Tobago’s Premier Fashion Label Launches In The French Caribbean
Tobago’s premier fashion house, Kaj Designs, marked an historic milestone with the launch of the label in the French Caribbean island of Guadeloupe. To introduce this new market to the brand, Kaj’s executive team headed by Creative Director, Kevin Ayoung-Julien, and General Manager, Liza Miller, hosted a private sale and showing at Guadeloupe’s exclusive Caribbean boutique, KOD. This move established KOD as the first and sole retailer of the Kaj brand in the region.
The Guadeloupian boutique was first introduced to the Kaj Resort 2010/2011 collection, Shore Culture, at the 2010 Caribbean Fashionweek in Kingston, Jamaica. Ingrid Laballe, one of KOD’s founders and directors as well as the buyer for the store, recognised the potential for success for the Kaj brand in the French Caribbean. Upon Laballe’s invitation, the Kaj team visited Guadeloupe to engage in a series of promotional activities that culminated in an in-store invitation-only private sale and showing. Highlights of the trip included radio appearances on Guadeloupe’s leading station, Radio Caraibes International, with personality David Camatchy and feature TV coverage on Rebecca Marival’s programme, En Attendant L’info, on the main TV station, Guadeloupe 1ere. “We are excited to be the first Caribbean boutique to carry the Kaj brand. We felt it was crucial that we engage in strategic marketing tactics in order to assist in building brand awareness locally,” shared Laballe.
Amidst a crowded boutique where KOD’s chic artistic clientele overflowed from the store into the street with the fusion rhythms of Kako music spun by Guadeluope’s popular DJ, Exxòs, Ayoung-Julien and Miller, witnessed one of their dreams unfold. “We are thankful to see our vision realised. Over the last year, we have been patiently implementing our marketing strategy, which aims to establish our brand as one of the leaders in the region. The French Caribbean is an important one since it is a gateway to France and the wider European market,” said Miller.
The KOD boutique was launched in 2009 by its parent company, La Tribu. It is the first store in the French Caribbean to exclusively promote and retail twenty-five of the region’s top fashion brands from eleven Caribbean countries. Kaj Designs is now in the company of KOD’s other elite brands such as Meiling, The Cloth, Claudia Pegus, Talitha Kumi, Lubica and Mutumba.