With the upcoming opening of its modernist-inspired space in Soho, KZ_K Studio caters to consumers who want to develop wardrobes that minimize excessiveness and maximize utility.
Founded and run by fashion designer Karolina Zamarlak and her business and life partner Jesse Keys, the company advocates for slow fashion. Polish-born Zamarlak graduated with honors from the Fashion Institute of Technology and was the winner of the General Art Style competition. After selling a signature label to department stores and specialty stores for nearly seven years, the company relaunched in 2016 as KZ_K Studio, focusing on “direct to client” sales, personalized service and scale-back wholesale distribution. does.
For Great Jones Street Studio, a trained architect, Zamarlak and Keys have incorporated a design room, showroom, a pattern room, library bar, kitchen nook and outdoor terrace. With a launch event scheduled for April 12, the pair expect the outpost and neighborhood to be a more “interesting and exciting area” for people to visit than their former West 29th Street digs.
“Also, there is an evolution in the environment that we wanted to create within the new space,” said Zamarlak.
In addition to welcoming clients by appointment, the couple will welcome industry partners, photographers, designers, neon light designers and other creative friends to the library and bar. Zmarlak and Keyes have worked with David van Keeren and other creatives on short videos highlighting the collection.
Borrowing from the 1940s, 50s and 60s, when women visited ateliers for fitting, wardrobe building, and face-to-face attention, KZ_K Studio encourages women to develop their own personal tastes versus passing trends. buys in. “We are providing direct communication to customers where we care about each of them over time,” Keys said.
From 2016 to today, the company has built a customer base of 60 to 1,200 customers. According to the designer, the customer relationship proved beneficial during the pandemic, as well as the brand’s multi-faceted designs including fully reversible styles. Using several technical Japanese fabrics, the label is manufactured in the Garment District of New York City. “Our customers are part of our own community. They see us as more than just a brand to buy from. I think they have invested in our success,” she said.
While the company was wholesale to stores like Saks Fifth Avenue and Neiman Marcus from 2013 to 2016, it sold about 10,000 units annually and is “reaching that now” through a different revenue structure, he said. With 12 to 14 specialty store doors, KZ_K Studio’s wholesale business accounts for about 30 percent of its total sales. The remaining 70 percent includes direct-to-client services such as in-studio sales and stylist collaboration.
What is currently the most challenging aspect of the business, Zamarlak said, “there are so many. From a creative design perspective, the fashion business and building high-end ready-to-wear is incredibly labor intensive. Very few people do it.” Understand that when a single cloth is made, it may pass through 30, 40 or 50 pairs of hands from the beginning of the cloth. [selection] Process for finished apparel that we ship to a customer. We are competing with some big brands which have hundreds of employees. Our quality control and everything about our products are simply complete, on-point and stand the test of time. ,
The company hosts pop-up shops, trunk shows, special appearances and private events through its network of stylist associates. Zamarlak said returning to in-store events to help support sales in June of 2020 was “a game changer,” as shipping products was an issue for many at the time. Hartsfield-Jackson arrived at Atlanta International Airport on Wednesday afternoon, on her way to a multi-day visit to specialty store Tootsie. There, she would meet and greet shoppers and build on the existing relationship for the next few days. There are plans to participate in over 50 events across the country this year.
The KZ_K Studio collection retails from $495 for a reversible silk, attractive camisole with a $2,895 leather parka in the $800 to $2,000 key price range. Outerwear is the leading category, especially convertible and reversible styles, followed by pants, blouses and dresses, Zamarlak said. Washable leather and clippers are also offered. KZ_K Studio has also created a capsule collection of made-to-order handbags with 1 Atelier.
A look from KZ_K Studios.
Courtesy of KZ_K Studio
As an incentive to spend, consumers and clients of stylists can receive “try-on packages” at their leisure or through virtual sessions to take a closer look at potential purchases. Many people took that option during the pandemic and they continue to use it, Zamarlak said. Consumers are not obligated to purchase try-on items before they are shipped, nor are they charged for consultations. There is a fee for change, which can be handled digitally or in person. However, stylists have their own models regarding consultation fees.
Originally published at Pen 18
