The market for kids’ clothing, both online and in stores, is quite saturated. Every year, there are big fashion trends and mega sales in the kids’ segment. At least in Pakistan, all market entrants stick to the rule book because it keeps the numbers in place each quarter.
In a smoothly floating market, what can one do differently?
That’s the question Bushra Shoaib asked herself when cramming through different options for kids’ clothing in the region. To no surprise, most brands are engaged in large efforts in customer segmentation, creating the right product for the right audience, and with marketing efforts in check.
This years-long steady curve of the market condition has not pushed anyone to think differently or try a different approach.
Today, we join an entrepreneur who has hustled and taken a different approach to her brand, MomYom, an up-and-coming kids’ premium clothing brand. With unique designs, masterclass stitching, color aesthetics, and variety, MomYom is set to be a customer favorite in the near future.
In conversation with the founder, who is ideally an extrovert, driven by high values, idealistic, and creative, she started the brand having strong instincts for entrepreneurship. In Pakistan, where more and more women continue to challenge societal norms and channel their innate creativity towards promising prospects and business ventures, Bushra realized her potential and stature among the leagues of individuals determined to make a difference for consumers.
Self-motivated with a strong work ethic, Bushra threw her hat in the entrepreneurship game, striving to create value and not just be another market entrant her customers would buy clothes from.
But these attributes are not what makes you a great entrepreneur. She understood this at the start of her career and realized that it would take more than just mere effort to accomplish her objectives.
In a market like Pakistan, most brands tend to float freely without taking long strides towards customer satisfaction. Market leaders are too focused on creating products that dictate customer preferences. Customers set preferences based on product catalogs available without much room for ideas that resonate with them on a personal level.
“Most entrepreneurs are intimidated by highly saturated markets like kids’ clothing. What difference can you even make? I believe your success lies in challenging the status quo. Going out there and daring to disagree with what you do not believe in. One fearless action at a time. One brave decision at a time. One bold choice at a time. That’s how you become you and not everyone else,” shares Bushra.
On what’s that one thing she always turns towards on the most demanding day for the business, she answered: “Creativity.”
In fact, according to Bushra Shoaib, that’s the best advice she has ever heard of: betting on creativity.
She believes that creativity is the most essential, and as an entrepreneur, you should always avoid limiting yourself.
“Most important thing I’ve learned is not to make a decision that limits my options. Self-conceptions are painfully limiting. We are always caught up in pulling up self-opinions. Often that limits opportunities for better days. It strikes me as a foolish step because it’s incredible what you can do if you allow yourself the freedom to after something.
“Niching down, pinning yourself into a corner, and not listening to your customers — it can be fatal.
“Sometimes it just means listening to your customer instead of dictating their choices,” added Bushra Shoaib.
This is exactly her brand’s value proposition. She never lets a subjective call draw away her hand. It’s an astonishingly simple but woefully infrequent aspect which Bushra understands her inspiration for MomYom to be. By listening to the customer, her brand is not only paying attention but reinventing the product — making it more than just an accessory their kids would have.
“It’s about not creating a kids’ clothing line; it’s about influencing a choice and establishing a personal sentiment that customers would closely resonate with when they buy your product.”
For any entrepreneur, it pays to remember that they have the means to pivot in the coming future, which is a change they choose to make. Testing your assumptions, trialing and failing, looking for answers in all directions can lead to remarkable discoveries.
On a final note, she adds about her brand: “The product I create is not remarkably different from others. But as an entrepreneur betting on creativity, I get to create my version of it.”
Too many people create a market-level product but not the product that reflects their customers.
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