How to launch a fashion brand – with Helen Barker – the Fika Edit

undefined: 00:00:08

Welcome to the Bring Your Product Ideas to Life podcast, practical advice and inspiration to help you create and sell your own physical products. Here's your host, Vicki Weinberg.

Vicki Weinberg: 00:00:22

Hello. Today I'm talking to Helen Barker, the co-founder of Fika. Helen's aim is to create a positive impact on the fashion industry through her slower pace sustainably conscious brand. So Helen and I spent lots of time talking about the fashion industry as a whole and some of the issues that Helen sees with the industry. And what she's doing as the co-founder of Fika to change that. So we talk a lot about slow fashion, sustainable fashion, as well as how to start a fashion brand from scratch. So whether you are interested in starting a fashion brand, whether you're just interested in fashion in general, or perhaps neither, I honestly think you'll, you'll find this episode really interesting and fascinating, um, as Helen is really open and she has lots to share with us. So hi, Helen. Thank you so much for being here.

Helen Barker: 00:01:08

Hi. Thanks for having me. I'm so excited.

Vicki Weinberg: 00:01:10

Oh, me too. Um, so can we please start with you giving an introduction to yourself, your business, and what you sell, please?

Helen Barker: 00:01:18

Yeah. So I'm Helen. I am co-founder and owner of Fika, which is a responsibly sourced fashion brand for women. And our aim is to really create a beautiful range that empower women, make them feel amazing, but also give them those key pieces that they need in their wardrobe. It's, it's quite a different model. We're kind of trying to slow things down a bit, which, which I know we'll go into a bit later.

Vicki Weinberg: 00:01:42

Yeah, it would be good to talk about that actually. But I think before we go into what Fika's looking to do, um, maybe we'll talk about, a bit about the fashion industry in general, because I know from, um, speaking to you before that the kind of reason behind Fika is that there are some issues that you guys see with the fashion industry as it is. So do you want to talk a little bit about that, about the issues you're seeing and then what Fika is doing to address that?

Helen Barker: 00:02:05

Yeah, definitely. So, um, just to give you a bit of background, Fika means to slow down and appreciate the good things in life. It's a Swedish term, so that's kind of where it all started in a pandemic when you know, everyone has stopped. Um, and it really gave me and my business partner time to really reflect on the industry, what's going on, and what really needs to change. Everyone sat back and thought, okay, there needs to be a big change. I think the big problems at the moment is fast fashion. As a, as a nation, we've got used to wearing things once, throwing them away, and that's become like almost like a culture. And so in return, things are being mass produced quickly, quickly, quickly. And also consumers are used to receiving those products really quickly next day, sometimes same day. So there's this kind of quite difficult cycle that has kind of been born and it's really not sustainable for the future in terms of, you know, where our planet is going. And also in terms of the people making the, you know, the factories and things like that. It's just not a sustainable model, um, to keep kind of producing in that way. So at Fika we really wanted to do something different, make a real statement. It was really scary to put it out there because, I don't know many people that have kind of done it this way and um, through talking to people, people are very excited about it, but it is quite a different way, thing, to get your head around. So we are really promoting slow fashion and really considering those purchases. So our range is really designed to kind of be worn for season after season, year after year. We show people how to look after their clothing. I know it sounds, you know, ridiculous, but actually if you look after things properly, you know how to do that, then you know, those clothes can be worn and worn and worn. We really want to want people to keep their clothes for longer. We want to try and send out, but basically the opposite message to fast fashion, and I think that is where the industry kind of has to go in terms of the future.

Vicki Weinberg: 00:04:04

That really makes sense. I mean, I know for myself, I've definitely got to a point and I don't know whether it's a point in my life or just, I don't know, but where I definitely would rather spend a little bit more money on something that's good quality. And I also consider purchases a lot more. If I'm not going to wear something you know, week in and week out. Well, maybe you don't wear things that often, but if, if you can't, if I can't see myself wearing something that often I think, do I actually need it? And I do think that maybe there is getting more of a shift in that direction, perhaps.

