# Customer-Inspired Fashion Collections New York & Company Created a New Way to Honor Its Customers By Mishal Omar | Published 2017-02-28 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/new-york-company References: [racked](http://www.racked.com/2017/2/22/14697446/new-york-company-roblena-walker) New York & Company is a fashion brand that is offering a fashion collection inspired by some of its most regular customers. While loyalty programs in various forms are common among fashion companies, New York & Company is taking a unique approach to making its customers happy. The first collection in this new initiative was inspired by Dr. Roblena E. Walker, who is a research scientist and public health professor in Atlanta and has been shopping at the brand for two decades. The initiative is an excellent way for the brand to offer a more [personalized experience](https://www.trendhunter.com/trends/limitless-campaign), to relate to its consumers, and to reward those who have been loyal to it. This unique initiative works to create a stronger relationship between the brand and its consumers, while very simply taking the form of a [profitable clothing range](https://www.trendhunter.com/trends/cool-to-connect-1). ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 81% | Activity: 70% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### Key Themes Behind This Trend - **Customer-inspired Fashion Collections:** Fashion brands can create unique collections inspired by their loyal customers to offer a more personalized experience and increase customer loyalty. - **Loyalty Programs:** Fashion brands can explore new ways to reward loyal customers and strengthen the relationship with them. - **Customer Relationship Development:** Fashion brands can strengthen their relationship with customers by showcasing their loyalty and publicly acknowledging their support. ### Where This Applies - **Fashion:** Fashion brands can utilize customer-inspired collections to offer a more personalized experience and increase customer loyalty. - **Retail:** Retail industry professionals can explore new ways to reward loyal customers and strengthen the relationship with them. - **Marketing:** Marketing professionals can help fashion brands strengthen the relationship with customers and publicly acknowledge their support through customer-inspired collections. ## Related on Trend Hunter - [Customer Gifting Suites](https://www.trendhunter.com/trends/gifting-suite.md) - [Character-Driven Fashion Newsletters](https://www.trendhunter.com/trends/the-realgirl.md) - [Customer Co-Creation Pop-Ups](https://www.trendhunter.com/trends/you-speak-we-listened-pop-up.md) - [In-Game Fashion Collections](https://www.trendhunter.com/trends/dkny-and-roblox.md) - [Omnichannel Retail Initiatives](https://www.trendhunter.com/trends/j-jill.md) - [Customer-Starring Billboards](https://www.trendhunter.com/trends/og-influencers.md) - [Gamified Fashion Customizations](https://www.trendhunter.com/trends/dkny-x-fashionverse.md) - [Literary Anniversary Clothing Ranges](https://www.trendhunter.com/trends/the-new-yorker-x-j-crew.md) - [Lifestyle Influencer-Backed Lines](https://www.trendhunter.com/trends/nara-smith-2.md)