Thirty-two-year-old Gambian economist Marie Ba used to buy most of her clothes online from British fashion retailer ASOS. But when she wanted to update her closet with some tailored wax print African dresses, she took a chance ordering through Ghana’s KIKI Clothing platform. “I was looking for something well designed and fitted, and it’s lovely to support brands based in West Africa, while looking quite unique in their pieces,” she says. Within five working days the clothes were delivered by DHL from Accra, to her door in Gambia’s largest city, Serekunda. And Ba became part of a growing ecosystem of fashionistas purchasing their clothes within the expanding African e-fashion market. Sub-Saharan Africa’s clothing and footwear market is worth $31bn, according to Euromonitor. The growth has prompted the expansion of foreign and local brands into the African clothing market. Companies are fulfilling increasing orders from the African diaspora, particularly in Europe and America, while sales of Ankara gowns and African print dresses are also popular among non-African consumers.
SOURCE: AFRICAN BUSINESS MAGAZINE
More Stories
The Marshall Nature Reserve Gives a Different Glimpse of the Sudanese Capital
The Journey of Moving Tanzanians Around
Correcting Kinshasa’s Commodity Crisis
Can African Leaders Rate Themselves?
First Black African to Win Grand Tour Stage
Financing Dangote’s Fertiliser Dream Tougher than Expected
This is a Moment for the Women of Kenya
US Support in Somalia Couldn’t Have Come at a Better Time
A Symbol of Sudan’s Resistance
Families of Trapped Miners in Limbo
Google Translate Announces an Addition of 10 Languages Spoken in Africa
All Four Tourists Reported Missing in the Fish River Canyon have been Accounted For