Helen Barker: 00:04:35

Definitely. I think, I think the pandemic has been a big part of that shift. I think without that I don't know whether we would be seeing such a change. I think we really are at an interesting and exciting turning point in the industry. Not just fashion, but many other industries as well. I know lots of other people that are starting small businesses, um, kind of during and after the pandemic, and I think there's a lot of more that to come, which is great. I think I'm really, really looking forward to seeing what everyone else does.

Vicki Weinberg: 00:05:01

So you've mentioned quite a few things that Fika are doing differently. Let's, let's talk about some of those, if that's okay. So, when you talk about slow fashion, and for anyone who doesn't know, you know, is not aware of the term, how, how would you define slow fashion?

Helen Barker: 00:05:13

Um, for us it's, we use a made to order model. Um, so it's about a three month turnaround, which, uh, you know, it's quite a long time for people to wait, but, um, we do all that work in advance. So we do it three months in advance of when it kind of needs to be in for that season. So, um, we, we want the range to be multi-seasonal, so it's going to be worn across a season. We're showing people on our Instagram how to style it, how to layer it. Um, so yeah, that's kind of.

Vicki Weinberg: 00:05:46

Oh, I see. So, so it's not that the consumer orders and waits three months, it's the, from the time that you place that order.

Helen Barker: 00:05:52

Yeah. So we'll do it in advance and then it'll come in, you know, that seasonally appropriate time. Most of our stuff can be kind of worn throughout the year, but then there are a couple of, you know, like coats. And high summer dresses that need to be worn at certain times of the year. But apart from that, um, yeah, we make sure that what we do is we get wholesale orders at the moment, and then for Fika, the Fika brand, we go on the back of that. So we don't create anything or make anything additional that hasn't been bought by our wholesale stockists as well.

Vicki Weinberg: 00:06:18

Oh, that's really interesting and we'll talk a bit more about how, so either, so obviously you're getting the orders and then, and then making it, that that is a really different way of doing it. Because I've.

Helen Barker: 00:06:26

Yes. Yeah.

Vicki Weinberg: 00:06:27

Am I right thinking that usually in the fashion industry, brands would make a whole load of different products and different ranges?

Helen Barker: 00:06:35

Yeah.

Vicki Weinberg: 00:06:35

And then trying, and I guess that's why you see some of the High Street brands have these huge sales where they're really discounting things into the season.

Helen Barker: 00:06:43

Yeah. I worked in the, um, fashion industry for the last 15 years for a supplier, so I was an account manager, so I did all of the selling, but all of the creative side with the sign team and we work with a lot of big brands. So I think that's where I've learned a lot of what I want to do differently. And not necessarily, it's quite a traditional, you know, people do things in a certain way in the fashion industry in terms of what season stock go, stock goes in, um, and just the whole process. And I was like, well, we don't have to do it like that. We can do it, you know, the world is changing. The climate is changing outside. You know, we're here in November and the sun's shining and, you know, it's, it's, um, we just have to be really adaptable. And again, that's another thing that I took from the pandemic and also having had so much experience in so many different brands, you know, from sort of supermarket brands to more high, high end, global high street brands in the UK and also America and things like that. So it's kind of clubbing all that information together and really thinking, okay, how can we use all of these tools that we, we've kind of previously seen and put it to the absolute best kind of use.

Vicki Weinberg: 00:07:46

Yeah, that makes sense. And and you mentioned then, as we talked about you, you have a three month, sort of order time. So let's talk a little bit about the sourcing and production. Because I know that you source responsibly, so can you maybe talk a little bit about what that means and then talk a little bit about the production process, if that's okay.

