Word: dennings
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Dates: during 2000-2009
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Women wield enormous spending power, influencing almost 80% of all consumer decisions in America. But it's not just the Giseles and Chanels of the world who influence what we buy or the way we look. Behind the scenes, women like Margareta van den Bosch, design director of the Swedish fashion chain H&M, have a hand in the look of more than 500 million pieces of clothing a year. Wildly popular entertainers like the Olsen sisters oversee a billion-dollar business that includes fashion and beauty products...
...Anna Wintour, editor in chief of Vogue, says she is determined to use her power for good, not evil. Despite her reputation for being icy and inscrutable, despite the severe perfection of her hairstyle and wardrobe, Wintour has taken it upon herself to act as something of a den mother to fledgling designers and worthy causes...
...example, last fall, when mod miniskirts began to sell, H&M tripled the original order on a black wool mini and distributed it to all markets instead of just a handful of key stores. "But we needed to have our customers' response," says H&M design director Margareta van den Bosch. "We don't trust the runway...
...nerve center of H&M's design operation, the so-called White Room in the company's Stockholm headquarters, is where Van den Bosch, 61, holds forth when she's not scouring flea markets in London or fabric fairs in Paris. She took the top design job at H&M in 1987 and functions more as a soft-spoken den mother--as opposed to an edict-issuing tyrant--to her team of 90 designers (mostly women...
According to colleagues, Van den Bosch is the person who most completely understands the H&M customer. "If it's too complicated on a hanger and if it's too avant-garde, maybe it's not us," Van den Bosch explains. However, risky, unpopular colors or shapes are always possible. "You can have everything, but you have to think about the right quantities...