23. Kathy Sabin-Mensah

Entry Category: Student designer, studying at New York Fashion Academy  

Designer Name: Kathy Sabin-Mensah

Line: Kreati Ka

Branding Statement/ Bio info:

Kreati-Ka, meaning “creatures of Kathy”, is private label designed by Kathy Sabin-Mensah who is offering creative ready-to-wear and evening women clothes that are both functional and beautiful.

Her clothes are for women who want to look elegant and sophisticate either in their casual or evening outfits. Dresses are the main features of Kreati-ka lines. The garments are mainly composed with silks. Some of kreati-Ka designs will be artistically painted by emerging painters.

Kreati-Ka fall 2011 line has been inspired by the women in the early 30’s and 40’s especially women in Film Noire where women were described as Femme Fatale meaning they were deadly seductive women. At this period women were able to show sensuality by revealing their curves in ultra-feminine styles. In this line Kathy wanted to recreate those seductive women in our era where women need to have the confidence and strength to have their voice in this world. This line is all about The Sensuality and strength of Women.

Target market: Based on a report from Lifestyle Monitor, “dresses are the ultimate versatility” for women. They are appropriate for work, but also chic enough for after work.

It appears that 70% of women are wearing dresses in their work places. Dresses are the easy and simple way to be chic.

69% of women prefer one comfortable outfit all day.

The target market of Kreati-Ka is women age from 30 to 45 years and up married or single with or without children who is living in large cities with a number of 500,000 populations and when fashion is a must. Those women have an income of $50,000 and up and they have large responsibilities in their work (managers, entrepreneurs, executive level).

Based on her survey sent to 100 women, 50 living in New York and 50 living in Los Angeles, Those women are recognized as family-oriented. Those women want to feel comfortable but chic at the same time in their casual and evening dresses. They, in majority, are doing their shopping in department store (47%) and small boutique (35%) which will be Kreati-ka channels of distribution.

PricePoint: The price of Kreati-Ka designs will be contemporary price point meaning between $250 and $500 wholesale price.

The customers will make a good investment in her garments because the price will be reasonably lower compared to her competitors for the quality she will offer. However, some of her designs will be selling at a high price because those garments will be Unique as they will be paint by Artist painters.

Differentiating factors:

Originality of the clothes: Kathy went to mix 2 arts in One: some of her garments will be painted by painters and/or graphic designers

Competitive Price: she will offer good quality garments at a lower price compared to her competitors.

Having the abilities to travel all around the world, Kathy will go abroad to offer her products to those new emerging countries such as Africa (Benin) and India cities ( Bangalore) and small town in Brazil.