Helen Barker: 00:08:01

Yeah, of course. So, um, responsibly sourced is the main ethos of our, of our brand is, um, you know, ensuring that we're using sustainably sourced fabrics. Um, at the moment we have kept it quite tight and quite small. We use a lot of organic cotton, recycled polyester, and then ecovero. That's kind of the main things that we use. Because as a small brand it is really difficult. Obviously our quantities are really small and it's really difficult to make that work with a, you know, a manufacturing unit that's quite established. Um, so we've kept it tight, but we've kind of made sure the styles are doing different jobs within our range for that, for those different types of customer. Um, and I, you are quite lucky because obviously having that experience and having contacts in the industry have pulled out a lot of favours and a lot of people have come to help us. So, um, we produce in Vietnam. Um, I've worked with Vietnam for a long, long time, and I've been there twice. Been to the factories, absolutely love the kind of setup that they have there. It's one of the only countries that I've visited that has an amazing skill for multiproduct within one factory. A lot of factories have, um, you know, specialized, you know, especially with things like denim, they have a specialized factory and outerwear because they're so technical. Um, but in Vietnam, The level of the, the, the skill of the multi-product is just incredible. And it really kind of, I fell in love with it, fell in love with the people and the kind of the whole, it's very established out there. Um, so I just felt like for us it was kind of relatively easy to get going, but still find finding those key factories that would support us when we're smaller as well. I think that is kind of the biggest hurdle that we've had to overcome, but we've got there. I think that's the main thing is to keep going. Um, and you know, it all kind of works out in the end. But yeah, one of the, the many kind of hurdles that we had to enjoy. But yeah, I can see that must be a challenge finding someone who wants to work with really small quantities. Yeah. Yeah. I'm lucky that I kind of, yeah, managed to have those contacts, that support, have been absolutely incredible in supporting, um, me and the brand. So yeah, very, very lucky to have that.

Vicki Weinberg: 00:10:13

And with the three months all the time, I mean, I, because I honestly don't know this for the fashion industry, is that short or long?

Helen Barker: 00:10:19

Short, yeah, short. So we, we normally work a year in advance, so when I was working for suppliers, um, you know, the, the High Street will be working a year in advance and they normally bring things like outerwear in, in sort of July, September time, um, traditionally. Um, so. You know, they keep, they bring them in earlier. They sort of tend to keep them in for longer. I think that's changing a little bit now because of what the world's doing. But I know a lot of retailers still kind of stick to that longer lead time. They buy and bulk. Um, and then obviously then they have to try and kind of, they get a better cost price, but then they need to hopefully sell it and then kind of yeah.

Vicki Weinberg: 00:11:00

So was that challenging as well from the point of finding suppliers? Because obviously they'd be working to much shorter time scales than they used to.

Helen Barker: 00:11:08

Yeah, I think for us, um, we did a lot of work on the fabric. A lot of, lot of time. The fabric takes a long, long time to make, you know, to source it and make it. We did all that up front. So when we were sort of creating the brand, we really honed in on those key fabric bases that we really wanted to concentrate on, and we made sure that they're there. So that's why we've managed to kind of, although it's still quite long for the consumer in terms of the fashion industry, it is quite quick. Um, and we're lucky that we're working with factories that we're actually doing them a favour. So we've managed to, so when they're in their quiet, quieter periods of time, they necessarily probably wouldn't have anything on the line. They're slotting things, slotting our, our goods in there and making them. So actually we're kind of helping them out and they're helping us out and it's kind of worked really well because at, at times, factories can have really busy times of the year because of the buying pattern of UK and global retailers. Um, and then they have these really quiet times of year when they, they don't have anything on. And um, that's actually a really big cost for the factory to try and maintain when they don't have as much going. So they'd rather take these sort of smaller quantities, put on a bit of a smaller line, um, and help us out. So yeah, that's, it's taken a lot of planning, but obviously, because you kind of know how it works that it, it's falling into place now and we are now kind of getting into a groove with it.

Vicki Weinberg: 00:12:21

I love that. It's just so good that like everyone wins. That's really good.

Helen Barker: 00:12:25

Yeah. Yeah. I always wanted to, to kind of, my dad's got this saying and that he always wanted me to sort of start my own business. And he said, always do the right thing. And so throughout the process of starting to think, I was like, right, it's kind of my little motto in my head. He kind of comes into my head, it's like, what is the right thing to do? You have to build those, you know, we have this business because we've built it and created those relationships for so long and I'm really, you know, working with a small group of people, but I want to keep it with them, you know, hopefully as we grow, we can grow with them and they'll grow with us. And I think that's such an important part of the business.

Vicki Weinberg: 00:12:57

That really is, and I think it's, you're right, those relationships are so important because hopefully they're going to be long term.

