Then & Now: Dainy Sawatzky
Each edition Ragtrader catches up with a previously profiled brand to see how it has evolved over a five year period. This issue Belinda Smart talked to Body founder Dainy Sawatzky
Company: Body
Founder: Dainy Sawatzky
How has your company changed over the past half decade?
In many ways. Having a child two and half years ago forced many changes for the better, involving system improvements, staff re-structuring as well as major re-structuring of my time. Employing a general manager and moving to much larger premises with warehousing on site was key to Body's huge growth over the last five years.
What was the key hurdle for your company then compared to now?
Getting our production systems running efficiently. Producing locally is our passion, however much more challenging in terms of price competitiveness. Finding the right staff, suppliers and changing our software system helped us over this hurdle. Now our challenges lie in the growth of the company, having taken on a partner in the US and expanding rapidly in such a big market whilst still maintaining equal expansion in Australia. Our challenge this year is to relaunch the label under the new signature 'Body by Dainy Sawatzky' and to communicate how much the label has grown and changed.
What was the range like five years ago and how has it evolved?
The label began with a very 'dance' influence; hence the name Body. As it evolved into more fashion elements, we found our audience risked being confused for example that casual track pants could sit alongside silk dresses. Our initial philosophy remains today, however diffusion lines offer each part of the brand in understandable 'tight' collections. Body now offers its signature seasonal fashion line under 'Body by Dainy Sawatzky' (both northern and southern hemisphere, comprising 120 styles over four drops), our stock service classics line in our 'Ease' collection (comprising 20 styles available all year round), a beautiful and delicate range of luxury basics called 'Urth-ling by Body' (comprising 10 styles available all year round) and a new line called 'Dancer by Body' which taps into our dance inspired roots.
How has your retail profile changed?
Five years ago we had about 40 stockists in Australia and 10 internationally. Now we have roughly 150 in Australia and 100 internationally, primarily in the US. We also have three Body retail stores with a fourth due to open in early July and more on the drawing board for later in the year.
How has the retail climate affected your business over the period?
Retail is always a challenge and always changing. We are very passionate about creating a unique experience inside our stores that goes over and above service expectations. The main things to have changed are: through our system improvements, we are able to get collections into store on time and back them up with timely promotions, a critical factor in staying competitive in the retail climate.
What was your approach to marketing five years ago compared to now?
Our marketing has probably been the one thing to go on the back burner as we caught up with our system re-structuring. Now with all ingredients in place we have started to get back out there in terms of press promotion by participating in events such as RAFW, which will be the platform for the label's re-launch. Apart from that, our best marketing tool is our stores, where we reward our loyal customers, offer interesting in store marketing and merchandising and most of all, exceptional customer service.
What has been the toughest experience of the past five years?
The worst experience came from the best experience of my life. Finding motherhood but then not knowing how to keep all the balls in the air proved stressful, as many balls fell, but I came through it by being extremely honest with myself and looking at the mistakes I had made in the past.
By Belinda Smart