Then and Now
The key challenges were juggling everything myself-designing, selling and production while the business was rapidly expanding. The key issues now are improving the systems we have in place to create a better work life balance!
What was the range like five years ago? What is it like now? (please give as much detail as possible i.e. number of SKUs, number of drops as well as the look and feel of the label.)
Five years ago the Kathleen Berney label was almost all pleated & crushed. While this remains a signature of the label the range now also includes a number of stories in linens and cottons. The size of each collection has also increased & we have also had a significant shift with a lot more larger sizes now ordered.
How many stores/wholesale accounts did you have five years ago? How many do you have now? (please specify if you have expanded into a particular state or clinched deals with department stores)
We had 30 wholesale accounts 5 years ago. We now have approximately 60 wholesale accounts in Australia and New Zealand.
What was the retail climate like for your business five years ago? How has it changed?
We have an increased regular customer base who are now asking many of our wholesale accounts when the new stock will be in. We have also had significant growth in tailoring the label to larger sizes. We now have a number of key accounts in Sydney and Melbourne who specialise in larger sizes.
What was your approach to marketing and promotions five years ago? What is it now?
Five years ago I did all my own selling. We produced a catalogue for each account but didn't do any marketing or promotion- the label mainly grew by word of mouth. We now have three great fashion agents in place which has freed up my time for designing. We have recently set up a website (www.kathleenberney.com.au) and are doing some PR but our agents and word of mouth continue to be key.
What was your approach to staff training five years ago? How has it changed?
How many staff did you employ five years ago? Now?
Five years ago it was very much a small family business. I now have a wonderful team of four staff. They have all bought great skills & experience into the business. A key attraction has been to work in the rural outskirts of Sydney where my design studio is based.
Approach to retail technology (either POS or security) five years ago? Now?
We now have a Style CAD system which has been a great cost saving in patternmaking, grading & markers.
What was your greatest moment/most significant development in the past five years?
Decided the business had to get bigger or smaller very quickly to remain profitable. We made the decision to grow the business....and it has...successfully.
What has been the worst experience of the past five years?