Feedback February- Fashion & Kindness Collide
Just in case you've missed them, read the first and second posts in the Feedback February Series here and here.
The previous post featuring Bronx Fashion Week Founder, Flora Montes, was mostly about navigating hardship and rejection while pursuing your dreams.
This series finale post, though still fashion-related comes from another angle and just in time for Valentines week. This one’s about the power of kindness.
What is a Socially Conscious Business?
I really started paying attention to social entrepreneurship when I was studying and doing research for a UN exam a few years ago. I came across Uncharted Power (formerly Uncharted Play), a company that develops renewable kinetic energy products. Founder and CEO Jessica Matthews invented the SOCCKET - a dual purpose soccer ball- while at Harvard University. The idea is that while at play the soccer ball creates an energy source that can power appliances and other devices.
Jessica realized that the world of play and motion could be a strong avenue to bring sustainable technology to communities across Africa. I appreciate that there's a focus on addressing a critical need, not simply making money.
It's not strange that customers tend to stay loyal to socially conscious startups because they believe in the mission. There are some other famous companies that follow this for-profit + mission model, for instance TOMS, the “buy one, give one" shoe company and Grameen Bank, which alleviates poverty through micro lending.
Rae-Ann Pattern (Left) and Alicia Pattern - co-founders of KAE Collection
Kindness in Action
Like Jessica, Alicia Patten’s business idea, KAE Collection, came together in a classroom. KAE stands for Kindness Above Everything. It's where “fashion meets philanthropy." Kindness is at the heart of their approach to addressing social issues; a portion of the sales from their collection goes toward creating or donating to projects that encourage community engagement.
Traveling to Uganda in 2009 and 2010 was a pivotal piece in laying the foundation for the company. During her time abroad, Alicia worked on a civic engagement project at a school in Kampala. That experience showed her that kindness is more than a tool. It's a way of life that brings people together and gets things done. The Westchester, NY native wants kindness to go global.
Alicia promoting kindness at a “Justice for All" march in 2014 in White Plains, NY
When Alicia was developing her idea, professors warned her that launching without a concrete business plan would hurt her chance at success. But she decided to start the company with her co-founder and sister, Rae- Ann Patten in April 2014.
Today, KAE uses its platform to tackle pressing socio-cultural concerns, whether that's speaking up in support of Dreamers and Deferred Action for Childhood Arrivals (DACA) or infusing kindness at a march. Last month, KAE also spoke to elementary school students about the impact of being kind.
See what Alicia has to say about feedback and business:
“I knew two things: I knew that the world needed kindness and I knew that I could dress. I know these two things are simple, but I was very confident that I could share my message in a way that people would listen.”
Alicia Patten - co-founder, KAE Collection
As Founder and head of KAE, can you compare/contrast how feedback has changed during your pre-launch phase and now?
Before launching KAE, I had a tremendous amount of support. I’d quietly tell those around me [at my job at the time] about what I was going to create. I was met with people letting me know that they would purchase items when KAE launched or others letting me know that they would make themselves available if I needed them to model items. At the time I was working for a pharma so I was unsure of what KAE Collection would turn into, however I knew that I didn’t want to delay finding out. It was either I sink or swim. I was ready to take the risk early to afford for a reasonable and timely bounce back. Having created this business as a mock business idea in grad school, I was told by professors that I [should] have an extensive business plan prior to even thinking about launching. They advised that beginning without one would be detrimental to the business. I did not have a business plan because I was unsure of the direction. I knew that I wanted KAE to exist, but I was unsure in what capacity so I wanted to begin and let God lead the way as I worked, heard feedback about the items, did my research (which never ends), and walked behind God expectantly. I knew KAE could be more. KAE was going to be quality. There was no other option.
Post launch, I met with a former professor and we spoke about the start of KAE Collection and when I told her I was nervous because I didn’t have a business plan, she looked at me and said ‘For some a business plan is needed, for others only a plan. Passion is its own plan. You weren’t walking blindly into this business, you were walking into this as Alicia and that approach and experience was going to be different and unique.' Since hearing those words, I’ve remained encouraged, hopeful and confident that the message of KAE will continue to spread.
What steps did you take to work around not starting with a concrete business plan?
Connections and learning are everything. By telling friends and family about my business, they then shared it with others who were able to provide great advice and resources. Reading stories of other brands and how they got started and informational booklets about business development helped me brainstorm on the questions I should be asking, the places KAE should be seen, and the strategies needed to promote a lifestyle brand like KAE.
How do you seek out feedback?
From our website subscribers, friends and family, those we speak with via social media, KAE shoppers, and various forums where we post a question or item description and get thoughts and opinions from others both inside and outside of the field of small entrepreneurs, women in business, black women in business and overall fashion/lifestyle brands.
*All photos courtesy of KAE Collection
How do you build on the feedback you receive?
I always place all feedback/opinions alongside KAE's mission. I make sure they match up and do not miss the mark. Our brand is faith-based as the kindness described is one that we feel from God on a daily basis. We are particular about our content and what we allow to marinate us in hopes of transformation and improvement. We don't wander from our truth.
What’s your process of deciding what products to put out?
KAE looks to create everyday casual pieces. We stay abreast of the styles we love and interests of those who we want to see wearing our items. We look to friends, family, and people in the public eye that we believe reflect our message and lifestyle of ‘living kindly' and create styles that would compliment their wardrobe. We then have internal meetings and ask a series of questions to get an idea of what people are gravitating towards. Sometimes when we can't decide, we post a polling question on social media and let our supporters and customers decide. Our items are for them and we never want to be detached from that fact.
What does being a socially conscious business mean to you?
It means that you are intentional about understanding the world we live in. As a socially conscious business (SCB), KAE is extremely uncomfortable living in a bubble. Being a SCB means identifying the differences around you, appreciating them, and creating content (whether it be in the form of clothing, consulting, etc.) that pulls up the proverbial chair for each person who comes in contact with your business to feel comfortable and welcoming them to take a seat and share their ideas. For KAE, SCB means showing people that kindness is indeed tangible through the organizations and events we support and the items we make that boldly and unapologetically share our message of ‘kindness above everything'.
As you look at the progress you’ve made so far, would you have done anything differently?
Great question. I’d write more grants. There are so many resources out there that we overlooked. So I would have put more effort into researching local business events and resources to learn more from those right in our own backyard.
For more about what KAE is doing follow them on Twitter: KAE_Collection; Facebook: KAE Collection and Instagram: KAE_Collection.
*photo courtesy of KAE Collection
Takeaways
1. Sometimes you must take an unsure step towards your dream and let God lead the way.
2. Research is never-ending. Don't stop learning.
2. Learn where your business intersects with different markets. Keep your eyes and ears open and stay present in those spaces.
Your Turn
What are your thoughts on socially conscious business and KAE's mission to spread kindness? Leave your comments below.
