WoW Woman in FashionTech and Smart Textiles | Louise Nicholson, founder of Fifty One Apparel
Interview by Marija Butkovic
Louise, how did you get into fashion tech?
I have a background in textile marketing and have run a textile agency for the past 10 years.
What is the idea behind your project / product and how did you come up with it? When did you start with that business, how did you start and do you have other members in your team?
The idea behind our product is to offer a range of well made / classic garments that can be worn day or night for whatever end use be it lounging/ sleeping or in the office for women suffering in the menopause – the technology we use is one that was used by NASA to keep the astronaut’s body temperature controlled and also is used in Formula One driving as a base layer – so why not for the hot flushes!
The idea came about after:
A trip to Iceland with my friend who was stripping off in sub zero temperatures
Listening to a lovely husband on woman’s hour discussing the problems his wife was suffering in the Menopause. I had just finished a meeting in menswear and I thought – the fabric I have in the back of my car could be perfect for this woman.
Went home googled menopausal clothing and saw Polyester nightdresses in US for US$75.00 – that was the turning point!
Fifty One Apparel was launched in March 2018 with the help of my friend Barbara Warren. We have been fortunate to have amazing friends help us along the way which has been critical in these early months/ years as cash control is vital - Kim Mallinson an ex M+S buyer came on board and within a very short time has lent their extensive knowledge to good use in our fledgling business.
We have worked with freelance designers and social media teams and have been very careful to set budgets so we have to focus on what are needs are and what is the best way to drive sales. This is done on a month to month basis.
How long did it take you to be where you are now?
From this point till now around 4 years – working on focus groups and styling took up at least 18 months.
What was the biggest obstacle?
Having the balls to do it and remain focussed.
What are the challenges of being an entrepreneur in the niche you are in? How about being a female founder / entrepreneur?
I have worked for myself for many years so I am very self motivated and not afraid of hard work. The market I have targeted is very niche and to date is small but has such amazing potential which is exciting but needs managing. Costs have to be carefully considered as it is very easy to run away with the idea of having a brand and throwing money at it – I am more about the slow burn ( no pun intended ). Have a measured approach – we know we have a good product and the repeat sales bear testament to that.
What are your biggest achievements to date?
Launching this brand while working full time on my agency and getting a 5 minute slot on BBC Business Live.
What are your projects you are currently working on?
Autumn colours are coming out now and we are finalising shapes and colours for Spring / Summer 2020.
Is #WomenInTech movement important to you and if yes, why?
Yes, women in tech is so important because women tend to find a way to manage no matter what is thrown at them so it is always fantastic to see new products/ services out there to make life a little easier.
What will be the key trends in the fashion tech and wearable tech industry in the next 5 years and where do you see it heading?
I think the key feature in fashion is to make sure it is sustainable – that product is not made for a single wear and that has been a big message in our ranges to have classic colours / shapes designed to be worn day and night/ office or walking the dog! And to last – high quality technology where the makeup is very important to us, not to mention affordable prices. Value is really important and we do not believe in discounting – the prices are fair – we do not inflate our prices to then discount – that’s not our style.
What is the most important piece of advice you can give to all female founders and female entrepreneurs out there?
Believe you can do it. Ask for help – you cannot be good at everything – there will always be new challenges. Be very careful how you spend the money – not just in the early days – it is very easy to fritter and it achieves nothing – make every £ work.
Website: www.fiftyoneapparel.com
Twitter: @fiftyoneapparel
Instagram: @fiftyone_apparel
This interview was conducted by Marija Butkovic, Digital Marketing and PR strategist, founder and CEO of Women of Wearables. She regularly writes and speaks on topics of wearable tech, fashion tech, IoT, entrepreneurship and diversity. Visit marijabutkovic.co.uk or follow Marija on Twitter @MarijaButkovic.