Karin is the first feature in a three-part series that highlights three Viennese women and their quest to leave a mark on the Vienna fashion culture. If you want the backstory, read this introduction article.

Who is Karin Kasaj?

Karin is a proud shop owner of four Karin Kasaj stores throughout Vienna. During our time together we talked shop, literally.

Karin shares her strategies on remaining competitive in an increasingly cutthroat retail environment, and what she really thinks about Viennese style.

“I love my work. I do it with my heart.”

Karin’s work ethic is impeccable. Her stamina to remain a confident woman in a challenging male-dominated industry illustrates her grit and resilience.

When Karin opened her first store in Vienna a little over two decades ago, she was working in a 160 sq. ft. space.

Since she didn’t have the space to store clothing, she had to continuously bring in new merchandise.

Out of necessity, she began making the trek to Italy (a 6-hour drive) every two weeks to hand select and haul back merchandise for the store. The clothes are then tagged and placed on the shop floor the very next day. For retail, this is quick!

Karin made it clear that there isn’t any prosecco served during these Italian buying trips. She prepares herself for a competitive, fast-paced, and relentless game.

In Karin’s words, she has to “be like a man” when selecting from wholesalers.

This strategy has been pivotal to her success and is one she continues to utilize today.

“Every main street in Europe now looks the same”

Truth.

Vienna has entire shopping districts where chain stores like Zara, Hollister, and Urban Outfitters fill the retail spaces.

These shopping areas, which are often found in city centers, lack culture and are beginning to feel nameless.

In a day and age where boutiques are being replaced by these big, fast-fashion retailers producing cheaply made clothes, Karin’s business is thriving and continues to leave its mark on Vienna.

Her visits to the wholesaler are so frequent that she’s getting in new items at the same rate (if not faster) than the fast-fashion brands.

She’s buying at a rate of approximately 26 times per year, while the rest of the retail business continues to revolve on a biannual or quarterly year buying schedule.

Karin is in a constant state of merchandising and marketing:

• What are people going to want to wear in 2 weeks?

• What colors are in trend, and what colors do I have in the store now?

• Will these new pieces fit in with the current pieces I have on the racks?

It’s a lot of work, but it gives her the advantage of flexibility with styles.

“Whatever the day gives me.”

Karin’s style is defined by the day. Her mood, the weather, what her day’s agenda looks like, and what’s in her store at the moment all impact her final look.

She knows how to put a chic look together, but when asked to describe her style, she said:

“I cannot say my style. I am always like a chameleon.”

Sometimes when she walks into one of her shops, the sales staff won’t recognize her.

Naturally, she wears what she buys, and can often even be seen matching a mannequin in her store.

“What Vienna style?”

Karin, flatly, doesn’t believe Austrians have style.

Instead, she feels Austrian women are afraid to challenge their comfort zones.

It sounds to me like the idea of enjoying fashion and style is far fetched. What should be a joyous expression of self becomes an activity in self-loathing.

Karin often hears her customers say things like:

• “I cannot wear that”

• “It’s for young people”

• “It’s too much color”

They don’t want to be looked at. It’s not the culture to be noticed.

This is why foreigner shoppers in Vienna stand out. She sees them as very different from the Austrians.

Southern Europeans are fashion conscious and enjoy shopping. Especially the Greek, Spanish and Italians!

Skip inviting the Negative Nancy on the shopping trip

Karin has many guests come through her store who bring their husband, wife or a friend to offer “advice” on what the guest should wear, try on, and purchase.

Karin often overhears the friend advise the other that the style doesn’t work or isn’t right for her.  

CAVEAT: of course friends can be helpful, but listen to yourself first. If you like something, ignore the friend and go with your gut!

Creating a personal style happens when you listen to yourself first, and others selectively. Be choosy about who you shop with.

You are worthy of a great personal style! Defining your personal style is an exploratory, positive process that doesn’t happen overnight.

Be patient with yourself, and get outside of your comfort zone every once in a while. Every moment you spend defining your personal style is an investment in yourself.

Thank you!

I couldn’t have done this article without:

• Karin, thank you very much for being a part of the Seeking Inspirato series. Visit one of Karin’s four store locations in Vienna.

• Sasha for the photos.