Meanwhile, Macy's has introduced "My Macy's," a system of merchandising that customizes the selection for each individual store by getting input from the people who know best: the sales staff, who know, for example, if strapless dresses are too modest for Salt Lake City's clientele. Saks is going even more custom by installing software that gives salespeople easy access to a database of clients' preferences and earlier purchases, so returning customers can be welcomed with tailor-made service.
Another way to cater to client preferences has been through the internet, where Facebook and Twitter are fast becoming the preferred way for designers and retailers to interact with their clientele, according to a new WWD article. Designers such as Charlotte Ronson and Rachel Roy tweet sales as well as tidbits from their personal lives, putting a more human face on their brands, while the more established Oscar de la Renta and Donna Karan have Twitter feeds written by their PR girls.
