Jonathan Katz, founder and managing director of Earthchild Clothing Group, is the first to admit that the clothing industry is not for the fainthearted. He should know, having entered the business with what he describes as ‘zero knowledge’ of the industry. “It’s expensive, susceptible to general economics and highly competitive,” he says. Cheap Asian imports, the influx of big-name labels and the global recession haven’t made things any easier for the local fashion market.
These hurdles make the success of the Earthaddict and Earthchild clothing brands all the more impressive. With 20 stores operating in some of South Africa’s most exclusive retail shopping centres, the brands have secured their place in the niche aspirational fashion market – no mean feat for a local fashion label. Katz’s recipe for success includes tenacity, true differentiation, a single minded focus on building a niche brand and the ability to adapt global lessons to a local business.
Never give up
In the late 90s Katz was selling the company’s clothing range from a spare room at home, but demand from word-of-mouth customers was growing and the business needed to take its first leap into acquiring retail space. “Right from the word go I wanted this to be a niche fashion brand, so when it came to getting a store, it was critical that we were in the right retail centre.
The V&A Waterfront was the perfect position,” he explains. Perfect it may have been but accessible it was not. With only 100 stores available and 900 applicants, among them some of the big name international fashion labels, the Earthchild Clothing Group’s chance of securing a spot were slim. “We were unknown without any proof of concept, but I wanted that store,” Katz relates. He set about getting it through pure perseverance. “I called the gentleman in charge of leasing and I just about harassed him into seeing me.
I said to him, ‘Just give me ten minutes’ and eventually he caved and gave me a meeting slot three weeks down the line,” he says. The first flagship store opened in 1997, with Katz repeating the performance in securing a second store in the exclusive Hyde Park Shopping Centre within six months.
Building a niche brand through true differentiation
But tenacity wasn’t the only reason the brand got off to a flying start. Katz’s vision to create an aspirational niche fashion label has been behind all of the company’s best decisions. “I believe we got the store at the V&A Waterfront, and the later one in Hyde Park, because people saw something different in the brand. I knew that to make it in the industry, there would have to be something more to our clothing than just fashion appeal.
In order to build a niche brand, you have to create something that’s aspirational,” he says. The brand’s identity is founded on easy-to-wear clothing made from superior fabrics, with inspiration drawn from the natural fibres and tones of the earth.
A large percentage of the clothes are made from organic cotton and the company was well ahead of the market in establishing itself as a luxury brand that cares about the planet.
In 2006 the company founded the Earthchild Project, an NGO that focuses on the education and well-being of children from historically disadvantaged groups, further cementing its standing as a responsible brand with a social conscience and imbuing the brand with additional value.
Together, Earthaddict and Earthchild cater to three generations, from newborns to 60-plus-year-olds, giving the brand a wide market scope. Drawing on global lessons Katz has also learned from the lessons of others in the global fashion industry.
At one time, the company owned the full design, manufacture and retail value chain, employing 80 seamstresses in a factory. As Katz points out, however, this is a hefty undertaking for a small business. “Clothing design, clothing manufacture and clothing retail are all very specific and come with their own requirements and challenges,” he says.
An experiment outsourcing the manufacture of the clothing to a local
concern turned out to be a disaster. “We were a small fish in their big pond and didn’t get the attention and service that we needed,” he explains. It was only when he was invited to a fashion trade show in Las Vegas that he started to understand the concept of global outsourcing. “However, we’ve always been proudly local so I wanted to keep everything in Africa,” he says.
His solution lay in outsourcing manufacture to Mauritius and Madagascar, both of which are considered part of the African continent. The arrangement is working well, although Katz points out that it’s still important to control the quality in the supply chain.
Keeping exclusive
In spite of the brands’ success, he’s cautious about growing too quickly. “I think it‘s a mistake to open too many stores at once. You need to be careful about diluting the brand offering,” he says. To this end he’s highly selective about which locations he’ll sign the brands to. “The right retail centre is not enough – it has to be the right store in the right location within the right retail centre,” he explains.
