Kat Senyk of Biokat: an online fashion entrepreneur!
Interview by Sonja Andic
all images @
www.biokatonline.com
Kat is a full-time student by day and Toronto designer
and online entrepreneur the rest of the time! She loves her city
and feels empowered by the Canadian design scene.
This interview took place at an art opening at
Spin Gallery on Queen St. West in Toronto:
TSF – You've gone black and white
this season - tell me about the collection.
It was a process of elimination. Going with black
and white simplified the process, and black and white is popular
this season. I was inspired by Michael Jackson and the 80’s.
I buy the blanks from American Apparel and then I silk screen the
pattern on them. The logo this season was inspired by my time in
London, England. I like the idea of a pattern / line recognition
people can relate to. It is loosely based on angel wings repeating
over and over like a Damask pattern. The pattern logo is all over
the front page of the Biokat website.
TSF - You had a Biokat Queenshead launch
party for your new web site store? How did it go and what were you
trying to achieve?
It was phenomenal. A lot of family and friends
show up. The aim was to launch the spring/summer collection and
also have some Biokat items for sale at the party. It was a launch
and sale at the same time. I collaborated with a promo company which
was a good idea.
TSF - What was involved in collaborating
with a promo company for your launch?
Basically this company was looking to throw a party and so was I.
They were after the same target market I was, so I contacted them
and suggested we work together to get the space and it was decided
and we joined forces for that time.
TSF – You have a PR agent. What are
the benefits of engaging a public relations person?
Because there are so many tasks involved with launching
a new business, PR helps as you can delegate tasks to someone who
knows what to do to get your name out there. My PR guy [Michael
Ianni PR] takes care of all my media contacts for me and promotes
me
TSF - What does your PR person do specifically
for you and how can you afford it?
In this case, Michael and I are good friends. We
have a barter exchange set-up: he does my PR in exchange for free
Biokat clothes. It works for both of us. He acts as my company rep.
I just find it easier than doing it myself. He speaks on my behalf
and keeps me in the loop. I don't really understand the media language
and Michael sorts out the media releases and all the press.
TSF - Can you see the results of having PR and do you recommend
it?
That is a hard question to answer. I am not sure of a direct measure.
Because Michael has contacts and resources I don't have new people
do contact me and buy from me. He has got me into magazines and
newspapers. He has got my designs into a K-OS music video. He handles
the media levels and I like being the people person. An experienced
PR person knows the rules of the business, the etiquette involved
so it helps and I appreciate it. I am busy enough without having
to do my own PR.
TSF – Why get into direct marketing
and online sales? Why a web-store?
I am a full-time student studying architecture
at George Brown. I have worked in fashion part-time for the last
seven years and enjoy doing it part-time. It keeps it a fun and
keeps me passionate about fashion. The beauty of doing fashion part-time
is the freedom; there is no pressure. I stay in love with it!
TSF - What are the challenges of bringing
a brand online from a designer’s perspective?
Kat – There were technical challenges. Learning
basic HTML to avoid spending too much money on outside help. Maintaining
control was also an issue. Working with people you can trust. It
is a challenge trusting your creativity with technical people.
TSF – Now that you are online, what
do you do next?
Kat – Plan some marketing! I want to get
Biokat accessible to all of Canada.
.
TSF – What is your benchmark for
success?
Kat – Knowing I can stay local and produce
locally. I want to see what happens over the summer.
