waste

historically close to eight times a year.

is based on logic, she says. “I know

It was a painful, drawn-out task but the

what my customers love and what

end result is worth it. We produce our

keeps them coming back for more. In

garments in the cleanest, kindest and

designing a new collection, I always

most sustainable conditions.”

incorporate the ‘heroes’, which are the

Klodinsky has built her multimilliondollar swimwear brand from the ground up–twice–having to first change from

styles stylists and celebrities pull and in turn, always sell out. “I also ask my audience. We’re very

Frankie to Frankii Swim, and then from

lucky to have an extremely engaged

Frankii Swim to IIXIIST, a dual-relaunch

customer-base–I create polls on social

that came down to an overly saturated

media and get them to choose what

market filled with businesses that all

colours and styles are their favourites.

sound the same.

I then incorporate this feedback to my

“We as consumers are spoiled for

internal team and we go from there. As

choice when it comes to consumer

we produce our swimwear based on

lifestyle, fashion, beauty, food and more.

real demand versus mass production,

There is always something cheaper

it’s imperative we listen to what our

and perhaps even more ‘sparkly’ (even

followers want.”

though it may take six weeks to arrive or only get one-wear from it). “Start-ups that don’t understand their target market not speak to them

The relaunch has also welcomed new product categories to her range in response to the consumer demand for  loungewear.

authentically to transition one-time

“IIXIIST Loungewear is produced in

customers to brand advocates will

responsible quantities using sustainable

always fall short to copycat brands.

materials. We’re also manufacturing

Marketing and social media is a

locally right here in Australia in child-

commitment, not a strategy.”

free labour conditions… all of the

Indeed, everything Klodinsky does

important THINGS. November 2020  33