In the previous article, I introduced the concept of emotional durability and why it matters in sustainable fashion. Today, let’s look at what helps us achieve it: understanding what our customers truly need and desire.
Why is it important?
Emotional durability is about creating a lasting connection between a garment and its wearer. And just like in human relationships, meaningful connections don’t happen by chance. They’re built on a deep understanding.
Of course, we don’t talk to garments like we do with people. But as designers, we can get to know our customers and use that knowledge to create pieces that speak to them on a deeper level. When a product feels like it “gets” us, we tend to care about it more and we’re more likely to keep it for longer.
So what kind of needs and desires can foster that connection?
Here are just a few examples:
- Functionality – the garment is practical, easy to wear, and care for
- Self-expression – it feels authentic, matches one’s values, or allows personalisation
- Aesthetics – colours, cuts and design that feel timeless or aligned with personal style
- Sense of impact – knowing it was made locally, ethically, or with a low carbon footprint
- Comfort – soft on the skin, breathable, comfortable fit
This list could go on and on – and that’s the point. Every audience is different. What matters to a high school student might not matter to a young parent or a professional woman. Trying to create for everyone is neither effective nor sustainable. Instead, focus on defining your audience and creating something meaningful for them.
How do you identify those needs and desires?
Gaining this kind of insight doesn’t happen overnight. It takes curiosity, time, experience — and a willingness to experiment, learn, and sometimes fail. But there are tools that can help you get there.
One of my favourites is the Value Proposition Canvas.
Credit: Strategyzer
This simple but powerful model helps you explore your audience’s world, identify what really matters to them, and align your product offering accordingly. It’s split into two parts: the Customer Profile and the Value Map. In this article, we’ll focus on the Customer Profile as a foundation for designing with emotional durability in mind.
I cover the full canvas in a separate article, so feel free to check that out if you’re new to the concept.
The Customer Profile helps you explore three areas:
- Jobs – What is your customer trying to get done in life?
- Pains – What frustrates or prevents them from doing it?
- Gains – What do they hope to achieve or experience?
This might seem easy to fill in at first — but don’t underestimate it. The goal isn’t to come up with a long list of generic observations, but a few very specific ones. These insights are what allow you to design pieces that truly resonate. And if you’re unsure? Ask your customers directly. No one can tell you more about their values, challenges or desires than they can.
And don’t treat this as a one-time task. People’s lives are constantly evolving — and your understanding should evolve with them.
Evolving needs and desires
Our needs and desires aren’t fixed. They change with our bodies, roles, environments, awareness, and sense of identity.
So when we talk about emotional durability, we also have to think about how a garment might remain relevant as someone’s life changes. Think about your ideal customer: maybe they’re a university student now — living at home, focused on social life, figuring things out. But in just a few years, they might be navigating a new job, new home, and maybe even parenthood. Can your product evolve with them?
Some changes to consider:
- Shifts in body shape or size
- Entering new life stages or roles
- Moving to a new environment or climate
- Growing awareness of social and environmental issues
- Changing lifestyle, taste or identity
Of course, it’s not always possible to design for every future scenario. But you can consider adaptability — and you can support the garment’s afterlife. That might mean designing for resale, ease of repair, or creative repurposing. Emotional durability doesn’t have to end when the first wearer is ready to move on.
What’s next?
Understanding your customers is the first — and essential — step in designing emotionally durable garments. Once you know what they value, you can start creating pieces that help them form meaningful relationships with what they wear.
In the next article, we’ll explore practical design techniques that support emotional durability. Stay tuned!