b'Marcin Swigon, director, FringooFringoo launched less than two years ago. Its range of funky school supplies is targeted at children who love fashionable, affordable and practical stationery.Tell us about your role at FringooI am a director at Fringoo. This sounds good and easy, but in fact it is a lot of hard work involving overtime andFASHION IS A FORM OF SELF EXPRESSION, a lot of problem solving. I love what I do. I love creating new and excitingAND ACCESSORIES ARE OFTEN THE ONLY products, but it can be stressful, too.WAY FOR YOUNGSTERS IN SCHOOL I do everything from designing to dealing with manufacturers, stockists,UNIFORM TO DO THIS. marketing, even packing orders.I like to keep an eye on everything and there is no decision I am notWhy do you think the childrensWhat are your bestselling products?involved in.stationery market is so resistant toMulti-compartment lunch bags have the challenges of high-street retail? been very successful. Junior backpacks How long has Fringoo been makingThe market for kids school accessorieswere a hit, as well as 3-zipper pencil products for children? What got youand stationery is growing becausecases and eye poppers pencil cases. Its started? parents would rather spend moneyreally hard to choose because each The company has operated for onlyon practical gifts than toys. Fringoocollection has a winning model, and 1.5 years, and I am really proud of thedelivers both. Kids are excited to havethis changes according to trends. range of products we have created ina beautifully designed backpack thats such a short period. essential for school, too. This is howHow do you market your products?Initially, I spotted a huge nichewe make children and parents happy. Online presence is very important for in the market. In recent times ofus. Lifestyle photography plays a big excessive consumption, the kidsWhat makes your kids stationerypart in our sales. The Instagram and market has been relatively forgotten.special? Pinterest platforms are where we get an Instagram, YouTubers and bloggersWe are different! Cute colourfulidea of how to style our accessories in are playing a huge role in the kidsflowers is not what we do. Fringoo iseveryday use. Fashion is a form of self fashion sector. The unboxing trendfashion, style and identity. We listen toexpression, and accessories are often creates a desire for commoditiesour customers. We take the trendiestthe only way for youngsters in school with kids. Parents dont realise thatcharacters, such as llamas, sloths,uniform to do this. Our sales are online giving children an iPad even for 15unicorns and we place them in a funonly at the moment. However, we minutes will create a desire for thenarrative that kids can relate to. Wehave stockists around the world and products they see there for a lot longerdesign to create an experience. Ourare open to collaborations. 2019 is all than the time theyve spent on theaccessories are interactivebasketballabout growing and building a stockists iPad. Fringoo makes exactly whatlunch bags and collapsible bottlesportfolio. We want to become a well-they need. New, trendy colourfulfor example. Theyre not only schoolknown international brand. and playful accessories they alwaysessentials, they also make great dreamed about.practical gifts.What age group is your stationery aimed at?How do you tap into the minds ofAt the moment our age group starts the kids you design for? with toddlers and goes right up to 12 We always think about our audience.years old. However, were working on My daughters are my primarya teen collection which is going to be research sourcesthey are essentialreleased soon. to my work! They teach me trends. Instagram and YouTube are theWhat are your thoughts on Brexit?platforms where I find inspiration.Brexit is an unknown. Its really Keeping up with trends is essential indifficult to say exactly how it is going my job. I feel guilty spending so muchto affect companies like us. Nothing time on my phone, but this is wheregood or beneficial can come out of it. the ideas are coming from.We think its unnecessary. www.fringoo.co.uk 26 SPRING//SUMMER 2019'