Helen Barker: 00:13:04

Yeah, definitely. Definitely. I'm all about, uh, relationships, so yeah, it's really important to us and yeah, we want to do the right thing and support manufacturing and also the communities around it, um, as a business.

Vicki Weinberg: 00:13:17

And it's really interesting what you were saying about the fabric as well because one thing I noticed when I looked at your look book, which I loved by the way, was you do a lot of, um, sort of, so I was, I don't know how to call it, I would call it fashionable yet classic. Yes. But one thing I noticed that I loved was you would do like a, a like one beautiful top in lots of different colors, but I'm assuming that's the same fabric and it's being designed that way to help.

Helen Barker: 00:13:43

Yeah. Yeah. Exactly. Throughout the design process I've got two designers I've worked with again for a very, very long time in previous roles, and I worked really closely with them throughout. I wanted it to be, what are those key pieces? There's like well made really beautiful fabric pieces that people need and want to wear year, you know, like a strip t-shirt and a gorgeous bit that's really flattering. You know, I'm quite a curvy girl myself, so I'm really particular about how things fit and little details. So we've really used that throughout the process to make you know. Basically what I feel like I've been missing for a long time. And also, you know, friends and family, been a massive inspiration. You know, I'm 36 and a lot of my friends, um, have come up to me and said, we can't find anything, you know, you need to do something about it. And so I was like, oh, right, okay. Um, but you know, Fika is, it's aimed at 30 plus, so anything, you know, my sister is 40. I wanted her to be able to wear it. My mum's nearly 70. I want her to be able to wear it. And we have had that feedback from people, which has been brilliant and also from younger. So it really is a brand, brand for everyone. Hopefully.

Vicki Weinberg: 00:14:46

Thank you. And you touched on sizing then a moment ago. So I know one of the other things that that Fika does is true to fit sizing. Can you talk a little bit about that? Yeah, so what it is and how you achieve that. Because I cannot get my head around how for any fashion brand, um, I was not, say for any fashion brand, they might close the fit. And I have to say there are lots of fashion brands in my opinion, make clothes that don't actually fit that well or don't fit consistently anyway.

Helen Barker: 00:15:10

Exactly, exactly. That's, I mean, it's been what? It's a minefield. It absolutely is. Because, you know, having worked with many different retailers, every retailer has their own, you know, pattern and fit and look that they want to achieve. I think for us, I wanted it to be more fluid. So our sizing, apart from our denim, our denim is single size, but everything else is extra small to extra, extra large. And we've done that because we wanted it to be not just a size eight, not just a size ten. I wanted it to be more fluid within that. And we've also designed the pieces to have comfort in them. So we have, you know, on our formal trousers, we've got a little panel on the back that's elasticated because you know, some people have curvy hips and smaller waist, and some people, you know, are more conscious of their tummy areas. They want a bit of give round there. So, It's not just about the actual sizing, it's about creating breathable fabrics and, you know, kind of movement within the garments so they can kind of fit as many different body shapes as it possibly can. Um, so our size is, you know, sort of like an 8 to 10 or 12 to 14, 16 to 18 and so on. Um, it is more fluid in that way. So I think, um, we want people to feel, to feel good and comfortable in clothing. There's so many things that I've bought in the past and you know, it just hasn't been representative, and you're right you know, it hasn't been consistent. So for us, consistency is absolutely key. We've done a lot of work on the patterns, um, you know, getting the fit right and making that right, but also in terms of the pattern and making sure that the wastage as a sustainable, responsibly sourced brand, the wastage is all being kind of minimized and we're utilizing any wastage that comes from outside the pattern as well. That's all part of the process that we've put into, um, the fit as well as making. So yeah.

Vicki Weinberg: 00:16:51

Oh, wow. And I love those little details. Thank you. It sounds like you put so much into this because I think there were so many brands out there that, you know, you can buy one t-shirt and you an 8 and another T-shirt and you have a 10. And it's really, and I'm assuming that's because, um, they use different factories and different fabrics and.

