Starting a business in the fashion industry (in South Africa, especially) is no simple feat. In order to always stay on-course, in an upwards trajectory, the company’s founding members have to do a great deal of introspection about what the South African fashion industry means to them, and what they would like their brand to mean to the (fashion) industry.
So how does someone go about in creating the next big brand?
The importance of a brand profile for your fashion start-up is undeniable,
For me creating a brand is all about creating an image I desire, and creating that image in turn attracts the kind of customers I want for that particular image. So I would say it’s a personal choice. The image I’m selling is not necessarily a luxury image but more of a relaxed stylish look. So I think it’s better to start simple and then evolve as time goes by, and as I learn.
During the early aughties, celebrity-designer collaborations were a staple, but that trend has only recently become entrenched in South Africa.
Personally I think the celebrity- designer collaborations can either go really well, or really bad; obviously depending on if the celebrity at that moment is favoured by the public or not. But celebrity-designer collaborations can be a huge sales boost for the designer.
I love celebrity-designer collaborations because celebrities that are involved get to put their own personal flavour of style in the collection. There is however, a down side to this as well;
When a designer collaborates with a celebrity, sometimes the celebrity takes all the credit for the collection, leaving the designer out instead of acting like a team. So instead of getting noticed as a designer, the celebrity gets more or all the credit.
If you have the dream of someday establishing a fashion power-house in South Africa, and are willing to go to Fashion School;
Focus on sewing because that’s the main point in creating your designs. If the sewing is on point than the collection is professional. Designing the collection comes naturally, but creating it, is another level that needs all concentration. Sewing is not as easy as it looks, fashion design is art. It needs someone with an eye for detail.
Tash & Lo Boutique has managed to come this far because my business partner
(Who is) also my Mother. She sews all the clothing at Tash & Lo Boutique herself, and she is a great seamstress, who only wants perfection.
Hard work, and team work is what got our business this far. That, if nothing more, is my tip for a long-lasting business in South Africa, and absolutely something that I wish I had known sooner.
As far as funding and support for local talent, as well as nurturing a space where new talent can grow, an also fostering an environment that allows for established designers to mentor up-starts;
It is easier for designer who has government support to become successful because the financial help creates a huge foundation for the business to go far.
Without the support of the government, coupled with the unrelenting descent of international fashion brands on to the South African landscape, the South African fashion industry—which is already in a pretty critical stage as we currently know it—could cease to exist!
Perhaps our saviour is the Internet. Perhaps South African fashion start-ups need to start looking at eCommerce as a potential way to create brand recognition.
When it comes to eCommerce, it really depends on the target audience. That is why when starting a brand it is very important to research how your target audience get their news. And if online is the place they hang out at, than ecommerce is totally a good idea. Although I must say eCommerce is one of the platforms that are really growing every day in South Africa.
Open yourself up to learning… There’s another tip that is absolutely priceless!
Even though people might jeer at you, and you might be haunted by the laughter, and mocking for a while. As Victoria Beckham once said of her eponymous label: “I will admit that I was a bit of a laughing stock in the beginning, but whilst they were laughing, I was learning.”
One lesson I learned in this journey, I would have to say is sewing. Okay I’m not a brilliant sewer, my mum does the sewing in the business and she is brilliant. But I did learn the basics of sewing; well I can sew a simple skirt for myself. And I’m very proud of that because I am comfortable enough to sit by the machine and sew—bear in mind that I used to be scared!
Exchange Magazine SA 