Hello there!!!!!
The fashion industry is one of the fastest growing industries world wide and one that remains afloat even when the economy is submerged under the waves of financial crises and sluggish growth. According to the 2014 Global Powers of Luxury Goods report of Deloitte, the luxury good market grew by 14.3% in the fiscal year of 2011 to 2012. The 75 largest luxury goods companies generated 171, 8 billion US$ in the same year. This was the time the global economy was still recovering from the 2009 financial crisis, yet threatened by the European crisis. Despite all the tense atmosphere, Michael Kors made news with an increase of 18.2% increase in profits and a total gain of 2, 182 million in 2012, obtaining the first place in the fastest growing fashion companies (Deloitte, 2014: 12). You may wonder why I am slapping your forehead with so many numbers at this point. The fact is there is room for African countries to penetrate this market and use it as a driving force for economic development.
Despite that, in the developing and Sub-Saharan African countries, most people thrift shop or have low cost tailors to make them clothes. It is never too late for entrepreneurs to open up their own businesses and be pioneers of the fashion industry in their respective countries. What is beneficial to the individual and the country as a whole, is that the fashion designer is able to create jobs, participate in the creative and innovative process' and also export the goods to other countries; which has the benefit of reducing the balance of payment deficit.
The comments and questions I often hear are that "the structure of our economy is not similar to the West", "I may not even have any customers, people do not really buy garments and shoes","Who will buy the products", "The consumers do not understand the difference between a tailor and a designer", "Where will I find the funds". All these comments and questions can be self-imposed limitations and be mental barriers to starting up a business. You cannot negate and dismiss the possibility of an outcome or a project before it has started. That's not a viability or possibility assessment at all, if no numbers have been calculated, no products created and no research or education done.
How about starting small and seeing how the market responds in case one does not have enough funds to do any market research, conduct surveys or focus groups. Starting small may also involve having an achievable short-term goal, which can later translate into something bigger and more long term. Like, don't go ahead and invest all your life time savings into something new in a possibly uncertain environment. But do start anyway!
You may ask why I believe that the fashion industry is the future of developing countries in economic terms. The fact is, people will always need clothes to wear, so there you go there is a market. As the Keynesian microeconomists view it, the demand is created by the producers not the consumers. Therefore it is up to the producer to suggest and convince the consumer that their products are worth buying. It is also a designer''s responsibility to educate the consumer.
Secondly the manufacturing sector or the stage of industrialization are what lead to exponential and more sustainable economic growth. The next question I guess would be "how do I apply this to my personal life". If you are interested in building up a company of your own, establish your vision. This simply means that one has to establish which market they want to carter for (i.e. ladies wear, menswear, bridal, shoes, textile, bags, etc.). Once the vision is established, as a visionary you know why you are starting up the business . Educate yourself about your niche, know the basics, consult the gurus and those who know better, humble yourself enough to acknowledge the need for constant learning. Thereafter, hire those who know how to bring your vision into life. This is truly one of the advantage of the fashion industry, it does not require extended years of schooling or sophisticated qualifications. If the talent and the passion is there, one can easily self-teach themselves. It's all about the will at the end of the day, how bad do you want it.
Furthermore, as a designer you can hire the tailors or shoes makers and consequently create jobs for the large amount of the population that only has practical/technical skills. Lastly and most importantly, once all has started up, be open to failing, because there reside the important lessons for your business. Run away from the naysayers, your vision is yours so do not expect others to see it as clearly as you do. Then be excellent at what you do!
The most relevant and real life example I have for you guys is the designers of UZURI K&Y. The two ladies started up their company in 2013 in their last year of undergraduate in Rwanda. They studied creative designs and turned their dreams into reality. What is mind blowing about these two ladies is that they did not start up their business with a loan from the bank. How financially savy is that? Very savy! (The best option is to find investors in case one does not have enough funds. The bank will charge you a high interest, have so many cumbersome conditions and terms. Should things go south, they are likely to reposes your belongings too).
Few years ago there was no fashion industry in Rwanda. Mind you Rwanda is one of the developing countries where the fashion industry is still at its infant stage, where most people thrift shop and do not understand the need for a designer if they can afford a low cost tailor. But these ladies put on their big girl's pants and started their venture at all cost and against all odds. Pioneers you say?! Kevine and Ysolde both started as garments and shoes designers but decided to focus just on the shoe making. What I love about their signature is that they stick to the African heritage, while providing a modern twist to the shoes and most importantly staying relevant to the market trends.
I myself had to order for one of their goodies. I was pleasantly surprised by their excellent customer care, their availability and feedback was prompt. As a frugal girl, child I needed that purchase to be kind to my pocket. Really for the quality of what I got, it almost felt like a steal. The gladiators only costed me 15000 Frw or 20 US$. The heel and the outsole are both thick enough unlike what we usually get on the market. That's a tick for the longevity of the shoes. Secondly, one is given an option about what colors and patterns you desire to have your shoes made out of. I love a lil color and a lil white (neutral color) to tone it down, so that's what I chose (see me stick to my personal style?). Thirdly, some of us struggle purchasing gladiators sandals because some of them cannot be adjusted to our small ankles. But the good thing about these I am wearing is that the straps are adjustable to the size of your foot, ankle all the way up to your knee. Lastly the stitches are well done and these shoes are so comfortable!!! Summer fav I say!!!!
PS: in case you would like to make a purchase you can order via e-mail to uzuricollection@gmail.com.
#Shirt: Mr P
#Dress: Mr P
#Denim Jacket: Thrifted
#Gladiators: Uzuri K&Y
Sunglasses: Cotton On
Threaded bangles and Necklace: Inzuki