Helen Barker: 00:17:10

Exactly, yeah. And some of the, the you know, well cost effectiveness or cheaper brands, they tend to kind of, the sizes can get smaller sometimes if they kind of have a certain size of, um, width of fabric, they may try and squeeze a few more into that panel of fabric than, than needed. Whereas we overorder our slightly overorder our fabric so there's more than enough room. And then for our cotton example, we, um, are donating it so it can be recycled into things like paper and cardboard and things like that. Um, But it's, you know, you have to donate quite a lot of fabric, so we're kind of collecting it all up. Um, but yeah, it's kind of, it's, there's lots of things you can do. It's just making it all work and meeting the right people.

Vicki Weinberg: 00:17:56

That's amazing. And I never knew that that's the reason because there were definitely some brands out there and I won't name any on here. There were definitely some brands out there though where you know, you need to go up a size. Well, I know, yeah. There was a couple of brands where if I go to there, I need to go up a size, because everything always is small. I didn't know that was why. That's so interesting.

Helen Barker: 00:18:14

I know it's bit naughty, but um, yeah, for us, I kind of want people to be able to come to buy, especially with being an online brand. You have to, you know, people need to know, you know, they bought that t-shirt and they love that fit. They want that to be the same, the same again. So, um, yeah, it's continuity and transparency for us. You know, I, having worked in the industry, I just want to be transparent and real about what Fika is about and you know, what we're trying to do.

Vicki Weinberg: 00:18:37

Well, thank you. And you must mention then about, um, being an online brand and in a little while we're going to talk about where people can actually buy fi from where you're stocked and how you are binding stockist and, and that kind of thing. But, so I'd love to know a little bit more about the process of sort of designing and launching the brand because, um, so, what, two and a half years ago maybe that you came up with the concept. Can you talk us through a little bit of what it is, and I know like it's, it's massive and you've gone into lots of details already. I just think it'd be really useful for, of course, particularly interested in fashion to kind of have a sense of the stages you need to go to, go through, sorry. Um, yeah, no, definitely to launch, whether it's a fashion brand or just a one off fashion product. Because I'm assuming there were some key steps that you need to go through.

Helen Barker: 00:19:24

Yes, definitely. Um, it's quite, you know, it changed a couple of times. The first thing that obviously we did was research. So research the market, what was out there, um, how we could do something different to what was out there already. I mean, I think following the pandemic in the last couple of years in the industry, you know, the market's completely changed. There's a lot of really well established brands that are not there anymore or joined other brands. So for us it was to see what was already out there, um, and really think about who our targeted customer was. So we did want it to be kind 30 plus, um, because we felt like that there wasn't a lot out there for that age bracket. Um. And then the next thing we did was, which really was difficult, took a long time, but really helped me, was to pinpoint our core values. And almost like a mission statement, because I just think it's so important to have that focus as a brand because you are creative, you're getting all these different ideas, you're seeing all these different things. You're meeting all these different people, you're getting all, you know, it almost gets a little bit much. So when you really hone into kind of your customer, who you're targeting, um, and what those core values, what you really want to achieve, and what our long term goal is. You know, hopefully one day Fika will be able to expand into other areas, you know, become more of a life brand. I don't know if that will happen, but that was all part of the mindset and I think it's really important to have that in your head as well. Um, and then in terms of designing the product, we really went back to basics. You know, having previously we would've, you know, looked at inspiration, looked, um, you know, anything from things like art galleries to what people are wear, actually wearing their street style. Um, what other people are doing. We kind of went everywhere and immersed ourselves. We actually did a, um, we attended, me and the design team a seminar on colour and how it, within sort of fashion and textiles and how certain colours can sort of evoke certain kind of emotions and what colours would do that and why they would do that. So we kind of took that along with some of sort of seasonably fashionable colours because we want be to be a happy, positive brand. It's quite colourful. Um, So that was really interesting. And I actually, I loved doing things like that where you can really, and you know, when we've done shows and things, people, you can see it come through and people and they feed back to you. So that's great. Um, but we went back to basics and we literally, we would normally do it on a computer, but we sat down, we had loads of images, we had a big, like a mood board, like a physical mood board, and we literally just like pinned images on there, fabrics on there, colours on there. And that was our real basis of where the first range kind of started and we had it in front of us all the time, and it was just so good to have it in that really simple and plain way. Because again, I think you can get really kind of confused about, is this the right thing to do? Is that the right thing to, especially when you're a small team as well, you're second guessing everything you're doing when you're doing it for the first time as well. Um. So it really kept us sort of in line and I was, I really wanted to create that, you know, what is that capture wardrobe that that woman wants and what does she want to update it with? Um, and then it was kind of time to sort of, when we got that all together, we made, obviously the samples and things like that, that took quite a long time to get right, get the fit right. I did that all in advance. Whereas, you know, as a supplier, you would submit a sample and then the kind of retailer would fit it. But we did all of that beforehand because I just wanted to reduce that lead time later on. Um, and then we kind of went into the branding, which was super exciting. We worked with a company, um, to help us on that because I, for me, I felt like hope, it was a really important part of the brand that I was happy to invest a little bit more money in. Um, because I do see, hopefully the brand being going into other avenues in the future. And I wanted a, a logo and an aesthetic that that would work on different, different things. And, um. That as well really helped the brand come to life. But that was a big process. I mean, you know, just getting, getting it all right, but it did all fall into place. You know, all those things. Um, obviously took quite a long time, so I'm whizzing through it a little bit more.

