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A FASHIONABLE BUSINESS
Alice McCall’s world is far removed from salads and mines, but she also understands the pressures of being swept up in an expanding business.
Launching her eponymous label at Australian Fashion Week four years ago, McCall says the business is still at “toddler stage”. With about 15 years on the international scene as a stylist and designer, however, she has industry credibility and has dressed the likes of Natalie Imbruglia, Mischa Barton and Kate Moss. A stint working with Australian fashion sensation sass & bide convinced her to establish the Alice McCall brand.
“I just felt I had enough tools and knowledge with regards to production and lead times and manufacturers, as well as the creative instinct,” she says.
The challenge for McCall is balancing creative and business demands. That has involved building a dedicated team that can cover all aspects of the business from accounting to design and production.
McCall says: “You’re only as strong as your weakest link in your business.”
Creating a design “DNA” that is recognisable has been crucial. Her label is “whimsical but with a hard graphic edge”.
Commercial realities have led to a two-pronged sales strategy. The Alice McCall label will target fashionistas at the exclusive end of the market, while a new diffusion line called Gracie is being distributed through General Pants stores to give the business a high-turnover, “price-pointed” commercial product. Showcasing her dresses on celebrities as they stroll down the red carpet has also been an invaluable marketing tool that can result in thousands of sales.
With about 16 fulltime staff and a new baby in tow, McCall says the need to have solid business plans is more critical than ever.
“It’s all very well designing the best product in the world, but if you’re losing money to make it, then you shouldn’t be selling it.”
Graduating from being the new kid on the block to a serious industry force has highlighted the importance of getting business issues under control.
“You can only deliver a product late once,” McCall says. “That comes down to planning and structures. So I’ve changed from being quite carefree to recognising that when you do build plans and structures your creativity flows even more.”
BANKING ON SUCCESS
As it eyes international markets, Sumo Salad will continue to evolve as a business and a food outlet. Baylis and the team will keep adjusting menus to ensure that they are healthy but popular – delivering the “full feeling” that the male demographic wants.
“It’s finding that balance between being true to your business and brand but creating mass market appeal through your offering,” he says.
He has appreciated having close ties with financial institutions in the Sumo Salad growth phase, particularly National Australia Bank, which has “supported the vision”.
“It’s extremely important,” he says.
For others hoping to mirror the Sumo Salad success story, Baylis has some final advice. “The business is a huge passion for us and we live, breathe and dream it. You’ve got to have that commitment to it or it will never get off the ground.”
