Nigerian Fashion Brands are starting to dominate the fashion industry in Nigeria and in recent times, we see new brands emerge daily. In the past, certain Nigerian brands dominated the fashion scene and took the lead. A lot of people could not afford them because of prices as some of these brands are high end and luxury.
In recent times, however, the Nigerian fashion brands have grown so well it has become overcrowded. Now, it is up to consumers to decide which ones they prefer to shop based on prices, pieces available and quality. A number of people have overtime complained about the cost of these items saying, ‘Why should a made in Nigeria piece be so pricey?’ For others, it is in poor quality of the piece they’ve bought. While some others have given up on trusting Nigerian fashion brands and have decided to stick to buying from foreign brands.
What Can Be Done to Ensure Business Continuity for Nigerian Fashion Brands
1. Improving Quality
While a lot of retailers want to improve on quality, they also want to retain customers by not becoming too pricey. Since most of the items used to make a piece, for example a dress are not locally made, it may be hard for the designer to control the market price. And if a designer want to stick to quality, then prices will be affected.
However, if customers can come to trust your work based on finish and quality of materials used, it will be easy to have them coming back to shop from time to time. Hence, if you are very certain of your delivery, you can adjust your price and keep delivering top quality items.
2. Pick an Area of Expertise
If you are a clothe designer, it is understandable if you cannot make some pieces to perfection and you are not mandated to include them. If you want to be known more for making the best skirt pieces ever, stick to it and once people can identify you with that, it will be easy to trust you. As a designer, never be in a rush to jump on every trendy pieces even when you know you cannot deliver. And if at all you really want to branch out but you know you cannot deliver, it is okay to outsource. Or better still, hire extra artisans to help you meet this needs.
Since most businesses are online, a lot of people just trust their guts and what they have seen from pictures to make a purchase. And when their expectations are not met, they become disappointed and assume all Nigerian fashion brands are untrustworthy.
3. Treat all Customers Equally
I have heard reports where they say some brands tend to deliver quality products to celebrities and influencers and then sell inferior items to ‘regular’ customers. In that case, even when you come out to complain, people won’t believe them.
I believe a good business should be all about integrity and this is one thing Nigerian fashion brands should concern themselves with. It is quite unfair to treat your customers differently for reasons best known to you.
Some Nigerian Fashion Brands I Will Recommend
Lw_Couture is a ready to wear brand in Abuja, Nigeria. I was gifted a two-piece sometimes in June for my birthday by a blogger friend from this brand. The brand only requested for my size and some measurements, there was no fitting as I was out of town as at the time of delivery. And when I received the items, truth be told, I was very surprise at the finish, quality of material use and most especially, the fit of the pant. I have tried a number of Nigerian fashion brands pant in the past but this is indeed quite remarkable.
And one thing that I love especially about the outfit is the versatility, which I demonstrated by restyling the pieces in more than one way.
SGTCClothing is one I came across on Instagram and I had seen and read so many reviews about them. Sometimes last year I was gifted a piece which I styled on my Instagram and then later on this year, I patronized the brand. On both times, I was not disappointed and this is a brand I will gladly recommend to others.
As a fabric seller myself, when I see good quality fabric, I can tell and I actually appreciate brands that go out of their way to ensure their pieces are not worn once and abandoned.
3. FLORECER’s PLACE
The Florecer’s Place is in Abuja and it is a RTW and bespoke brand. It is owned by a style enthusiast and a working mom. I have always seen the brand owner effortlessly styling different pieces of her own brand and I have always admired it from afar. Last year, we crossed paths and I have shopped and worked with the brand time and time again and I have never been disappointed. Except for the time I sent the wrong measurement, if that counts. I love how their pieces are unique, great attention to details and beautiful finish.
So far I have gotten about 4 to 5 outfits from the brand and not a complain at any time.
Overall, Nigerian Fashion Brands are improving on a daily and there some that are still trying to find their feet. I believe one key way every designer can improve on is to take every review seriously and from time to time ask for review. Reviews shouldn’t feel like you are being attacked but it should serve as a guide for you to know areas of improvement. No man is an island and I believe most of the foreign brands that have become household names today started from somewhere.
This post is a collaboration with 4 other style bloggers in Abuja, Opeyemisdiary, Princessaudu talked about same on her YT Channel, Bytonye and Estephany and it would be amazing if you check up their post and read/watch their take on Nigerian fashion brands as well.
Are you familiar with any of these brands? And do you care to share your thoughts and experiences with Nigerian Fashion brands? Kindly do so in the comment section.
Let’s be social on:
Facebook – Debwritesblog
Twitter – Debwritesblog
Instagram – Debwritesblog
Pinterest – Debwritesblog