Vicki Weinberg: 00:23:30

No, that's fine.

Helen Barker: 00:23:32

But yeah, it, all of those kind of things came together and then, then we did a show in Birmingham early in September. That was our first show, and we kind of put the brand out there and everyone loved it and it, that's where it all kind of started. How it happened.

Vicki Weinberg: 00:23:46

Oh, amazing. Oh, thank you. Um, so your show you did in September, is that where you found your first stockist for the brand?

Helen Barker: 00:23:54

Yes, yes. Yeah, we did really well. To be honest, that was really a show for us to create brand awareness and get real kind of feedback on, on the range. And, you know, there's nothing like in real life getting someone's real reaction to things. And it was absolutely, it was more than I could have ever, have asked for in terms of feedback and meeting people just, you know, familiarizing yourselves with people that have their own businesses, that have their own independent boutiques. They're actually doing really well at the moment, which is brilliant. You know the UK High Street, I know that times are tough and for everyone at the moment, but you know, these independent businesses are doing really well, which is great to see, and everyone's really kind of pulling together and supporting each other, which is really nice. Even the other sort of fashion brands, everyone's doing their own thing, um, and supporting each other, which I think is really nice. Because there is enough space for everyone. Everyone's so different.

Vicki Weinberg: 00:24:46

Definitely. So was this a trade show specifically for the fashion industry?

Helen Barker: 00:24:51

And so it, well, it was Moda, so we did Moda, which has got, um, yeah, bottom fair on it as well. So yeah, we were in the fashion bit, obviously next to the catwalk, and we got, you know, some things on the catwalk. They came over, they loved it so much, said, oh, can you get some things on the catwalk? And we were like, yes, of course. Um, so that was incredible as well. And you know, industry, people from the industry, like Drapers magazine, they came and loved the brand and did a whole feature on me. So just having that awareness for us, you know, when we just launched was, was incredible. Really saying getting orders, which obviously is the main, main reason we were there, which I didn't, I didn't really, didn't expect on the first show. I was kind of prepared for it to be a little bit longer, so that was great. No, that is great. So it sounds like you, you were there with the intention of getting some feedback maybe and around awareness. Yeah. And then people were like, so can we buy? And I was like, uh, yeah, of course you can. Yeah. So that was, I mean, it was amazing. That's absolutely incredible.

Vicki Weinberg: 00:25:47

That's brilliant. And is, well, are you able to tell us any of the places you stock first of all? Are there a few that you can tell us?

Helen Barker: 00:25:54

Yeah, we haven't gone in yet. We're going in, um, to a couple in December. So there's one called Moo which is based in Leamington Spa and one in North Wales, which is, I don't think she's opened yet. Um, she's actually opening on the 1st of December herself. So she's bought a really big Fika range. Um. Which is amazing. And there's one called Domestic Science, which is based on the Cotswolds. We've got some things going a little bit later for them. But again, they, they've got three stores. So for us that was just brilliant. Um, and then, um, and Dream On, uh, which supports, um, women that are um, recovering from cancer, which is something really close to my heart personally. Um, so when she, I met her at the show, and you know, what the, what they do for, for women is just incredible. So we really wanted to be a part of that as well.