And although the company receives plenty of enquiries from people wanting to open stores abroad, Katz is just as selective on this front. “We’ve got one proof of concept store in Canada but we’ll enter the international market when the time is right,” he says, outlining the company’s plans to establish a critical mass of ten to fifteen stores in a single territory before further expansion.
Get South Africa’s latest entrepreneurial or business success stories delivered right to your inbox — Sign up to Entrepreneur Hub SA’s newsletter today
eBook: 50 South African Entrepreneurs Reveal HOW THEY MADE IT
I don’t know if it’s just me or if perhaps everybody else encountering issues with your website.
It appears like some of the text within your content are running off
the screen. Can someone else please comment and let me know if
this is happening to them as well? This may be a issue with my web browser because
I’ve had this happen before. Cheers
I’m not sure where you are getting your information, but good topic.
I needs to spend some time learning more or understanding more.
Thanks for excellent information I was looking for this info for
my mission.
Great article, just what I needed.
This is a great tip particularly to those new to the blogosphere.
Brief but very precise info… Thanks for sharing this one.
A must read article!
Hi to every one, since I am in fact keen of reading this
weblog’s post to be updated on a regular basis. It carries good information.
I do not even know how I ended up here, but I thought this post was great.
I do not know who you are but certainly you are going to a famous blogger
if you aren’t already 😉 Cheers!
We’re a group of volunteers and opening a new scheme in our community.
Your website provided us with valuable information to work on. You have done a formidable job and our entire community will be grateful to you.
Great delivery. Sound arguments. Keep up the amazing
spirit.
Valuable info. Lucky me I discovered your web site by accident, and I
am stunned why this accident did not happened in advance!
I bookmarked it.
Thank you for some other fantastic article. The place else may anybody
get that kind of info in such a perfect means of writing?
I’ve a presentation next week, and I’m on the look for
such information.
Asking questions are truly good thing if you are not understanding anything fully,
however this piece of writing presents pleasant understanding even.
My programmer is trying to persuade me to move to .net from PHP.
I have always disliked the idea because of the costs.
But he’s tryiong none the less. I’ve been using WordPress on a variety of websites for about a year and am nervous about switching to another
platform. I have heard fantastic things about blogengine.net.
Is there a way I can import all my wordpress content into it?
Any help would be greatly appreciated!
Hi there, just became alert to your blog through Google,
and found that it’s really informative. I’m gonna watch
out for brussels. I’ll appreciate if you continue this in future.
Numerous people will be benefited from your writing. Cheers!
I am sure this article has touched all the internet people, its really really good article on building
up new website.
I am really grateful to the owner of this web
site who has shared this fantastic post at here.
If you wish for to increase your know-how just keep visiting this web page
and be updated with the most up-to-date gossip posted
here.
Great delivery. Outstanding arguments. Keep up the amazing work.
I love your blog.. very nice colors & theme. Did you design this website yourself or did you
hire someone to do it for you? Plz answer back as I’m looking
to construct my own blog and would like to know where u got this
from. thank you
Sweet blog! I found it while searching on Yahoo News.
Do you have any tips on how to get listed in Yahoo News?
I’ve been trying for a while but I never seem to
get there! Thanks
I am curious to find out what blog system you are using?
I’m having some minor security problems with my latest site
and I’d like to find something more safeguarded. Do you have any recommendations?
Thank you for the good writeup. It in fact was once a
enjoyment account it. Glance complex to far added agreeable from you!
By the way, how could we communicate?
You need to be a part of a contest for one of the finest websites online.
I will highly recommend this site!
Hello, There’s no doubt that your website could be
having web browser compatibility problems. Whenever I take a look at your blog in Safari,
it looks fine but when opening in Internet Explorer,
it has some overlapping issues. I simply wanted to give you
a quick heads up! Other than that, great site!
