Selecting what you wear

By Cathy Ochung

Ms Carol Musei joined Deacons Kenya Ltd when it was a single franchise clothes company with UK brand Marks and Spencer (M&S). She has played an important role that has seen it grow to five well-known South African franchises that include Woolworths, 4U2, Truworths, Mr Price and Identity, Mr Price Home and Angelo.

Looking the part and definitely not anything her 38 years, Musei has risen to her current rank of franchise and buying manager from humble beginnings. She started off as an intern to become a management trainee with Deacons Ltd while still a student at the University of Nairobi, where she later graduated with Bachelor of Arts degree in Social studies. She has also attained a master in Business Administration in Strategic Management.

"I was very fashion-conscious and of course wanted something to do while still at campus, thus the attraction," she recalls. This was in 1992 and now she says the experience of interacting with people and learning about clothes, clothes sizes and people’s preferences and trends have come in handy all through her work line.

world of clothes

Then, she recalls, "they were not employing graduates and were specifically interested in designers," but all the same she applied for a management trainee post and was accepted. From there she got involved in the world of stitching and clothes sizes to later become a product manager.

"In retrospect, I owe my knowledge and eye for detail to the then MD and non executive director Diana Bird," notes Musei, who adds she has made detrimental and expensive mistakes in her line of work.

"I once overlooked the details on an order sheet from a supplier and have since learnt from my mistakes."

Two things she has applied to her work and from her previous mentors are attention to detail and training people to understand the systems from scratch. This she does to develop and train product heads and store staff on the product knowledge.

Deacons started its operations in 1958 and traded using the M&S franchise for the East African region. Later in 1980, the Government’s restrictions on imported goods to protect the local industry saw Deacons abandon the M&S franchise to work with the local textile industry.

Musei’s role includes creatively selecting what the Kenyan woman wants to wear. Her overall responsibility is for the purchasing and merchandising of all trade merchandise that the company stocks. She also prepares purchase budgets, continuously analysing cumulative sales and stock performance while at the same time managing a team of head products to ensure trading objectives are met, among other responsibilities.

"In franchising you don’t have to reinvent the wheel, but make the product work for your market," she explains.

body types

Deacons became a fully-fledged partner with Woolworths South Africa in 1994 and as Musei points out, the secret in the franchise business is one’s relationship with the franchise owner. "Our stores should look like the rest and set and meet the standards."

To be able to get the clothes suited for the market, Musei says she must understand the different body types from the franchise standards and to get the core product right.

Asked if the very popular second hand clothes common to even the working class is a challenge, Musei does not shy to say "cheap is expensive".

She says you cannot compare the fabric quality of a new outfit and the time frame you will keep the same outfit to the second hand one.

Deacons is very up-to-date with trends and as Musei reveals, they have a range of new consignments every two weeks available in different sizes to suite just about anyone. She describes the Kenyan shopper as fashionable and one who follows trends. She further divides the types of shoppers into two categories — the lot guided by international magazines and the classic dresser who is a bit conservative, but trendy.

Deacons, the umbrella company for the different brand outlets, caters for both types of shoppers, says Musei.