Vicki Weinberg: 00:26:46

That's amazing. And a trade show is the main way that you're finding stockists? Because as a new brand, I guess it must be quite hard to, to get stocks and I guess if people can see your clothes and feel your clothes, it must make a huge difference.

Helen Barker: 00:27:00

That's exactly what it is. I think when people actually saw it and could feel it, they were like, okay, this, this is worth, you know, this, this money sort of thing. You know, we were trying to be a fair price. We're not super expensive, we're not super cheap. We're just somewhere in the middle. We're trying to kind of give people really great quality for a fair price. That's really what I'm really passionate about achieving. Um, and yeah, it, it definitely. Trade shows at the moment was probably something I hadn't thought about. My business partner, he has a home fragrance brand, which I know, you know, and he has done quite a lot of these trade shows and I helped him for a day on a couple of them. And I think that's what really inspired me, seeing everyone have their own little niche, their own little business. Um, I thought actually this is a really great way of, you know, I'd never kind of seen that kind of thing. So I'm in such a different world. So for us, it has just been incredible. I'm actually doing three more, one in January and two in February, um, just because they're a brilliant opportunity to network and meet people. I mean, it's just, yeah, it's great. It's really, I'd really recommend it if you're a new brand. It's really worth it.

Vicki Weinberg: 00:28:06

Yeah, I actually met your business partner, Demi, at a trade show. They are great. I'd never been to one. It was my first one I attended, and I just think they're brilliant because as you say, you just get, and it, because I think this, particularly with fashion, I mean I think it's probably the same for lots of other products. So Demi was there with his candle brands, and I felt thinking that's a product that you need to actually be able to smell because it's not.

Helen Barker: 00:28:29

Definitely it makes such a, and people were trying things on and, uh, we didn't, we made a bit of a mistake because we didn't take a mirror. We took, I took everything else. I literally had, I thought I had everything and I thought, well I don't know if people want to try things on. I don't know. I thought that, and you know, obviously they did. So we would, you know, luckily the guy next to us was lovely and his stand and he had one we used, but um, yeah, the feedback was great and they just, it's really nice to meet people in real life and just talk to people and, you know, some things. Or does they come from? They might and they haven't come from, and they might come later. But you know, just meeting those people and having, you know, they've got that awareness of you, um, is really great.

Vicki Weinberg: 00:29:08

Especially, I think it is, it's, it's fantastic. And especially when your brand currently is online as well. Um, yes, so I think, and I know that you've got a great Instagram and as you said, I've been on your Instagram. I can see you've got some great styling tips and you're sharing a lot of your, your outfits, but there's no substitute really is there for actually seeing something in real life.

Helen Barker: 00:29:28

Yeah, totally, totally. And I am the same. I know, I, I still like seeing things in shops and things like that when I can. Um, and that's what's really nice about, you know, partnering with, um, smaller boutiques and things for the wholesale route because you, enables your brand to get out there, um, in different parts of the country that you wouldn't normally have there. And, you know, we, we really want Fika to be in the right places and I'm so happy with the, the brands. The companies that we've partnered with so far because they have very similar kind of ethos to what we are trying to get across. You know, they're trying to reinvent the high street and change things and you know, I think the more that we club together, they're kind of stronger that will be and will make a change.

Vicki Weinberg: 00:30:10

Yeah, definitely. And is your plan just to sell wholesale or do you have other plans going forward?

Helen Barker: 00:30:16

Yeah, so we started with a wholesale route because, you know, to get some more money coming from a cash point of view, it kind of made sense for us. And again, getting that brand awareness, um, was really important. We have gone on the back of anything that's, we ordered, we ordered a small amount for our website, which is kind of currently being worked on, and G2 B, which is another whole complication process, but it's, um, yeah, due to go live kind of hopefully beginning of next year, um, if not before. So, yeah, we've kind of decided to do a little bit of both. And also, I mean, I'm probably being a bit cautious, but I quite like to take things slowly. So, you know, just ensuring that our setup and our process I've built in probably way too much time in terms of the production time and getting it here and then getting it back out to our, our new stock is just making sure that, you know, for this first run, keeping it quite small is quite a good thing for us. Just making sure that our processes are completely as they need to be. You know, and really want to be able to deliver well, what, what we've said we, we were going to do, which, um, touch wood, at the moment it's still going to plan. So, uh, it's exciting. Really exciting.