If you are going for finest contents like I do, only pay a quick visit this site all the time since it provides feature contents,
thanks
I was able to find good information from your blog articles.
Pretty nice post. I just stumbled upon your blog
and wished to say that I’ve really enjoyed browsing your blog posts.
After all I’ll be subscribing to your rss feed and I hope you write
again soon!
I constantly spent my half an hour to read this web site’s articles every day along with
a mug of coffee.
Hi there this is kinda of off topic but I was wanting to
know if blogs use WYSIWYG editors or if you have
to manually code with HTML. I’m starting a blog soon but
have no coding experience so I wanted to get guidance
from someone with experience. Any help would be enormously
appreciated!
After I originally commented I appear to have clicked on the -Notify me when new comments
are added- checkbox and now each time a comment is
added I receive 4 emails with the same comment. Perhaps there is a means you can remove
me from that service? Cheers!
Hello there! I could have sworn I’ve been to this
blog before but after reading through some of the post I realized
it’s new to me. Anyhow, I’m definitely happy I found it
and I’ll be bookmarking and checking back often!
Hello! Do you know if they make any plugins to safeguard against hackers?
I’m kinda paranoid about losing everything
I’ve worked hard on. Any suggestions?
Wow, amazing weblog format! How long have you ever been running a blog for?
you make blogging glance easy. The overall look of your site is wonderful, as neatly as the content material!
I loved as much as you’ll receive carried out right here.
The sketch is attractive, your authored subject matter stylish.
nonetheless, you command get got an nervousness over that
you wish be delivering the following. unwell unquestionably come further formerly again as
exactly the same nearly very often inside case you shield this increase.
Wow, this article is fastidious, my sister is analyzing these kinds of things,
therefore I am going to tell her.
Undeniably believe that which you said. Your favorite
justification appeared to be on the internet the easiest thing
to be aware of. I say to you, I definitely get annoyed while people think about worries that they
just don’t know about. You managed to hit the nail upon the top and
also defined out the whole thing without having side effect , people could take a signal.
Will probably be back to get more. Thanks
I’m not sure why but this web site is loading very slow for me.
Is anyone else having this problem or is it a issue on my end?
I’ll check back later and see if the problem still exists.
Hi, I do believe this is an excellent site.
I stumbledupon it 😉 I may revisit once again since I book-marked it.
Money and freedom is the greatest way to change, may you be
rich and continue to help other people.
This design is steller! You definitely know how to keep a reader entertained.
Between your wit and your videos, I was almost moved to start my own blog (well, almost…HaHa!) Great job.
I really loved what you had to say, and more than that,
how you presented it. Too cool!
I do not know if it’s just me or if everyone else experiencing issues with your website.
It appears like some of the written text in your content are running off the screen. Can somebody else please provide feedback and let
me know if this is happening to them as well? This might be a
problem with my browser because I’ve had this happen before.
Appreciate it
Hi there! I’m at work browsing your blog from my new iphone 4!
Just wanted to say I love reading through your blog and look forward to all
your posts! Keep up the great work!
Great post. I used to be checking constantly this weblog
and I’m impressed! Very helpful information particularly the last phase 🙂 I take care
of such information a lot. I was seeking this certain info for a very lengthy time.
Thank you and good luck.
I’m really impressed with your writing skills and also with the layout on your blog.
Is this a paid theme or did you customize it yourself? Either way
keep up the excellent quality writing, it’s rare to see a great blog
like this one nowadays.
Today, I went to the beach front with my children. I
found a sea shell and gave it to my 4 year old daughter and said
“You can hear the ocean if you put this to your ear.” She
put the shell to her ear and screamed. There was a hermit crab inside and it pinched her ear.
She never wants to go back! LoL I know this is entirely off topic but I
had to tell someone!
