Andreea Constantin succeeded to transform a passion into a flourishing business, by developing the clothing brand Rhea Costa. The hand made dresses designer launched into the business world from the desire to offer women a complete styling experience. After two years from start-up, Andreea has an impressive portfolio, with clients from showbiz but not only, planning to make the business Rhea Costa& Malvensky Team known internationally.
Can you offer us a few details about Rhea Costa brand? When have you started your activity, what products do you have on offer and what is your public target?
The brand Rhea Costa was born two years ago from a passion for creation, from the desire to "play", to discover more in this fascinating domain. Rhea Costa doesn't offer only a product, but a service, a complete outfit, a stylistic help. Behind this name there is a team that help our clients to make an intelligent choice: the dresses, skirts, tops, accessories, can be used many times in different combinations. Each product belongs to a category. There are currently 15 categories, each one being defined by a target and a concept that cover every possible wish of the modern active woman ( evening dresses, cocktail dresses, wedding dresses, accessories, basics). We create clothing for women aged 18-50, who are elegant, sophisticated, aware of there femininity, women that wish to look good at special events and in the every day life.
What was the reason that determined you to start this business? What attracted you to the fashion industry?
I wanted to discover this domain, having developed the mathematical basis in school, and the sense of style by working at a glossy magazine. I have been firstly attracted by the desire to create things that women need in order to feel beautiful, elegant, special, refined and relaxed. I always wanted to inspire women with the appetite for utopian freedom, and I wanted to highlight the woman that wears Rhea Costa, and not the other way around. It is the woman that needs to be the object of admiration, and not the clothes that she is wearing. I couldn't find this service on the market, and what I mean by that is a product that can be the practical solution to the question "What am I going to wear tonight?", but in the same time can be used throughout the day as well.
I did not start from the idea of developing a business, and I did not have a step by step business plan, as recommended in the books. It all started as a play with material leftovers and accessories. At the photo shoots we used to improvise by draping materials, and attaching different accessories. After two years, Rhea Costa has a team formed of passionate and talented young people, each one managing there own domain. The business grew step by step, according to necessities.
What were the modalities of financing the business? Can you tell us about the initial investment and it's sources?
I have initially started with a minimal investment of around 600 euros from my own resources, from which I have bought a sewing machine and a few types of materials, that were transformed in dresses. The money obtained from the sale of these dresses have been reinvested. I started with one seamstress, a few materials and a blog. I have chosen to work with a young and talented team, and I have encouraged each member to develop according to his/hers abilities and preferences. only this way we have managed to achieve an optimal and creative working environment, where the clientele is treated equally and flawlessly.
What were the main obstacles and challenges you faced when you started this business? How did you overcome them?
I think the main obstacle was the difficulty of finding skilled workers in this field. It was a challenge to implement the draping style to workers already used for many years to different sewing styles. I have studied assiduously on the subject of pattern creation, and I have managed to perfectly adapt my ideas. This is the reason why I chose to work together with them, and I invite them to participate in the whole process of creation. It is a team work, and each staff member is aware that the final product can only be impeccable. We have transformed each unknown element of the equation into an opportunity to learn.
What are the Rhea Costa creations bringing new on the market?
Firstly, the versatility of the products. You would invest in a dress that you can wear in different situations. We know very well the requirements, wishes and necessities of a woman, we know that she wants to feel beautiful at an event, relaxed in the spear time, and elegant at the office. Starting with the idea of comfort, we have created a versatile dress, which offers the freedom of movement, which can be worn during the day, but can be metamorphosed anytime into an astonishing evening dress, without sacrificing from elegancy or actuality. I have managed to desecrate the idea that a dress can have one utility, or that it can be worn one time only. As I have mentioned earlier, all this comes as a package together with styling advises, in order to offer our customers a complete experience.
More, a Rhea Costa dress is accessible as price, compared to other stores with the same profile found on the market. And then, as a fashion consumer, you would ask yourself a justified question: " Why wouldn't I choose a custom-made one instead, created after my wishes and the way I dreamt it, at the same price?".