Vicki Weinberg: 00:31:28

That's amazing. And I do see that then it probably does need to be so much thought that goes into it because I mean, especially if you start, when you start selling on your website, it's self ordering and fulfillment and storage and yes, there's a lot, isn't there?

Helen Barker: 00:31:42

There is. There is a lot. And you know, we're a small team, you know. Two designers, which are incredible. And yeah, they do more than just, than designing. They kind of help me with, they help me at the shows, they'll help me back end when the stock comes in. So, um, yeah, but it's still, you know, you think, oh gosh, before I started, all three people, that's loads of people and loads of time. But actually because you are right, there's so much to kind of think about and do it every process, every point. Um, It's a lot of hard work, but I do love it, so that's great.

Vicki Weinberg: 00:32:14

Oh, it's good to know that you love it. You have to do so much.

Helen Barker: 00:32:19

Yeah, that's part of the problem actually when I started, was kind of changing, making sure that I had time to myself and time for the business. Obviously the first sort of year or so has been quite intense. I haven't really stopped, but more recently I've really tried to, um, segregate my time better. Manage my time better

Vicki Weinberg: 00:32:40

it definitely sounds though like I'm not, I'm not saying there's not any hard work to come, but it definitely sounds like you put in a lot of work sort of prior to the launch, which hopefully has set you up really well now.

Helen Barker: 00:32:49

Yeah, I hope so. Yeah. Fingers crossed.

Vicki Weinberg: 00:32:53

Well, thank you so much for all that you've shared Helen. I have one final question, if that's okay?

Helen Barker: 00:32:57

Yeah, of course.

Vicki Weinberg: 00:32:58

Um, and I ask if I ask, well I ask everyone a variation of this question, not the question, um, but what is your number one piece of advice be for anyone else looking to start a fashion brand?

Helen Barker: 00:33:09

I would say to understand the market and how it is changing constantly and making sure that your brand is adaptable because fashion is just, it's changing all the time and, um, the world is changing. I think that you need to stay true to your brand as well, so you know, whatever your thing is, make sure that you shout about it and that you stay true to it throughout the process. Even at times, if it's really hard and you know, have those, as I said before, those core values and that strategy really clear in your head and in place. And one of the, sorry, I'm giving you like five things here, but one of the other things I would say is just ensure that you understand all the elements of clothing manufacturing. Beause there is so much that goes into it, you know, not only from a fit point of view, but from a fabric point of view, from a technical fabric point of view. Um, there's just so much that it's a, it is a complicated process, which I think a lot of people don't realize. Um, so just make sure that you are really clued up and you know, ready to kind of take whatever comes. Because it is hard, but it is, it is wonderful. So, Yeah, that's my main piece, I think.

Vicki Weinberg: 00:34:22

Well, thank you. No, that's really great advice, and I think you're right when I think, I've only spoken to one other fashion brand on here a while ago, and I was a bit blown away by having to think about seams and stitching and a lot of those things that as a consumer, you just don't consider.

Helen Barker: 00:34:37

There's so many things you know, when I, I mean my design team get it because they, they're the same but you know, we get excited about, you know, what buttons we put, you know, new button shape we've got or a new button finish or you know, the depth of a waist band or something like that. So, um, yeah, there's a lot that goes into it, but if you're determined enough, anyone can do anything. So.

Vicki Weinberg: 00:34:57

That's brilliant. Thank you so much. And as, what a lovely positive way to end. Thank you so much Helen.

Helen Barker: 00:35:02

Oh no, thank you so much. It's been lovely

Vicki Weinberg: 00:35:06

I'm just. Thank you so much for listening right to the end of this episode. Do remember that you can get the full back catalogues and lots of free resources on my website, vicki weinberg.com. Please do remember to rate and review this episode if you've enjoyed it, and also share it with a friend who you think might find it useful. Thank you again and see you next week.