Does your site have a contact page? I’m having a tough time locating it but, I’d like to shoot you an email.
I’ve got some recommendations for your blog you might
be interested in hearing. Either way, great blog and I
look forward to seeing it expand over time.
Hello! This post could not be written any better! Reading through this post reminds me of my previous room mate!
He always kept chatting about this. I will forward this article to him.
Fairly certain he will have a good read. Thank you for sharing!
I read this article completely concerning the comparison of hottest and previous technologies, it’s amazing article.
This paragraph is really a good one it helps new the web viewers,
who are wishing for blogging.
I read this article completely about the comparison of latest and preceding technologies, it’s awesome article.
I’m really enjoying the design and layout of your site.
It’s a very easy on the eyes which makes it much more enjoyable for me
to come here and visit more often. Did you hire out a developer to create your
theme? Great work!
Right now it sounds like Movable Type is the top blogging platform out there right now.
(from what I’ve read) Is that what you are using on your
blog?
Excellent write-up. I absolutely appreciate this site.
Keep it up!
Normally I do not learn post on blogs, however I would like to say that this write-up very pressured me to check out and do
it! Your writing style has been surprised me.
Thanks, very great post.
Hello there! Quick question that’s completely off topic.
Do you know how to make your site mobile friendly?
My blog looks weird when browsing from my iphone. I’m trying
to find a theme or plugin that might be able to correct this issue.
If you have any recommendations, please share.
Thank you!
What a data of un-ambiguity and preserveness of precious experience regarding unexpected emotions.
Fastidious respond in return of this matter with solid arguments
and describing the whole thing concerning that.
Whats up this is kinda of off topic but I was wondering
if blogs use WYSIWYG editors or if you have to manually code with HTML.
I’m starting a blog soon but have no coding knowledge so I
wanted to get guidance from someone with experience.
Any help would be enormously appreciated!
Just wish to say your article is as astonishing.
The clearness on your put up is simply great
and that i could assume you are an expert in this subject.
Well with your permission let me to seize your feed to
keep updated with impending post. Thank you a million and please continue the rewarding work.
You’ve made some really good points there.
I checked on the internet for more information about the issue and
found most individuals will go along with your views on this site.
My brother recommended I would possibly like this web site.
He used to be entirely right. This submit actually made my day.
You can not consider simply how so much time I had spent for this information! Thanks!
Hi there, i read your blog occasionally and i own a similar one and i
was just wondering if you get a lot of spam responses?
If so how do you protect against it, any plugin or anything you can recommend?
I get so much lately it’s driving me insane so any support is
very much appreciated.
You could certainly see your expertise within the article you write.
The world hopes for even more passionate writers like you who aren’t afraid
to mention how they believe. At all times go after your
heart.
Somebody necessarily help to make significantly posts I would state.
This is the very first time I frequented your web page and up to now?
I surprised with the analysis you made to create this actual submit incredible.
Magnificent activity!
Hello there! This is my 1st comment here so I just wanted to give a quick shout out and tell you I really enjoy
reading through your blog posts. Can you recommend any other blogs/websites/forums
that go over the same topics? Thank you so much!
Every weekend i used to go to see this website, as
i wish for enjoyment, since this this website conations genuinely
good funny stuff too.
Exceptional post however , I was wanting to know if you could write a litte more on this topic?
I’d be very grateful if you could elaborate a little bit more.
Thank you!
Asking questions are actually nice thing if you are not
understanding anything totally, but this article provides good understanding yet.
Hmm is anyone else having problems with the pictures on this
blog loading? I’m trying to determine if its a problem on my end or
if it’s the blog. Any feed-back would be greatly appreciated.
It’s hard to find educated people about this subject, however, you seem like you know what you’re talking about!
Thanks
Hello my friend! I wish to say that this post is amazing, nice
written and include approximately all vital infos. I would
like to look more posts like this .
Excellent pieces. Keep posting such kind of information on your
page. Im really impressed by it.
