The October 2019 Issue

Monica Kansiime Of Ipigogo House of Fashion Talks Success, Inspiration, and Influencer Marketing

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Sustaining a fashion brand for over 10 years is no small feat, many of them fizzle out before we even know how to pronounce their names. Today we shine a spotlight on Ipigogo Fashion House. A favourite of stars and fashion lovers, a fixture at weddings and red carpets, Ipigogo has blossomed into an household brand, while sticking to its DNA.

I sat down with Monica Kansiime, the business savvy creative director of the brand, to share her business tricks.

How did you start this brand?

Well, I started Ipigogo from my hostel room, way back at campus. It was a bit tricky but I knew what I wanted. I had always wanted to do something to do with art; creative stuff: fashion, interior décor. Of course my family supported me, they believed in me. But you know I was a young girl who was still in school. I think it was 2008 and I was at Makerere University.

At the same time, I was Miss Uganda, so it was a bit crazy, juggling school and my responsibilities as Miss Uganda. I finished my course after three years (Bachelor’s Degree in Industrial Art and Design) and in 3rd year it was a prerequisite for every fashion student to own a sewing machine, so my big brother stepped in and bought me a sewing machine. He said, “Now that I have got you a sewing machine lemme hope you will think outside the box.” He told me that because I come from a humble background, without both parents, he was the guardian, so amidst all odds, beating relative’s expectations; they always looked down on the course.

“You’re in university, toyina bazadde (you have no parents) and then you’re doing a lame course like…” they saw this as a lame course for them they see this and think osoma kyalaani (you’re learning to sew). They didn’t know the different things they taught us or how they would be of use to us later. It kind of pulled down my esteem but deep down in my heart I knew it was what I wanted.

So I’d do my coursework, make my clothes from campus, I’d put them on and people would compliment me. I’d tell them I made it and that’s how I began building my clientele. I had to be my own billboard. I’d create pieces for my classmates, then friends going for parties – by then we would even make stuff for free because we just want to see someone wearing something you created. Then I came to this building where I have been for quite some time, in a smaller room upstairs, one sewing machine-of course it was challenging. Not so many people believed in tailor made clothes, they always had that mentality “tailors are disappointments” Very few people believed in couture dresses, they wanted already made. But I persisted!

Walk me through that part when you transitioned from your hostel room to a room in this building, how did you make it happen (financially)?

I had to tell my brother that I need to be independent. I needed a place where I could be located other than my room. So he paid for me 3 months; with my sewing machine, I started. And I never asked for anything else so it was upon me to make ends meet, as there were other siblings behind me that also needed his support.

What is the general aesthetic of your brand?

Well Ipigogo means “a peacock” in Zulu, and coming from a beauty queen, it’s the most beautiful bird in the world. I was inspired by its colours. I wanted a name that was African, and yet so beautiful that it inspires the world. Here we design and tailor wedding gowns, maids’ dresses, changing dresses, smart casual, African wear, you name it. As you can see we also have men’s clothing; we want everyone to feel at home. You get in here and you can pick something for the whole family. We are here to serve.

Other than the peacock, where else do you draw your inspiration?

Society inspires us every day, and I do inspired work especially for the runway, but then a client will walk in and say I need a dress for a wedding, it’s going to be outdoors, I want it to be vibrant, so I start thinking of the colours, I tailor it to their needs.

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Do you have particular fabrics you work with?

I’m quite flexible with the fabrics, although we all know Uganda doesn’t produce fabrics, so we depend on the business people who ship in fabric from China, or Dubai. Whatever fabric it is, it’s easy to deal with because I know how to handle it. I know that this fabric does this, the other does that, when you have knowledge about fabrics, it’s easy to work with them all.

10 years in business is no small feat, what has been your marketing strategy?

Well, the only marketing we have is social media. We created an Instagram page, Ipigogo fashion, a Facebook page, and of course we dress socialites to boost the numbers, we do fashion shows to create awareness, that hey! We are around, we are still in the game.

Talking about socialites, what’s your take on influencer marketing?

I’m so into it because it helps us. It’s a two-way thing; if you’re an influencer, in order to be out there you need to be out there, you need to look awesome, you need to look great. So you liaise with a clothing brand, to bring out your personality well; your presentation is what matters. Out there, people care about you because you’re an influencer. Then they’ll want to know, who are you wearing, what hair, lipstick, those shoes, where are they from? So it is a strategy that improves the influencer as a brand and also brings in numbers for the fashion designer.

