I attended Sinesia Karol’s presentation of how she became a very successful businesswoman in the fashion industry on February 18, in Congdon School of Health Sciences in the Callicut auditorium. Sinesia Karol is an entrepreneur of swimwear and she was born in Vitoria, Brazil. She is the founder and creative director of her company. When she first started the launch of her swimwear line, she did not have a business plan. This led her to have many headaches and complications throughout her launch. She recommended that if you are going to start a company, to be sure to have a business plan, because it will only help you in the long run. She didn’t have the luxury of taking business classes as many of us have at High Point University. Another useful tip she gave us was to find people who can help you and create strong relationships with them. She was able to visit High Point University in February because this is a time when her company is receiving orders.
She launched the SINESIA KAROL Swimsuit Line in New York City in 2012. Her first buyer was BERGDORF GOODMAN, who happened to come to her first showing of the swimsuit line. Then, she began doing trunk shows. Even though she created this swimsuit line and ended up being very successful, at the beginning she had no idea that you must deliver the orders on a specific date and no later. However, she has her own manufacturing plant, so she makes sure all orders get delivered by their specific date. After doing trunk shows, she began doing trade shows, which is where you sell your products. You have to make sure they are the right fit, you have the right customers, enough demand, you are fitting the budget, sales will cover the cost, and you have to make sure you follow up with any customers who buy the products.
She began creating swim collections, which turned into her idea of having a fashion show. She had to hire people in textiles and production. Next, she had to go through with the process of choosing models, of which she had 200 applicants and she had to pick 22. These models could be from all over the United States, meaning she had to pick women from all over the country to wear her products. Her brand proposition is to be “one-of-a-kind” because they cost two hundred dollars and above. Although fashion shows are expensive, they are a free marketing tool and allows potential buyers to see her collections. She then gave more advice and said: “Know what you want and know what you do NOT want.” This advice has helped her throughout her career with her business because she knew that she didn’t want to be trendy, but she wanted to be unique. Being unique is a struggle for women all across the globe. She had a lot of confidence in herself and her products, and it really paid off.
She has a flagship store in Bahia, Trancoso, Brazil which was opened in 2016. This store is located in the center of Brazil and is a target for travelers, meaning that it is free marketing and brings an international crowd. This made me think of our class and how her products bring women from all around the world. Her products can allow women to create relationships by meeting in a store or even talking to each other through social media about their love for her products. This could strike a conversation that leads to a friendship. Her swimwear line is sustainable and eco-friendly. They also use left-over material to create other bathing suits. She mentioned wanted to expand her line to include shoes, bags, hats, and sunglasses. Her products were featured in Sports Illustrated and all of the swimsuits were $360; she is also an official sponsor of Miss USA 2019. She stated she has been so successful because she is “determined, passionate, and works hard.”
The fact that Sinesia Karol was from Brazil really caught my attention because she came from another country and still managed to be very successful once she moved to the United States. Obviously, she moved here under different circumstances than most of the women we talk about in our class, but it’s still very impressive that she traveled here from another country and made this massive impact on the United States fashion industry. Her mother used to handmake all of their clothes, which is how her interest in fashion began. It also really caught my attention that she was the official sponsor of Miss USA 2019 and her bathing suits were featured in Sports Illustrated. Miss USA is a great accomplishment because it only includes women who may potentially go on to compete in Miss Universe. The Sports Illustrated cover included three very powerful women, including Simon Biles. Simon Biles has made a major impact on how many women view their bodies. Sinesia Karol is a role model for women around the globe. She made something of herself because she works hard, is determined, and passionate.
Her products are sold both in Brazil and in the United States. She had to learn the differences in styles between the two countries. She recently had a buyer from Greece, where she will be selling products within the next two years. She told us her goal was to sell her products in as many places as possible. She wants to go global. Along with going global, she has to learn the styles in the other countries and design based off of that. Sinesia Karol has made a name for herself and a reputation for her products, that many people dream of. It was very interesting to hear about how her travel to the United States helped in her success story.
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