What are the determining factors that contributed to the success of Rhea Costa brand?
The main characteristic of the brand is the style Rhea Costa in itself : easy to be recognised and aspirational. As a designer, you must have an identity element, element with a strong emotional content. In my case, I think the most obvious signature is the final result that transpires through the attitude of the woman who wears a creation Rhea Costa: absolute femininity. I truly believe the value of the dress lies in the happiness created! And I try to send this message in every creation that bears my signature. Willingness to improve is also essential. You have to always come up with something new. Novelty and originality are the ingredients of a recipe for success.
Amongst your clients include personalities from showbiz and the world of fashion. How have you started this collaboration and how would you characterise this type of clientele?
Yes, there are VIPs and public figures that wear our products, but our clientele is mostly formed of normal women working in various fields, women who want to look good and feel good in their skin. The preference for Rhea Costa's creations doesn't take into account the social status, but the desire to feel feminine, elegant and relaxed. The brand became aspirational with the first public appearance of Malvina Cservenschi wearing a Rhea Costa dress. There are many public figures, well known in showbiz world that choose to wear Rhea Costa dresses (Raluca Lazar, Valentina Pelinel, Andreea Perju, Irina Nicolae, etc.). This preference is justified by the wish that any woman has to look spectacular, to talk about herself through colours, forms, and sensual materials, to be the main character in a special story.
Is there anything you would have done differently?
No. We built everything step by step. I wasn't stressed by any particular matter. Rhea Costa brand increased with each satisfied customer and today we strive to offer the same pleasant experience to all that come into our showroom. We built this brand gradually but constantly considering the real needs of a woman. I'm not a person who creates dresses; I manage a complex and complete business and try to turn any idea into a successful project.
Do you have mentors? What impact did your business and advice on their career?
I learn something from everyone around me, but when it comes to business, I ask for advise Diana Boerica, business consultant. It is very important for me to work with people who already have experience, who know well the spirit and Rhea Costa brand. I like to get creative among dozens of materials, I want to feel them, give them a form, and I like to see the smiles, the joy and the contentment of the customers who wear my creations.
What is the most important thing you learned from the experience accumulated?
I learned very much during these two years, but the most important thing is to be innovative and surprising, always come with something new to attract the innovative element, to be visionary, and to know what the women like, and to be capable as a designer to offer each woman the dream dress.
What are your goals and plans for the future?
We want to expand internationally. In this direction, we have already planned three international fairs. We have studied the competition, the target and the level at which we currently are on this particular international market segment.
We are also preparing the first presentation Rhea Costa in September, we are launching mini-collections on a monthly basis, we completed the collection of wedding dresses and we are currently working on a special project that is very close to my heart: a capsule-collection Rhea Costa by Malvina. In addition, we will soon launch our first boutique on Facebook.
What would you advise the young designers?
The most important thing is to study the clothes really well, both as an act of creation, and as a market product. The adaptability to the market segment that it is made for, is an essential element. The marketing plan has to be well developed, in order for the products to be vandable; this is the great challenge for every designer.
If possible, we would like to know something about you, about your studies, hobbies and work experience.
I attended the Faculty of Foreign Languages, and about fashion, I was self-taught. I was always passionate about fashion history, techniques of working with materials, the best equipment in the field. I am also interested in marketing strategies to promote the product. As hobbies, I like math, fencing and flying. The hobbies have a role to discipline myself, and math and fencing help me in my current activities by offering me a fresh perspective. I developed an aesthetic sense when working as a stylist at a glossy magazine.
Otherwise, I study all the time, I try to accumulate what is new in terms of fashion and I work as much as possible. When I have an idea, I put it into practice immediately wherever I am. I do not leave things idle because you never know when a simple idea can transform itself into a story with a happy end.
Translation
http://www.efin.ro/imm/consultanta_afaceri_de_succes/cel_mai_important_este_sa_fii_inovativ_si_surprinzator
0 comentarii:
Trimiteţi un comentariu