From One Generation to the Next: The Business of Fashion | Tareq Al-Kharof | TEDxMEU

Origins and Early Ambitions

• The family business originated in 1951 with the grandfather, Mohammad Ali Al-Kharof, who operated a workshop and store alongside his brothers 7s.
• The business gained recognition for a specific product known as the "Khaki suit," which became a hallmark of their brand during the 1960s and 1970s 15s.
• The grandfather’s success was attributed to his ability to distinguish his work, creating a lasting reputation that customers still reference today 30s.
• Thirteen years ago, before graduating from university, there was an ambition to make the family's suits competitive with Italian-made suits 45s.

Technical Study and Skill Development

• A suit is composed of more than just fabric; it involves complex elements such as padding, design, and a sleeve construction process that occurs in four distinct stages 55s.
• During a trip to Naples, Italy, for a conference, time was spent visiting local tailors to observe their hand-stitching techniques and materials 1m5s.
• These observations in Naples helped reveal the technical differences between various suits, including the importance of using 100% wool 1m25s.

Balancing Dual Careers

• Upon graduating from university, the father advised gaining external work experience before joining the family business 1m40s.
• Despite the father's advice, a decision was made to work at the family business while simultaneously maintaining another job 1m50s.
• The daily routine involved working at the other job in the morning, followed by working at the family workshop until the evening, and then closing the family store at 8:00 PM 1m55s.

Passion and Digital Marketing Strategy

• A personal challenge was initiated to prove the capability of developing and modernizing a family business to restore its former prominence in Nablus. 0s
• Social media was identified as the primary tool for business development and promotion. 15s
• Constant discussion of suits in social settings led to friends avoiding the topic, which served as an indicator of a deep-seated passion for the work. 25s
• Passion for one's work is described as an innate, inexplicable feeling similar to love at first sight, which is essential for problem-solving and continuous improvement. 40s
• Loving one's work allows an individual to perceive success even when the business faces difficulties. 1m5s
• The strategy to promote the family business, Al-Kharof, began by rebranding a personal social media page to leverage an existing base of approximately 1,000 followers. 1m20s
• Daily content creation involved taking selfies in suits and conducting photoshoots with a brother to showcase the shop's inventory. 1m40s
• Challenges in finding photographers for daily content were mitigated by the support of a manager at a separate place of employment. 1m55s
• The manager at the secondary job was cooperative because performance targets were consistently met, eventually encouraging a full-time transition to the family business. 2m5s

Transitioning to Custom Tailoring

• A significant turning point occurred when an Italian company contacted the business via Instagram regarding "made-to-measure" fabric. 2m20s
• Despite an initial lack of understanding regarding the term "made-to-measure," the fabric was requested for review while the father was traveling. 2m35s
• The arrival of high-quality, soft Italian fabric sparked a significant sense of excitement and nostalgia, prompting a shift toward the concept of custom tailoring. 0s
• A friend based in Italy suggested that the future of the fashion business lay in custom tailoring, a practice that was not common at the time. 15s
• When a customer was shown the Italian fabric, he expressed skepticism about the pricing and warned that introducing such a product would destroy the established business built by the previous generations. 25s
• Although the customer's negative feedback was initially discouraging, it was later reframed as a constructive warning about the risks of transitioning from standard products to luxury items. 45s
• To mitigate the financial risk of holding large quantities of inventory, the decision was made to incorporate custom tailoring into the business model, allowing for production based on individual orders. 1m5s

Evolving the Family Business Model

• After resigning from a previous job, a full-time commitment was made to work at the family company to help evolve the business. 1m15s
• Transitioning a business from standard offerings to a luxury brand is a difficult process that requires significant time for customers to adapt, but it offers the advantage of leveraging the family's long-standing history. 1m25s
• The decision to build upon the family name was driven by a desire to maintain a deeper sense of passion and to utilize the unique historical legacy that cannot be easily replicated by others. 1m35s
• The development of the business continued with a focus on introducing custom-made suits to avoid the risks associated with stocking large amounts of inventory. 1m45s

Store Rebranding and Sales Tactics

• The transition to selling ready-made suits required a complete overhaul of the store's aesthetic, as the existing decor had remained unchanged for 20 years and was deemed unsuitable for high-quality merchandise 0s.
• A rebranding strategy was implemented to change customer perception, which included installing parquet flooring and creating a new logo to ensure the store's appearance matched the quality of the products being sold 18s.
• Packaging was upgraded from plastic bags to cardboard, reflecting a commitment to elevating the overall presentation of the goods 38s.
• A strategic approach was used to introduce Italian-made suits; when a customer inquired about inventory, the store claimed the Italian suits were already sold out to generate excitement and anticipation for future stock 45s.
• By creating a sense of scarcity and demand, the store successfully secured a return visit from the customer, leading to the sale of the first two ready-made suits 1m15s.

