BRAND NAME: Kapow Kids
DESIGNER: Andrea Goulding
HOW LONG HAVE YOU BEEN IN BUSINESS: 4 years
DESCRIBE KAPOW IN 3 WORDS: fun, quirky, different
KAPOW IS ETHICALLY MADE IN CHINA & VIETNAM, HOW DID THIS COME ABOUT? Can you elaborate more? (working conditions, did you join an organisation, was it hard to find makers who were ethically made?)
I work with my production manager, Kristy, who is based in Sydney. She has been in the rag trade for many years and established good relationships with top factories in China and Vietnam. I pay a premium price for my garments, but they are good quality, made ethically and made slowly by our 2 small factories, they're never rushed. Each range takes over 6 months to produce. My production manager has done all the hard work in sourcing my factories, she travels there to meet them regularly and ensures everything runs smoothly for my ranges.
WHAT WAS YOUR TIPPING POINT INTO MAKING THE BUSINESS EXPLODE?
I think maybe Instagram is what has caused KaPow to explode. I'm still quite small though, I know it can look big from the outside but honestly it's just me working from home. All the stock is at home in a spare room. I pack every order myself. I don't really want it to get too big because I can manage it easily. That's why I don't try to take on too many stockists now.
YOU HAVE A SERIOUS INSTAGRAM FOLLOWING (53K) WHAT ARE YOUR TOP 3 TIPS FOR BUILDING INSTAGRAM ORGANICALLY?
1. Let your personality show through your posts. People love the brand but people also love engaging with another mum - I am a pretty down to earth person and I personally respond to pretty much every comment I receive on Insta; I think people love that they are talking to a real person.
2. Post every day, at a peak time when your audience is most likely to view your posts. For me I try to post after 7pm each day as thats when mums are usually free to sit down and look at their phone after the kids are in bed.
3. Encourage customers to post and tag you in their photos, use brand reps and enthusiasts to create content.
THE KIDS CLOTHING MARKET HAS GROWN SIGNIFICANTLY IN THE LAST 2 YEARS IN PARTICULAR; IN YOUR OPINION WHAT HAS CONTRIBUTED TO THAT?
Yes it has. When I first had a baby (6 years ago) their wasn't much children's fashion around, or it was all quite the same and conservative. Fashion in Australia and worldwide has grown so much for kids - I think because of Instagram? Mums love dressing their kids up and showing them off on Instagram I think. Certain brands have achieved cult status and fashion loving parents want to be a part of the brand. There is so much variety in clothing now and as a mum I love buying cool, independent brands for my 2 children, its a fun way to express their little personalities.