy.
They’re not just creative — they’re intentional. They create frameworks that support their ideas, solve real problems, and make concrete plans to bring those ideas to market.
That’s the difference between a passion project and a viable business: the ability to launch with relevance. To not just offer something new, but something needed — and to deliver it with quality that competitors can’t match.
Design Process
This is the part many people — especially early on — overlook or underestimate. I did too, right out of art school.
Until I landed at what I now call the greatest grad school ever: Victoria’s Secret. At its peak, it was building year after year of incredible results. And there, my merchant and production “professors” taught me the truth:
We weren’t in the business of making art. We were in the business of making money.
And that required taking creative, innovative ideas and running them through a repeatable process that got them into consumers’ hands.
It may not sound glamorous, but it’s what transforms inspiration into impact — and makes creativity scalable instead of accidental.
These are the principles that have guided my work for decades — and why we developed The Fashion Framework.
After years of working one-on-one with brands, it became clear: not everyone has access to the same level of support and strategic structure, especially in those early (and critical) stages. So, we distilled the tools, thinking, and steps that truly move the needle into a flexible, accessible format — for founders who are ready to build, but need the framework to do it right.
In this Suzy Says series, we’ll keep exploring how design — when paired with process, strategy, and clarity — becomes the engine behind a brand that lasts.
Because while it might not go viral overnight, it will go the distance.
And best of all? We’ll not only explore these tools and the vital design ground they cover, we’ll also give you — our loyal Underlines readers — an insider’s code to access them for yourself.
Let’s build something that lasts.
