Chit Chat Tuesday: Interview with Shosh Kazab, expert in kids fashion PR and founder of Kidswear Collective.

On this week’s version of Chit Chat Tuesday we meet up with the Shoshana Kazab. Shosh is a seasoned knowledgeable in PR and advertising and marketing, boasting over 15 years of expertise within the luxurious youngsters’ trend business. Because the co-founder and CEO of Kidswear Collective, she leads the award-winning luxurious resale platform for child and children’ trend. Shosh can also be the visionary behind Fuse Communications, the main PR company for luxurious child and children’ manufacturers. 

Please introduce your self.

Hello, I’m Shosh. I’ve been working within the youngsters business for over 15 years. I arrange a PR company known as Fuse Communications and have labored with a number of the finest youngsters trend manufacturers together with Mischka Aoki, Patachou, Rachel Riley, Maison Ava and lots of extra. A couple of years in the past, I began one other enterprise known as Kidswear Collective, a web site promoting pre-loved and previous season designer child & youngsters trend. We promote on-line and now have concessions in department shops together with Selfridges, Fenwick & Galleries Lafayette.

Inform us your story.

I used to be born in London to a Finnish mum and Iraqi dad. London is a melting pot of cultures and nationalities, which is among the issues that makes this metropolis so particular! I studied French & Legislation at college and spent a 12 months residing in Paris once I was 21, which was a beautiful journey! I labored within the health business earlier than discovering myself transferring over to youngsters trend. I met my husband Anthony once I was 22, and this 12 months we’re celebrating our 20^th wedding ceremony anniversary, in Las Vegas! My father & sister stay in Miami and some years in the past we purchased an house there, which is my second dwelling and my glad place.

You have got labored within the youngsters’ trend business for a very long time. Why youngsters’ trend?

Sure, it looks like a really very long time now! A lot has modified since I began out! Like most issues in life, my transfer into youngsters’ trend occurred by likelihood. I had been working within the health business for a number of years and had arrange my very own advertising and marketing consultancy. My sister-in-law who’s Danish launched me to a buddy of hers who was bringing a Danish kidswear model to the UK known as Mini A Ture and wanted some PR help, and I assumed ‘why not’! The remainder is historical past! 

To what do you attribute your success?

I’m undecided I take into account myself ‘profitable’ however I work arduous and attempt to do the most effective for my shoppers. I actually get pleasure from bringing like-minded individuals collectively and I assume there’s a ability to that. Covid was significantly arduous for somebody like me who likes to be round individuals – superb issues occur after we come collectively! 

How do you see the children trend market in 5 years?

This can be a troublesome query as issues are altering so shortly lately. There’s little question that the previous few years have been powerful for everybody. However with adversity comes alternative and I consider the children business will proceed to thrive. I feel manufacturers will proceed to collaborate collectively because it makes a lot sense. The retail panorama will proceed to alter and I’m positive pop-ups might be an necessary means for manufacturers to attach immediately with clients in a bodily means.

The beauty of youngsters is that they are going to at all times want new garments and certainly one of my outdated shoppers, a kids’s shoe model, mentioned that one of the vital recession proof companies to be in was kids’s footwear, and I don’t assume he was incorrect! 

Inform us about Kidswear Collective.

This began out as a little bit of a ardour mission and it’s been fantastic to see it develop. I’m enthusiastic about sustainability and looking for options to the waste within the trend business. 

I’ve at all times cherished shopping for ‘blended wardrobes’ for myself, which is a mixture of outdated and new. However I’ve at all times felt that pre-owned garments must be offered in a means which is each aspirational and splendid. So I used my expertise and expertise within the youngsters business to attempt to create one thing completely on this house. The web site is consignment platform, which implies we bodily examine each merchandise, authenticate, clear, {photograph} and retailer the objects till they’re bought. 

I really like retail and was so excited when Selfridges approached us about opening a 3 month pop-up of their flagship Oxford Avenue retailer in 2020. Fortunately it was a hit and we how have concessions in three Selfridges shops and an edit with them on-line. 

What’s your prediction for SS25? 

We’ve seen a number of quiet luxurious and cottage core this season, so we’d see one thing extra daring popping out for SS25. Greater prints and bolder colours. Sustainable improvements will definitely proceed to develop as manufacturers attempt to navigate the problem of waste and shopper demand for extra ethically produced collections. 

What’s the only advertising and marketing instrument at present in your opinion? 

My background is in advertising and marketing so I’ll aways say that companies want to hold out all components of the advertising and marketing combine to be able to have profitable campaigns. I feel it’s necessary for companies to have affiliate packages arrange and put aside a good finances for Google to be able to have visibility on-line. 

What do you concentrate on bodily occasions, networking vs on-line platforms?

I positively want bodily occasions and networking, nothing can beat a room of like-minded individuals coming collectively and brainstorming concepts. However we people are extremely adaptive and when Covid occurred, it was superb to see how we have been capable of pivot on-line after we wanted to. We did a number of digital press days and even a digital commerce present, and while it wasn’t best, it nonetheless did the job. However we have been all so relieved as soon as we have been capable of arrange ‘actual life’ occasions as soon as once more! 

What recommendation are you able to give to younger manufacturers?

You’ll be able to’t begin a enterprise with out cash. And it’ll at all times take greater than you assume. Many companies run out of cash earlier than they’ve actually had an opportunity to take off which is actually unhappy. So attempt to work arduous and save as a lot as you possibly can earlier than you launch. 

I additionally assume it’s necessary to take recommendation on board and don’t be afraid to pivot in case you really feel you might want to. A enterprise can take many kinds earlier than you lastly discover what works finest.  It’s actually powerful beginning one thing new and also you’ll undergo durations of self doubt. However in case you consider in what you’re doing, that there’s a requirement for it and a niche out there for what you’re doing, there’s no motive why it shouldn’t succeed!

What recommendation would you give to anybody who wish to pursue a profession in youngsters’ trend? 

Attempt to work in as many alternative areas as you possibly can so you possibly can uncover what you get pleasure from most – you possibly can work in-house for a model, or for an company. It’s a enjoyable business with supportive individuals who genuinely all attempt to assist one another, which is kind of refreshing.

Who’s your trend icon previous or current?

Prince.

What evokes you?

Eager about what can come subsequent.

What are your favourite cultural magazines/publications? How about podcasts?

I don’t have as a lot time as I’d prefer to learn magazines lately, so I really like listening to podcasts which might match into my life. My present favourite is Elizabeth Day’s ‘Tips on how to Fail’. I take heed to Desert Island Discs once I can’t sleep. And I really like Jessie Ware’s ‘Desk Manners’ podcast. And from our business, I at all times take heed to ‘Kidswear Remedy’ by Katie Kendrick and Linda McLean.

What’s your favourite place on the planet?

Miami!

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