4 ways to create a product women actually want

An overcrowded market and the cost of living crisis have made it harder than ever to capture the attention of consumers. Against this backdrop, a handful of UK-based independent and primarily direct-to-consumer (DTC) womenswear brands are grabbing market share and scaling fast, catching not only the aspirational luxury shopper who has downgraded their spending, but also the would-be fast fashion customer who is now looking for a longer-lasting product that delivers more value.

These brands have in common an innate understanding of their target customer, which has allowed them to develop hero products known for their fit and wearability. They have built strong communities thanks to their Instagram and TikTok strategies. And their pricing typically sits in the £100 to £250 range, to capture the customer that is graduating from fast fashion. “With the cost of living crisis, customers want to have higher quality pieces and invest in something that lasts, so they really get bang for their buck,” says Alie Mackintosh, founder of one such brand, AYM (which stands for Always Your Moment).