Design Thinking: CAMI NYC
(Image courtesy of CAMI NYC)
In Graduate School, one of the buzzwords professors love to discuss is "Design Thinking." Design Thinking is an iterative process in which we seek to understand the user, challenge assumptions, and redefine problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding (Dam and Siang). Design Thinking enables a company to understand consumer needs to serve their audience better. For this project, I contacted different companies to learn how the organizations apply Design Thinking to their market offerings. I had the opportunity to talk with Summer R. to learn more about CAMI NYC.
(Image courtesy of CAMI NYC)
1. What makes CAMI NYC different from other brands on the market?
Samantha Steen founded Cami NYC in 2013 after identifying a need in the market for elevated
basics. Cami NYC differs from other brands since it keeps its customer's existing wardrobes in
mind when creating its designs, adding that elevated look that can be worn by every woman
every day.
(Image courtesy of CAMI NYC)
2. Where does CAMI NYC draw inspiration from during the design process?
Our design team soaks in as much information as possible that’s put out by the outside world for inspiration. Many trends in fashion are closely related to what is happening in the media and pop culture worlds. We pay attention to current events to understand and provide for our customers' needs. As we shift back to working in an office and dressing for social gatherings, our customers want their clothes to induce dopamine, dressing with bright colors and more revealing looks. Dopamine dressing is when a person dresses in a way that brings them joy or boosts their mood (Styx, 2022). For Cami NYC, we incorporate dopamine dressing through vibrant colors, expanding our fabrication (introducing linens, velvet,etc.), and embellishments to our styles.
(Image courtesy of CAMI NYC)
3. How does CAMI NYC incorporate its mission and vision into its product offerings?
Our mission is to design clothes that are versatile, feminine, and effortless. We focus on offering
high-quality garments that can mix and match with styles in your closet. Our vision is to
integrate, transform and celebrate through our new designs to allow women to find something
they love and feel their best!
(Image courtesy of CAMI NYC)
4. What is the future of the company?
We are currently working on expanding into the global markets taking Cami more
international. In addition, Cami NYC is working with different influencers and partnerships to
widen our audience, which means you might even see a pop-up event in the future! With all of
this, our team continues to grow!
(Image courtesy of CAMI NYC)
