23 Sep Shama and Co – Adapting To The Market

Over the last four weeks Fashion-Enter Ltd and Shama and Co, tenants at the FC Designer Workspace, have been undertaking mentoring and advice on how the market place is changing within fashion and why it’s now more important than ever to offer quality garments.

 
In August 22 the consumer price index was down by 1.6% reflecting a major decrease on consumer’s propensity to buy products; with fears of inflation currently at 9.9% and the worry over heating bills this year consumers are just not buying big brand fast fashion products which are being regarded as cheap and unethically made.

Jenny Holloway CEO at Fashion-Enter Ltd said: “I have been working with Arefat and her team for the last three-weeks and we reviewed the issues she faces with her brand. One is the lack of fabric continuity that she has – using end-of-line rolls from local markets and shops means that there is no consistency with fabrications. Secondly, consumers know what good and poor quality looks like and when garments are simply and elegantly styled such as the range Shama has then the quality has to be excellent. This requires straight stitch lines in the correct tenions, the right threads (no bulk threads can be used), seams that are finished off correctly with no loose threads and of course the fit must be excellent and right to the target audience. The modesty range is currently S/M/L and we need to look at the sales. The larger sizes are selling out and as the range is not single sized but generically sized then Shama needs to look at XL and XXL.”

Shama and Co have been incredibly diligent looking at the current market forces and what this change represents to their brand. This has resulted in a new range being created that is still elegant and stylish but is now excellently made, graded correctly and this in turn means that Shama can increase their price points to ensure their business is making a sold return. 

Arafat commented: We went to see Jenny, Claire and Agnes on Thursday 22nd September at the Factory in Haringey and we reviewed the new samples that we have made with the Fashion Studio. We have really improved our fit and quality.  The garments looked a very high standard with beautiful small stitches, deep hems with straight lines on the trousers, bagged out pocked on the trousers with a flat waistband at the front so it’s so flattering. We know that current markets are always changing but we are now in a place where our brand is about premium quality and it fits perfectly.  We know our grading is now correct and we are looking forward to selling our new range. We are thinking about having a launch party in the shop on Fonthill Road and Jenny says she will fully support us!. These are very difficult changing times but from all change comes some good! Thank-you to the team at Fashion-Enter Ltd for helping us and for the discounts you give us.”