Hi there, You’ve done a fantastic job. I’ll definitely digg it and individually recommend to my
friends. I’m sure they will be benefited from this site.
Very great post. I simply stumbled upon your weblog and wished to mention that I’ve truly loved browsing your weblog posts.
In any case I will be subscribing for your feed and I am hoping you write once more very soon!
What’s up to all, how is the whole thing, I think every one
is getting more from this site, and your views are fastidious for new people.
This article gives clear idea designed for the new viewers of blogging, that truly how to do blogging.
Hello, this weekend is nice designed for me,
since this moment i am reading this great educational paragraph here at my home.
Hello to every body, it’s my first go to see of this webpage; this webpage includes remarkable and genuinely excellent material designed for readers.
Post writing is also a excitement, if you be acquainted with
afterward you can write or else it is difficult to write.
If you would like to grow your familiarity simply keep visiting this web site and be updated with
the most recent news update posted here.
Ahaa, its pleasant conversation on the topic of this
paragraph here at this website, I have read all that, so now me also commenting at this place.
If you wish for to increase your familiarity simply
keep visiting this web site and be updated with the most recent news posted here.
Good blog post. I certainly love this website. Keep writing!
It’s a shame you don’t have a donate button! I’d certainly donate to this fantastic blog!
I suppose for now i’ll settle for book-marking and adding your RSS feed to my Google
account. I look forward to brand new updates and will talk about
this blog with my Facebook group. Chat soon!
I know this if off topic but I’m looking into starting my own weblog and was wondering what all is required to get set up?
I’m assuming having a blog like yours would cost a pretty penny?
I’m not very web savvy so I’m not 100% positive.
Any recommendations or advice would be greatly appreciated.
Thank you
We’re a group of volunteers and starting a new scheme in our
community. Your website offered us with valuable information to work on.
You have done a formidable job and our entire community will be grateful to you.
Incredible points. Solid arguments. Keep up the great work.
Great beat ! I wish to apprentice while you amend your site,
how could i subscribe for a blog site? The account helped me
a acceptable deal. I had been a little bit acquainted of this your broadcast offered
bright clear concept
It’s fantastic that you are getting ideas from this paragraph as well as from our discussion made at this place.
Today, while I was at work, my cousin stole my iPad and tested to see if it can survive a twenty
five foot drop, just so she can be a youtube sensation. My iPad is now
broken and she has 83 views. I know this is entirely off topic but I had to share it with
someone!
Because the admin of this website is working, no hesitation very rapidly it will be renowned, due to its
feature contents.
I want to to thank you for this very good read!!
I absolutely enjoyed every little bit of it. I have got you book-marked to check out new things you post…
I think this is one of the most important info for me.
And i am glad reading your article. But wanna remark on few general things, The web
site style is wonderful, the articles is really nice : D.
Good job, cheers
Heya just wanted to give you a quick heads up and let you know a
few of the images aren’t loading properly. I’m not sure why but I think its a
linking issue. I’ve tried it in two different internet browsers and both show the same results.
Hey I know this is off topic but I was wondering if you knew
of any widgets I could add to my blog that automatically
tweet my newest twitter updates. I’ve been looking for a plug-in like this for quite some time
and was hoping maybe you would have some experience
with something like this. Please let me know if you run into anything.
I truly enjoy reading your blog and I look forward to your new updates.
Thanks for finally talking about > The Rise & Success of Earthchild: South
Africa's Leading Kids' Organic Fashion Brand – < Loved it!
It’s a pity you don’t have a donate button! I’d definitely donate to this excellent blog!
I guess for now i’ll settle for book-marking and adding your RSS feed to my Google account.
I look forward to brand new updates and will share this site with my Facebook
group. Talk soon!
Hello my family member! I want to say that this article is amazing, nice written and come with approximately all
vital infos. I’d like to peer more posts like this .
