Image: Kay McMahon delivering a fashion business workshop in Bandung, Indonesia, 2016 (credit: Australia Awards).
What is your message?
Kay McMahon is passionate about mentoring students and entrepreneurs to succeed in the fashion industry. She says a designer’s first priority should be to create great product, but equally important is to effectively communicate and position your product in front of the right audience.
Kay has a wealth of industry experience from public relations, to journalism, to wholesale and retail, all of which informs her teaching. She tells designers to define success on their own terms. Start small, always be researching and developing, and above all – understand and respect your target market.
In this episode:
- Kay’s mum was a seamstress and made Kay’s clothes growing up. Her dad was a school principal and the family moved all around Queensland with his work.
- Kay’s love of fashion really developed in the 1970s when she was at university. A time of social and political change in Australia with great music, art, fashion…
- After graduating from her studies in communication and history, Kay moved to the UK. She experienced first-hand the creative fashion scene of London, including Vivienne Westwood’s shop SEX, and Biba’s multi-level store which included a restaurant.
- Kay became a buyer for a jewellery shop and later worked doing public relations for Topshop and Miss Selfridges.
- She returned to Australia with fresh eyes and began her own PR business, working with young designers. She also began teaching at a fashion college and changed the curriculum to include more fashion business and entrepreneurship.
- Kay began a pop-up shop called, Design Lab, on the campus, where graduates could present and sell their collections to local retailers.
- Kay’s own fashion businesses included – Arsenic & Old Lace (vintage boutique), Girl Power (tweenage fashion brand).
- Kay teaches communication skills to designers. It is important for designers to work on their entire brand package – the combination of product & message. Know your target market. What message do you want to convey? How is your brand communicating your message? Why is your product/service of value? Why should people buy? Are you charging the correct amount?
- Kay encourages designers to take their time before launching. Get the product and service right. Begin with small quantities, test & get feedback. Today the market is highly competitive and the customer is unforgiving. Don’t rush. Have another source of income to support your design passion in the beginning.
- Designers can underestimate the amount of funding needed to launch and sustain a brand. Even if you are not wholesaling, you still need money to set-up and deliver your products.
- The fashion industry is highly changeable. Successful designers and brands are always researching and adapting.
- Kay encourages designers to define success on their own terms. You can start small and grow.
- Innika Choo is an example of a brand that began very small and online with a pre-order model, and is now wholesaling internationally. Great product and brand package.
- Fashion for the over 50s market. These women have disposable income and still want to look hip and happening.
- Key design considerations for over 50s market: Longer lengths (covering knees), sleeves, well-chosen fabric, proportions & silhouettes that flatter an older woman’s body, nice details (eg: craft).
- Fashion designers need to push the boundaries to create new concepts and stories. There is a history of fashion but no formula for fashion. Designers need to find their own formula. Create your own vision that your target market believes in and will want to support.
- Fashion and clothes are very important because they are connected to your personality, health, mental health & well-being.
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See more from Kay >> @styleboomer