Africa is emerging as a powerful marketplace for fashion, and Western brands are clamoring for a foothold. Gone are the days when Western designs and marketing were simply imposed upon the continent with brands now scrambling to tailor their designs and messaging to African consumers. A critical way many are finding to gain legitimacy is partnerships with African influencers. These days, global brands like Louis Vuitton, Prada and Hermès are competing with a growing number of homegrown labels, as designers like Rich Mnisi, Kenneth Ize, Hanifa and Thebe Magugu tap into rising demand for African-made fashion. In order to succeed, Western brands must harness the power of local influencers, ranging from stars of Nigerian cinema, dubbed Nollywood, to television presenters, singers and influencers, technology company Heuritech said in a webinar titled “Discover the African Fashion Scene.”
SOURCE: WWD
More Stories
Local Footballers Protect Ghana’s Sea Turtles
Economic Pinch Forces Sudan’s Hand
Kenyan Stowaway Recuperating after Gruelling Flight
It’s Important to have Satellites Collecting Data about Africa, for Africa
African Innovation is Attracting More Interest from Global Investors
Was the Recent Vogue Cover The Best Way to Celebrate Black Beauty?
Kenya Selected for Listing in the Register of Good Safeguarding Practices
Malawi President Takes a Long Hard Look at His Cabinet
Africa’s Chief Health Leader Hopes to Put the Brain Drain into Reverse
Burkina Faso is the Latest West African State to Have a Coup
Las Vegas Resident Enjoys a Three-week Adventure through Egypt
Traveling along Namibia’s Skeleton Coast