Fashion Leaders Series: How Local Designers & Boutiques can work together with Chelsea Petterson
Join Jacqueline for this instalment of our SFA Fashion Leaders Series with our guest, and SFA Board Member, Chelsea Petterson!
Chelsea is a serial entrepreneur known for running and operating Coda Clothing & Shoes and Cade Style Lounge for over 12+ years. Chelsea’s passion lies in creating exceptional customer experiences and making Regina a cool place to live. Her other passion is her love for fashion. Studying Fashion Design in college, Chelsea moved home to work in the industry and very soon after, co-founded and co-directed Saskatchewan Fashion Week. By joining the Board of Directors for the Saskatchewan Fashion Association, Chelsea hopes to help create a sustainable fashion industry in Saskatchewan.
In Chelsea’s interview, the topic “How local designers and boutiques can work together” was explored.
Check out the interview video, as well as a summary of Chelsea’s key points below!
Key Points
Chelsea’s Fashion Story
Chelsea developed a love for the retail industry when she worked at Below the Belt. This provided a tremendous education on how a fashion retailer operates.
She took her love of the industry to design school with the ambition of creating costumes for the stage.
Upon returning to Regina from school she took a job as a buyer at a retail store, Cade Style Lounge, which reignited her love of retail.
She also noticed how the local fashion industry was underground in Regina and wanted to see opportunities for education and showcasing made available to local designers. This observation created Saskatchewan Fashion Week when Chelsea with the other co-founders Chris Pritchard and Candyce Fiessel brought the fashion week to life. Together they wanted to see more collaboration between all fashion contributors in the industry, like design, hair, makeup, and more!
Collaborations between retailers and designers happened on occasion from fashion week, which was a key focus for the organization.
SFW’s partnership with Cornwall Centre in Regina provided the opportunity for local designers to sell their good in the mall, which led to business growth for many. In fact, Hillberg and Berk decided to operate a kiosk in the mall over the holiday season after participating, which lead to them deciding to open several retail locations!
Boutique Ownership
As an owner of Cade Style Lounge, Chelsea has heaps of experience in running a retail store and worked with local designers that were a strong fit for her customer base.
What Designers Need to Know About Building Relationships with Retailers
It’s very important for designers to understand the retailer’s side of the business and the costs/overheads of running a retail operation.
Designers need to know their numbers and understand how pricing needs to be considered.
Designers should have a wholesale pricing structure when approaching retailers.
Chelsea says, “Retail is offering a service to the consumers.”
There must also be an alignment between the designer’s brand and the retailer’s customer base. Fit is critical to success!
Make sure that the partnership between retailers and designers is right and worth it.
“When you’re creating your goods, you need to think about how you’re going to sell those pieces. Be conscious of who your audience is and whether or not you’re selling to the right people.”
Where can the local economy become more sustainable
As a consumer, it’s not only important to buy brands that are organic but buying things that are ethically made and are of great quality.
We need to be purchasing pieces that are going to last more than one season and aren’t going to fall apart when we wash them. Focus on who made the garments and how they were made.
It’s incredibly important to find out where your clothes are coming from and if it aligns with what you believe about the world.
Chelsea’s vision is to see manufacturing brought back to Canada!
“How can we as consumers be more conscious?”
Check out the full interview to learn more!
For more information, follow Chelsea on Instagram, or check out her blog!