Product Innovation and Quality Control

• Success in the fashion business is attributed to deep passion, where work becomes a central part of life and a constant focus, preventing boredom and burnout 1m25s.
• International travel to Italy allowed for visits to fabric exhibitions and factories, providing a deeper understanding of how different fabrics are manufactured 1m38s.
• Experiments were conducted in the factory regarding fabric composition and internal padding to improve the quality and durability of the suits 1m45s.
• High-end suits brought in by customers were analyzed and deconstructed to study their construction, which served as a basis for further product development and innovation 1m52s.
• The business model evolved to compete with Italian standards by analyzing and replicating high-quality manufacturing techniques observed during frequent visits to Italian factories over a three-year period. 0s
• A significant commitment to learning was demonstrated by spending 13 hours at a single trade exhibition to study industry practices. 15s

Establishing Brand Authority and Culture

• The brand shifted its focus from merely selling fabric to distributing a culture of fashion, advising clients on appropriate attire and color coordination. 25s
• The influence of the brand's style became evident when university professors began asking the founder's brother for fashion advice, signaling that the brand was successfully establishing its reputation. 35s
• Building trust with the audience involves educating them on the technical details of suit construction, such as the quality of the padding, the type of fabric, the buttons, and the use of horsehair in the internal structure. 45s
• The business transitioned into producing handmade, bespoke suits that are designed to be comparable to, or potentially better than, Italian-made alternatives. 1m0s
• The production process prioritizes quality and craftsmanship over cost-cutting, reflecting the founder's view that tailoring is an art form rather than just a commercial trade. 1m15s

Family Operations and Growth

• The organization has grown into a family-run operation consisting of 50 employees, with the founder's sister managing the factory and his brother overseeing the retail locations. 1m35s
• This collaborative family structure is intended to mirror the legacy of the founder's uncle and brothers who previously operated the business in Nablus. 1m45s
• The founder compares the feeling of achieving this success to a diligent student who fears failure despite having thoroughly prepared for an exam, only to ultimately succeed. 1m55s
• Public recognition has become a common experience, with strangers in places like airports frequently offering fashion advice or referencing specific content from online videos. 0s

Marketing Through Trust and Expertise

• Building trust with an audience through shared content significantly facilitates the sales process, as customers often arrive at the store already familiar with the brand's expertise and philosophy. 25s
• Establishing this rapport accounts for approximately 70% of a successful sale, leaving the remaining 30% to be completed through positive customer service and a welcoming attitude. 35s
• The business distinguishes itself in the market by manufacturing suits from the initial thread rather than simply retailing ready-made garments. 45s
• Sharing the technical, craft-based aspects of a business online is a highly effective marketing strategy that can lead to significant success if the content is produced with genuine passion. 55s
• Reflecting on past experiences, such as working alone to dress models for fashion shows at the AIA school, highlights the growth of the business, which now utilizes a dedicated team for tasks previously handled by one person. 1m10s

Core Principles for Long-Term Success

• Achieving a goal should not be viewed as the end of a journey, as dreams must be continuously renewed to remain relevant in a competitive environment. 1m35s
• A core principle for success in professional life is the commitment to being fair and just to everyone encountered. 1m50s
• Business owners managing large workforces, such as those with 1,000 employees or family members, must prioritize fairness and avoid personalizing professional matters to maintain healthy relationships 0s.
• Honesty in business is essential; it is better to lose a small amount of profit in the short term to maintain integrity, which ensures long-term success for decades 7s.
• A foundational lesson in business is to progress step-by-step while maintaining honesty to ensure the longevity of the enterprise 16s.
• Respecting and pleasing one's parents is considered the most important factor for opening doors to success in life 22s.

Leadership and Competitive Strategy

• While a business owner may naturally feel more affinity toward certain employees, they must remain objective and treat everyone with fairness to resolve workplace issues effectively 33s.
• Adopting the mindset that one has finished learning or knows everything is detrimental, as it leads to regression; continuous learning is necessary because no one possesses all knowledge 45s.
• Business owners should strive to stay two steps ahead of competitors by focusing on innovation rather than imitation 54s.
• Success requires creative thinking regarding marketing strategies and product sales to ensure the business remains ahead of others in the industry 58s.
• The Al-Kharof business maintains a competitive advantage by staying three steps ahead of surrounding factories through its unique approach to advertising 1m5s.