In 2009, a young woman stares at her law school rejection letter, her carefully laid plans seemingly crumbling. Fast forward to 2025, and that same woman is at the helm of a £6 million fashion empire, transforming an £8,000 loan into a global brand that’s reshaping the fashion industry. This isn’t the plot of a […]
In 2009, a young woman stares at her law school rejection letter, her carefully laid plans seemingly crumbling. Fast forward to 2025, and that same woman is at the helm of a £6 million fashion empire, transforming an £8,000 loan into a global brand that’s reshaping the fashion industry. This isn’t the plot of a Netflix series, it’s the real-life story of Fisayo Longe and her brand, Kai Collective.
In an industry where overnight success stories often mask years of struggle, Longe’s journey stands out for its raw honesty and strategic pivots. From launching collections that barely made a ripple to creating the viral Gaia dress that would generate £200,000 in revenue, her path to success is a masterclass in resilience and business acumen. Here are 5 takeaways from the success of the Forbes 30 Under 30 entrepreneur:
1. Fail Very Quickly
Before the viral Gaia dress that generated £200,000 in revenue, Kai Collective was struggling to find its footing. Instead of persisting with unsuccessful strategies, Longe wasn’t afraid to experiment until she found what worked. This willingness to acknowledge failure and quickly adapt proved crucial to the brand’s eventual success.
Interestingly, the fashion empire itself was born from what might have seemed like a failure—Longe missed the grades for law school. It’s a reminder that setbacks often redirect us to where we’re meant to be.
2. Social Media Following ≠ Automatic Sales
In today’s digital age, a large social media following can feel like a golden ticket to business success. Longe’s experience tells the real story. Despite her established presence as a content creator, she discovered that Instagram likes don’t automatically ring up as sales. In fact, some of her most loyal customers weren’t from her existing follower base at all—they were newcomers who discovered the brand through its strategic marketing efforts and fell in love with the designs on their merit.
It wasn’t until Longe shifted her focus to implementing a robust business strategy that Kai Collective began to thrive. This meant developing targeted marketing campaigns, creating clear customer journeys, and building a brand that could stand on its own, beyond the realm of social influence.
3. Apply Creative Campaigns That Break the Mold
While most fashion brands play it safe, Kai Collective does not. Take their handbag campaign shot in a strip club—a bold choice that did more than just turn heads. The unconventional setting spoke volumes: fashion should exist in every space, for every woman, in every moment of their lives. This fearless approach to storytelling extends across all their campaigns, including their striking AW23 collection, which celebrated women of all shapes embracing their confidence in Kai pieces.
Unlike fast-fashion giants racing to become the next unicorn, Kai Collective deliberately chooses depth over rapid expansion. “We’re not trying to be the next Zara,” Longe says. Instead, she’s building something more valuable, a brand that resonates deeply with its community. This commitment to authenticity is what has built a loyal following of customers who see themselves as part of the Kai story.
4. Operate A Solid Customer Experience
Kai Collective shows what it truly means to master the digital retail space. Despite having just five people on her team, Lounge understands what it means to truly interact with customers.
Instagram showcases the brand’s visual identity, SMS maintains direct communication, email newsletters deep-dive into brand stories, and their e-commerce platform ties it all together with a friction-free shopping experience. Customers receive personalized updates about restocks they’re waiting for, early access to new collections, and behind-the-scenes content that makes them feel like insiders.
5. Be Original
Perhaps the most organic market research came from Longe herself. By wearing her own designs in public, she created natural demand. When people started asking about her outfits, she knew she had a product-market fit. Additionally, her creative approach led her to create the viral Gaia dress and other outfits that felt uniquely her. With her genuine approach to product testing, combined with her unique design perspective and original aesthetic, Kai Collective was positioned to succeed.
0 Comments
Add your own hot takes