The plus sized market is a growing one, especially among children. While we, as parents, want our children to be healthy, it is impossible to ignore their needs. They need age appropriate clothing.
As a former plus sized kid, I was intrigued by RealKidz. Merrill Guerra has gone after the underserved above average market in childrens clothing and created an option that so many parents have not had for their kids before now. Furthermore, she has taken her unique approach and turned it into a direct sales opportunity.
Tell us a little about RealKidz.
RealKidz, Inc. is a direct sales party planning company that provides age appropriate clothing for 5-12 year old above average and average sized girls, soon to be coupled with an online social network for the families of these children to help them support their daughters and make healthy lifestyle choices for their families.
Our Mission:
To enhance children’s self esteem by providing them with clothing they look good in and are excited to wear and by providing their families with the support and encouragement to incorporate healthy lifestyle choices into their daily lives.
What is the inspiration for your business?
The idea for RealKidz came to me after experiencing the frustration of trying to find clothing for my plus-size daughter. After sharing this frustration with other mothers, I found I was not alone. Further market research revealed that the girls’ plus-size apparel market is a $3.2 billion market that is only 16% served. My idea for RealKidz goes beyond just serving an untapped market, but actually starting a movement to support all girls’ self esteem through providing them fashionable, age-appropriate clothing that both they and their parents are excited about.
What makes your clothing unique?
We have a proprietary sizing model, the K-I-D-Z Sizing System, that takes into account the different body shapes represented in the 5-12 year old demographics. Eventually we will provide slim and plus sizes in addition to our current offerings of average and above-average sizing. There is no other clothing company that takes such a granular approach to sizing thereby fitting more girls more accurately. Also, our above average sizes provide a more accurate fit for these body shapes due to our use of fit models to ensure appropriate fit. Finally, our focus on age appropriate clothing is a refreshing change to what most parents see in the marketplace currently.
What does your direct sales opportunity entitle?
Our direct sales opportunity gives women the opportunity to play a part in supporting girls’ self esteem by providing them with age appropriate, fashionable, and great fitting. It also gives them the opportunity to add bring in another $100, $500, or even $5000 a month to their families’ bottom line with part time effort. We have a great compensation plan in which they can become a senior consultant after sponsoring two people and they can reach a leadership position by sponsoring five people.
What are your requirements?
To become a RealKidz Style Consultant, all that is required is purchase of one of our kits (either the Basic Kit for $99 which includes catalogs, order forms and marketing materials and the option to purchase samples for 50% off list price or the Standard Kit which includes a set of 10 sample outfits, one in each size we offer, in addition to the materials that come with the Basic Kit). In order to maintain active status, the consultant must maintain $500 in retail sales over a rolling three month period.
You mentioned a social network that you’re working on. What can we expect from it? When do you hope to launch it?
The social network will be a place where families can come to get information from industry experts these will range from fitness experts, children’s health, food coaches, nutritionists to anyone who has an expertise that deals with the health and well-being of children and families. More than that it, will be a place where families can come to find support from other families who are trying to incorporate healthy and supportive lifestyle choices into their families. We will be working to develop a safe place for pre-teens to connect to one-another as well and support each other over a range of issues.
Because this effort will be funded by the revenue generated from the apparel sales we are concentrating on getting that portion of the business to cash flow positive. Once we can start dedicating resources to the social network we will roll out in a staged fashion. We’re hoping to see the first version in mid-2010.
Could you tell us a little more about the Michigan State industries program, what they do, and how you work with them?
The MSI program encompasses a wide range of manufacturing programs designed to provide inmates with both the hard and soft skills required to help them re-integrate into society and to becoming contributing, positive members of society. The division we work with is Cut and Sew Manufacturing. CSM has been operating for decades within the prison system making prison uniforms, guard uniforms, Dept. of Public Works uniforms, etc. About a year and a half ago, the Michigan State Legislature passed legislation allowing the Cut and Sew Manufacturing program to work for “for-profit” companies. There is almost no cut and sew manufacturing to speak of within Michigan so this provides another revenue stream for the state without competing with business within the state.
We use them to manufacture our clothing. We design the clothing, create the patterns, source the materials (from the US whenever possible) and MSI performs the cut, sew, finishing and packaging operations for us. This is still new to both of us and we are still refining the operations; but both of us are completely committed to the success of this relationship.
What lessons have you been able to draw from your business?
Before I founded the business, I had heard that everything in a start up takes longer and costs more than you think it will. I have learned that that statement is 100% true.
I have learned that passion and enthusiasm are required to keep pushing forward through all the challenges and setbacks that one encounters as an entrepreneur.
I have heard the term “delusional optimist” applied to entrepreneurs and completely own that statement. Delusional optimist is another description for an entrepreneur’s ability to see through and past obstacles to the possibilities that lie beyond.
I have learned to listen to my gut. There is a voice inside that sometimes is yelling directions that go against what might seem reasonable based on the information available. It’s important to pay attention to that voice. There’s often a reason for it.
Do you have any advice you’d like to share with those who are thinking about becoming a style consultant?
I’d encourage them to get in touch with us to find out more about us. I would also let them know that we are a pending member of the DSA (we are due to be voted on at the board meeting in September for approval) as well as a corporate member of the DSWA. We are working very closely with both organizations to provide the best support and training available to our new consultants and to make sure we position ourselves for strong and secure growth.
Finally, I’d like to get them thinking about what an extra $100, $500, or $5000 a month would mean to them and their families. RealKidz can help them make that happen and is excited to support them in achieving whatever their dream or goal is.