How do you go about sourcing talent for the fashion house, like seamstresses, tailors, etc.…?

It’s all about training. We look like we do the same thing but everyone has a different way of cutting, stitching, not everyone knows what you’re doing. So I bring those who have a little skill or even none, but you see they have potential, train them to do what I want, and then if they’re interested in working with me, I retain them.

Those that want to go on and fly their wings, it still happens. We need each other, so we help each other. You don’t hold onto someone because you helped them attain a skill, it’s their choice to work with you. It’s a bit challenging though. You train someone, they look like they really want to work with you, and then they disappear and disappoint you. You never know, so someone will be like, I was unable to work because I stay so far away, there is so much traffic, and so I decided to create my own brand.

Should we expect an Ipigogo fashion school in the future?

Hahaha, I’ve been doing it, I’ve been teaching on the low, I only teach serious students.

Say I come and say, I want to learn how to sew, how to make an amazing dress, what would that take?

I only do that for the first 6 months of the year; from Jan to June. I don’t take in students towards the end of the year. It’s a bit busy. There is a fee, but I’ve decided to keep that confidential. I don’t have a standard yet, since it is not a fashion school, I do that privately.

What is your opinion on the Ugandan fashion scene right now?

It’s progressing well, I think we’ve really upped our game as designers and the industry as a whole. Say we have a red carpet event; you might find that everyone has a designer tailored dress. People have embraced that. Also, the skill has improved, people used to make a lot of shabby work, buttons uneven, threads are peeping, etc… but thanks to social media, we are always online, you can literally teach yourself how to make a dress online – just type in “how to make a dress” and the patterns are there, the instructions… So I think, we are doing well. I’m so proud of us, as a fashion industry.

How have you managed to carve out your space in industry?

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It’s broad. I can’t dress everyone. No designer can dress the whole Uganda, so you come in here with your touch, your uniqueness and skill, and the audience is always there waiting to receive it. Discover your strength work on that, of course challenges come but you work it out. Competition is very healthy, when we are many, we start thinking. It’s like a jungle, survival for the fittest.

So how have you been able to sustain this business for this long?

It’s the grace of God. I can’t say it’s been about me. I put God first in everything that I do, so before I walk in here I say “God, this is our business, you’re the CEO, I’m an employee. Use me, I’m here to serve. Let your hands be my hands” simply that.

What other challenges have you had to deal with?

Of course the fashion business is not like food, where you have to eat something warm every day. We have a peak season; we have a low season. Right now is peak, when you walked in I was cutting patterns for a client’s dress. So there are moments when clients have just taken kids to school and there are no parties. At the beginning of the year there’s really not much happening, just work work work. So you cope with that – it takes both the sun and the rain for a flower to blossom you can’t just be peak all year long. That moment when there’s no business is there to test you. Is this your calling, is this what  you really want? Some people when this happens you find them frustrated and ready to quit. But on the days you’re not making money, are you thinking? Are you creating something new? Are you feeding your mind with knowledge? So that when the peak season comes, you’re ready.

What are your goals going forward?

I see myself being better because every day I strive to be better than I was yesterday, I want to be a better me, a more meaningful me.

Any plans to go global, or not…

Yeah of course, I want to be in the diaspora

Who would be that one person you dress and you’d know that you’ve made it

My dream client would be Oprah Winfrey. But in the diva aspect, I’d love to dress Beyoncé

Do you have any advice for the younger people who might want to join this industry?

For the young people, just know it takes persistence to realize dreams. They shouldn’t think it’s all about being in school and getting the theory and fail to practice. The more time you spend working on your skill, you learn more. You teach yourself so many things. You only get the basics from school. You need to put God first, work hard, and have persistence – don’t dream of being a fashion designer today and tomorrow when you meet a musician you say no, I think I want to do music. Know what you want and discover yourself. Never give up, nothing comes easy, but it takes a persistent spirit to make it.

Another thing I almost forgot to tell you, Ipigogo fashion house recently launched an events décor company, but I think that’s for another day.

satisfashionug@gmail.com

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