Introduction to the Brand
In addition to the founder and Kegels, the team now includes a member who works on business development, allowing Kegels to focus on the creative aspect. This change has brought about a sense of structure, which is necessary as the company grows. Kegels notes that setting labels for jobs is a natural part of this growth, and it’s something that happened this season. Previously, the approach was more free-form, but now there’s a need to create a more defined structure.
Production Problems
Like many young brands, Julie Kegels faces production problems. The brand produces clothing in Belgium, Portugal, and Romania, and while it’s still possible to build personal relationships with suppliers, it’s crucial for a good position in the production queue and for receiving orders on time. However, this can be challenging due to time and budget constraints. Kegels notes that visiting suppliers in person would be helpful, but it’s not currently possible.
Expanding the Business
Kegels has built a strong business in America and the Asian-Pacific region through sales employees in these areas. Due to the success in these markets, the brand has hired a European agent to scale the business in this region. However, Kegels notes that European consumers can be slower to trust new brands, which can make it more difficult to expand in this market.
Approach to Growth
The designer is taking a patient approach to growth, recognizing that forcing things can lead to problems. Instead, the focus is on building steady relationships with everyone involved. This approach is reflected in the brand’s direct-to-consumer (DTC) business, where the goal is to learn more about the customers who buy directly from the brand.
Direct-to-Consumer Business
The brand’s revenue currently comes mainly from wholesale, but the DTC business is an area of focus. Kegels has found that producing drops that differ from the collection in shops from third-party providers has been successful. The brand has also learned that selling expensive pieces online doesn’t work, so they’ve changed their approach. When celebrities wear their clothes, it can also drive sales, as seen when Dua Lipa wore a denim jacket from the brand, which sold out on the website.
Goals for the Future
Ultimately, the goal is to grow sustainably and take things step by step. Kegels is not trying to create a trend or hype, but rather build a strong foundation for the brand. With a focus on creating a steady relationship with customers and a patient approach to growth, the brand is well-positioned for success. After the show, Kegels confidently explained her approach and moodboard to journalists, and with an interesting concept and a bit of star power, the brand may continue to drive further.
