Kenza worldclothing
production and education centre
Seashell decoration -
Sea shells are decorating the dresses, made by Gambian women.
Kenza Woldclothing is a new children's clothing label with a ethnic feel, produced on fair trade basis. The eye-catching colourful designs have an African touch and reflect a mix of cultures. Many garments have beautiful details like shells and lace, and worn on both sides. There is a large collection of fabulous girls clothing and colourful yet sturdy boys clothing.
Kenza's goal os to create more employment in The Gambia and therefore to set up a business centre where tailors are being trained according to European standards. The high quality fabrics are dyed with tie&dye and batik technique, that both create a true explosion of colours. A fair income is of course guaranteed to every tailor who works for Kenza.
During a pilot-period of two years the product has been tested and market explored. The Kenza summer collection will be distributed through a network of carefully selected retail shops. By advertising and free publicity in magazins Kenza will soon be more widely known. The Kenza concept certainly has the potential of gaining an international market share in the future.
The world label Kenza makes clothing for all children who want to be special, no matter where they come from or what colour they are!
The Business
The aim of Kenza is to provide a central business and production centre in the Gambia where materials for childrens' garments can be painted, tailored and decorated. The knowledge and tools for this is already available, since all tailors have their own sewing machine, which they bring along with them. We already want to keep the traditional painting techniques. Not many means are necessary, only small fires and some pots and pans. Only the rough materials are needed for decoration, since all products are hand-made. We therefor need support to build such a central business and production centre, but without a need for additional machinery.
Building: 10.000 euro
Inventory:5.000 euro
Organisation:5.000
The tie and dye materials are painted, the African batik materials are bought in the Gambia. Tailors are educated by Kenza in the art of cutting and sewing the existing patterns. Those who obtain their certification can start to work at the centre. Once the clothes are produced, the decoration can be started, after the final product is ready for shipment.
costprice: 3 euro / 10 euro
selling price: 19,95 euro / 54,95 euro
The fair trade business is becoming more and more known to the general public and the demand for this type of clothing is increasing. This means both an increase in the number of potential customers as well as new trend in product awareness of people in general. The products of Kenza are meant for people with a preference for modern clothing which stands out among other clothing. Kenza especially offers attractive clothing for young boys. The mix of cultures visible in modern society is well represented by the cultural mix in our fashion.
In the Netherlands, we have been selling through our online shop, at fairs and festivals, and through home sales. To increase our market area by selling our clothing at different large shopping chains in Europe. We have prepared different articles to be published in reading magazins, such as Avenue and Kinderen.
We are competitive by using the fair trade principle and we are widely known for offering high quality for decent prices. This is where we gain a headstart on a competion. In the design of clothing, Kenza combines an African style with the trends in Europe, creating a new style in fashion in Europe. Even better Kenza notices a growing market in the Gambia, so the products can be sold to local costumers and western tourists.
My business partner in the Nethrelands is Patricia van Oostveen (also a stylist), we do not have partners in the Gambia, even though we have many good contacts in the Gambia.
We believe this project should be started in Banjul / Serekunda.
Our main goal at the moment is to ensure a constant production rate and in order to achieve this, a proper organisation in the Gambia is necessary. To realize this goal larger markets are needed together with a good location. To tackle this challenge, we are looking for additional funding.
Development
Up till now, many people have been eager to work with us and it is clear that there is a strong need for paid jobs. The main impact or our company is that we offer opportunities for paid employment. Every time we leave the Gambia, people pray for our quick return. Unfortunately, this is not the case and we keep them waiting far too long. At least fifty people are involved in the production of one batch of clothing of 2000 pieces and they all earn a salary.
Since our centre would offer an education, this strongly enhances the local produce clothing according to European standards, they will also be able to produce clothing for the local population. This means that the Gambia will evolve in the field of fashion, thereby increasing the demand for Kenza clothing.
The tourism sector is very important in the Gambia throughout the year and many tourists are keen on bringing clothing back home with them. This would also be possible from the business and production centre. One might also imagine tie and dye and tailoring workshops being offered to tourists at the centre. After our consulting, this allows the centre to come up with novel projects, which will enable the centre to run on its own.
Our short term projection is that roughly hundred people will be employed part-time.
On long term, we wish to grow a centre on the countryside, especially since the need for such a centre is even more apparent there. The knowledge however is not as available in the cities, and education offered at the centre will therefore play a much bigger role on the countryside.
