TalkingWithTami:Suzannes Fem-Totes is such a unique and needed product! Tell us what made you launch into this new business venture?
For some time now, I have been contemplating going back to work after being a stay-at-home mom for 15 years. I wanted to be back in the working environment, wanting to utilize my business skills acquired from many years ago, without having to work in a structured corporate environment again. I realized that I needed a career that would allow me to work flexible hours, and at the same time permitting quality time for my husband and children. I wanted a career that would be fun, innovative, and that would also utilize my creative skills with fashion and style. The Fem-Tote and Panty Pouch came about as a result of many years of traveling with my husband, not having the appropriate traveling cases for my feminine products, and lingerie. I wanted a line of traveling cases that were chic and fashionable while at the same time allowing for items to be compartmentalized and secured. I realized traditional traveling products did not offer this and this was my “ah-ha” moment and realized I was on to something good! Trying to convince my husband to participate in this venture was the next step!!!!!
TalkingWithTami: When you first had the idea to make the Fem-Tote,was it hard trying to get all your ducks in the row? Can you give us a lil insight on the beginning steps of it?
It was a very challenging experience trying to decide how to approach this business venture of manufacturing a product and marketing it properly. It is a very private and delicate subject to speak about, as young girls do not have the confidence to bring it up to their mom’s. To start with, being out of the corporate world and having a completely different background, in accounting and finance, and not manufacturing, retail or product development, made me realize that this was a bigger challenge than I thought it would be. I often found myself asking questions such as: Where do I start on how to go about getting this business off to a productive start? There were many questions that I had to ask myself. Do I contact a lawyer first? Do I contact a manufacturing company first? Do I need drawings or a prototype? How do I protect myself legally? How do I get this product manufactured and who would manufacture it? Will people like my product?
TalkingWithTami:What kind of consumers are you looking for to buy your product?
First of all, the consumer that needs this product range from as early as pre-teen to older women. Every woman or young girl should feel confident and secure when carrying their tampons, hygiene wipes, maxi and mini pads. It should be the item that she never expected to carry but always needed. I wanted them to be stylish enough for everyone so that no one knew what they would be carrying…that is where I came up with the saying, “Discreet Chic”.
The Fem-Tote was designed to be carried by women of all ages to give them that certain level of confidence and security when they have their monthly period to prevent accidents. Is it a chic accessory or is it a necessity that we need to provides a secured and sanitary environment for our feminine products.
TalkingWithTami: Advertising your product has to have some creative ways of getting the word out. Tell future entreprenuers out there, some creative ways they can get their product noticed?
It has been a challenging road to advertise. Advertising in print does require some money and creativity, especially since it is such a difficult topic to speak about in public. I have felt that I have done the best that I can in this market by using creative phrases to catch people’s attention such as: Be Confident, Be Secure, Be Discreet Chic; Hide & Chic; Is it an Accessory or a Necessity?; How do you carry your tampons?; and my favorite
Loose tampons making embarrassing public appearances?
All of my phrases make women stop and think about how they carry their feminine products. I observe a lot of laughter from the men and receive funny looks at times, but in the end…they buy!
I have heard, “finally some one is making a case that is chic and stylish.” “ I wish I had something like this growing up.” Wow, aren’t they cute, you can use them as a purse as well.”
By coming up with some catching, key phrases will make your product stand out and will help get your product out there. I have utilized emailers to retailers reminding them to purchase products for their stores, texting retailers to remind that they can order online or take advantage of a special.
I have sent out postcards and have advertised a lit bit locally because of budgetary reasons. Every little bit helps.
TalkingWithTami:Whats next for your company,where can people find it and what would be the ideal place to have costumers see and buy it?
The next line of Fem-Totes coming out by Summer’s end 2009 will be my unconstructed bag that it a little bit less expensive and more affordable for the average person. It will be monogram able, it will have some funky prints such as camouflage, skulls, as well as the classic Burberry print. I am also seeking to put some college prints on the bags as well. I would also like to venture into the eco-friendly market to make a bag that is from recyclable materials or organic materials.
The Fem-Totes will continue to have matching Panty Pouches at this point and we will be developing a bra traveling case to match, obviously trying to create a matching collection. Make-up cases look like a possibility as well!
I was very honored to be asked by a design student that I met at my first tradeshow to speak to the students at Philadelphia University in their Design Department in February, giving the students some insight into starting a business, giving them an overview of my business career, and what got me into this intimate apparel business.
Right now, my products are seen in small gift and lingerie boutiques throughout the United States. This is as a result of my going to various gift and lingerie tradeshows. I have not targeted the mass merchant at this point. My plans to do so will be within the next year with different bags and colors.
I would love to see my nicer leather products in the high-end stores at some point in the next few years.
You may also order online or sign up as a wholesaler on line and get wholesale pricing at:
www.intimateapparelsolutions.com
When finished, place it in the storage bag that comes with each GoGirl. Because it’s a flexible medical grade silicone, it easily folds flat and small. Wash with soap and water at your convenience and use again and again. I encourage women to practice using it at home (in the shower is a great place that first time!), before venturing off. You’ll quickly learn your technique!
