by Brigette Mashile, founder of Roka Roko
When I started Roka Roko, I didn’t consider my options as to how I wanted to operate. I didn’t think that far ahead. My main goal was to make clothes people felt and looked amazing in. I had been postponing my dream for at least 10 years and finally the opportunity was here. So, I just dove in. As the years passed, I became more and more exposed to other fashion businesses and ways of operation. I toyed with a few operating models and realizedthat it is better to find one and stick to it. I mean, you can 80% do one, and maybe 20% another; but your cash cow needs to be clear and strictly followed.
Then, somehow everyone became a fashion designer! It is no longer a career but a fruitful business opportunity; which in turn has saturated the market. We are now challenged to offer more, to be even more different than ever and move with trends. It is also very important to research and be aware of pros and cons of each operating model; this will assist in strategizing for the goals you have within that model. I have made use of custom model, online, social media and recently attempting retail via courier. These are my reviews on each:
Custom
This is by far my most favourite operating model in fashion. It allows me to understand my client well, gives the client power over each step of the process (they decide on everything), and allows more creativity with little risk (making a costume outfit for 1 client who is definitely paying). I have been working this way since the inception of Roka Roko, starting from my house in Midrand to Modderfontein. This model will make you money, and get you a lot of clients. People love exclusivity, they like the idea that they have someone working on their outfit which only they will have. But, on the other side it is depleting. You as the designer need to be present constantly, you meet so many characters and end up working weekends.
Social Media
The biggest revolution since going to Mars! Many use social media for socializing; more especially with people across the continents. If you have a friend in Tokyo but live in Uganda, no worries…WhatsApp! Then all the businesspeople realized this could be used for that too; and so, did we. I was customizing people’s clothes on WhatsApp. Amazing, no better way to optimize my abilities. You could send me a picture and I would send options for you to choose from. But there are those who use social media mainly as their business operating model. For example, having a fashion store on Instagram. Today, it is even set up as close as possible to an online store. People contact you there, sales are initiated and conclude there. This is definitely one to get into while it is available.
Online
Online shopping was big…or is still big? But in other industries? Because in fashion seeing a picture on Instagram and being able to buy from there is so much more profitable than the process of typing in a URL, going down pictures, etc. etc. etc. People want a quick system, I’ve learned. We made less money off the website as compared to Instagram, WhatsApp and Facebook. Our online shop is now stagnant, and we haven’t had the heart to fix it, the others are working well and are cheaper to fix than a website. Please, again I speak for the business of making clothes. This platform could work for wholesale though; if you are buying whole made clothes and reselling, yeah, an online store is a good idea. But if you are producing your own stock, you want to have a good grip on that demand!
Retail
I started my fashion career in fashion retail, at one of the country’s biggest retailers. I was at the Johannesburg office as an assistant buyer. Then I moved to a catalogue-based retail business as a fashion buyer again. By the time I left corporate, I had a good understanding of how retail works, and what parts of it I loved. But I was tired of it and wanted what was on the other side. Well today, I want it back.
There are pros and cons in retail; and it is limiting on creativity. But if you find that one working style…then boom it’s a win for all. Also, after establishing yourself and brand, it is easier to offer retail product. People only purchase where they have a proven track record of the work and product. Retail also requires a lot of strategic work; whereas custom is based on who walks in with what need. In retail, you had better plan well or you will lose so much money in a short space of time.
In 2020, there are so many options as to how to conduct your fashion business. You can just Instagram it, or bulk and resell or customize it. This is the beauty of progress, options galore! Even though some feel this takes away from the core of what fashion design is, at the end of the day profit is important. One thing I have learned is that you need to move with the trends; do what is working today to succeed today and in the long run. Holding on to old ways is costly, so many great companies have fallen due to this.
Brigette Mashile is the founder and creative force behind Roka Roko, a custom fashion design business based in Johannesburg, South Africa. The company passionately delivers quality tailored and trendy fashion to make their customers happy, and specializes in styling women by creating unusual combinations with fabric, culture and style. Brigette has a Bachelor of Commerce degree from the University of Witwatersrand and a Fashion Diploma from Studio5 School of Fashion. She’s a former fashion buyer for a major retailer in South Africa, and an international direct selling company. She’s been passionate about fashion since the age of 10 and gained invaluable experience in the fashion world running informal fashion creation businesses until the day her own Roka Roko brand was born. Find out more by visiting the Roka Roko website www.rokaroko.co.za
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