Hi there, of course this post is truly pleasant and
I have learned lot of things from it on the topic of blogging.
thanks.
My family members every time say that I am killing my time here at net,
but I know I am getting know-how everyday by reading thes pleasant
posts.
Marvelous, what a blog it is! This website
presents valuable information to us, keep it up.
I was suggested this web site via my cousin. I am
no longer positive whether or not this submit is written by
him as nobody else recognize such targeted approximately my problem.
You’re incredible! Thank you!
What’s up, I log on to your blog like every
week. Your humoristic style is awesome, keep up the good work!
Hey just wanted to give you a brief heads up and
let you know a few of the pictures aren’t loading properly.
I’m not sure why but I think its a linking issue. I’ve tried it in two different internet browsers
and both show the same results.
I like the valuable info you provide for your articles.
I’ll bookmark your weblog and take a look at once more right here frequently.
I’m reasonably certain I will be informed plenty of new stuff proper
here! Best of luck for the next!
Write more, thats all I have to say. Literally,
it seems as though you relied on the video to make your point.
You definitely know what youre talking about, why waste your intelligence on just posting videos to your blog when you could be giving
us something enlightening to read?
Hello there, just became aware of your blog through Google, and found that it is really informative.
I am gonna watch out for brussels. I’ll be
grateful if you continue this in future. Numerous people
will be benefited from your writing. Cheers!
Thank you for sharing your info. I truly appreciate
your efforts and I will be waiting for your next post thanks once
again.
Great beat ! I wish to apprentice even as you amend your web site, how can i subscribe
for a blog website? The account helped me a appropriate deal.
I have been a little bit acquainted of this your broadcast offered vibrant clear concept
Its not my first time to go to see this website, i am
browsing this site dailly and get nice facts from here all
the time.
Greetings from Florida! I’m bored to tears at work so I decided
to check out your site on my iphone during lunch break.
I really like the knowledge you present here and can’t wait to take a look when I get home.
I’m amazed at how fast your blog loaded on my phone .. I’m not even using WIFI, just 3G ..
Anyhow, good site!
If you are going for best contents like I do, just visit this web site every day because it provides feature
contents, thanks
Thanks to my father who shared with me on the topic of this blog, this weblog is truly
remarkable.
Thanks for another informative blog. Where else may I am
getting that kind of information written in such a perfect way?
I’ve a project that I am just now working on, and I have been on the look out for such information.
Hi my family member! I wish to say that this article is awesome, great written and come with almost all vital
infos. I’d like to see extra posts like this .
Hello colleagues, its enormous piece of writing about teachingand fully defined, keep it up all the
time.
Here is my webpage vpn coupon 2024
Hello there, I discovered your site by the use of Google even as searching for a similar matter, your website came up,
it looks good. I have bookmarked it in my google bookmarks.
Hello there, simply turned into alert to your weblog thru Google,
and located that it’s really informative. I’m gonna be careful for brussels.
I’ll appreciate if you continue this in future.
Many people will probably be benefited from your writing.
Cheers!
My webpage vpn special coupon code 2024
Way cool! Some very valid points! I appreciate you writing
this article plus the rest of the website is very good.
Feel free to visit my site … vpn code 2024
Hi there this is kinda of off topic but I was wanting to know if blogs use WYSIWYG editors or if you have to
manually code with HTML. I’m starting a blog soon but have no coding know-how so I
wanted to get advice from someone with experience. Any help would be enormously
appreciated!
Look at my web site – vpn special
You made some really good points there. I
looked on the net for additional information about
the issue and found most individuals will go along with your views on this website.
Also visit my homepage vpn special code
Hiya very cool blog!! Man .. Excellent .. Wonderful ..
I’ll bookmark your site and take the feeds also? I am satisfied to search out numerous helpful info here in the post, we
want work out more techniques in this regard, thank you for sharing.
. . . . .
My blog post – vpn coupon 2024