African Fashion’s Growing Global Marketplace Profile

Tales of African global fashion successes have multiplied in the last few years. African fashion is seeing its profile rise as more and more shows and festivals boost awareness of the continent’s designs, designers and models. In turn, African fashion and design is being taken more seriously as an income and job generator, and as a sector able to weather the ups and downs of the global economy: people always need to wear clothes.

If the global fashion industry were a country, it would rank 7th in global GDP (gross domestic product) (Fashion Performance Network).

In 2011, the apparel retail industry was worth an estimated US $1.1 trillion, and that could grow to US $1.3 trillion by 2016. And the sector is expanding in the global South. It is forecast that India and China combined will be as big a fashion market as the United States by 2015.

One visible aspect of this is the plethora of African fashion weeks that have sprung up.

Launched in 2011, African Fashion Week in London (africafashionweeklondon.com), or AFWL, is a reflection of how far things have come and how much higher the profile of African fashion now is.

The mission behind AFWL is “to promote emerging and established African designers and African-inspired designers from across the globe.” The number of attendees grew from 4,700 in the first year to 20,000 in 2012.

In 2012 it partnered with Côte d’Ivoire Fashion Week (https://www.facebook.com/pages/Cote-dIvoire-Fashion-Week/364950310210789), which will hold its third annual event in December 2013. This partnership has meant fashion designers from Côte d’Ivoire can benefit from the higher international profile of appearing at African Fashion Week in London. The theme in 2012 was “Ivorian Textile Products on the American Market.”

“London is one of the most important fashion capitals around the world,” said Côte d’Ivoire Fashion Week’s founder and CEO, Coulibaly Severin on the AFWL website. “It is a great honour for us and the African continent to have a professional international platform to promote African Fashion industry actors, African heritage, African values, African textiles through Africa Fashion Week London.”

The idea is to use the fashion week as a bridge to access the European market.

With the right support, African fashion businesses have huge potential for growth.

A distinctive “Afropolitan” aesthetic (http://afropolitanaesthetic.tumblr.com/) has grown as a phenomenon since 2005, influencing global urban design trends. It can be characterized as urban, sophisticated, tailored and boldly African in its use of colours and patterns. British designer Paul Smith (http://www.paulsmith.co.uk/uk-en/shop/) has been one of many designers to be inspired by the afropolitan look.

While African fashion trends have always influenced the global fashion business, the challenge has been to create viable global African fashion brands that can compete in the global marketplace and in turn create sustainable jobs in Africa.

Pioneers are showing that it can be done.

Featured at Africa Fashion Week in London in 2011, the Nigerian fashion brand Mmabon (mmabon.com) is now looking to pioneer new ways to buy and sell clothing in Africa. The company, which sells affordable casual and custom apparel, is launching a mobile phone app for all devices and is building its own Internet e-commerce website as well. Mmabon had been engaging with customers through Facebook and the BlackBerry smartphone, but realized it could offer a much better experience for customers through an app and an e-commerce website. This shows the future for fashion in Africa is going mobile and going online.

Founded by Elizabeth Idem-Ido, Mmabon is capitalizing on the fact Internet access is improving in Nigeria and is turning to online advertising to drum up customers. The fashion brand is trying to reach 16 to 34 year olds, of which 8 million are believed to be currently on Facebook in Nigeria, according to Idem-Ido.

There is a cultural change underway in the country: people are increasingly feeling comfortable doing commerce online and on mobile phones.

“Nigerian youths are now more willing to buy products over the Internet, unlike five years ago, with the likes of konga.com and jumia.com revolutionizing the online retail scene in Nigeria,” Idem-Ido, who is also a trained lawyer, told VC4Africa (https://vc4africa.biz/).

Konga (Konga.com) is Nigeria’s largest online mall. Opened in 2012, it offers a wide range of products for order across Nigeria. Jumia.com calls itself the “the biggest online shopping mall in Africa”, operating in Morocco, Egypt, Ivory Coast, Nigeria and Kenya. Another player is Ecwid (ecwid.com), which bills itself as an e-commerce solution for small businesses that “is a revolutionary shopping cart that seamlessly integrates with your existing website. It can also be added to your page on social media networks, such as Facebook or mySpace”.

Idem-Ido’s experience with Mmabon over the past two years shows how online marketing can be an effective – and cost-effective – way to broaden a company’s customer base.

“As a business, we have not physically met with 80 per cent of our current customers,” she said. “Orders have been achieved from referrals, BlackBerry Messenger contacts and our official Facebook page. Online marketing improves our visibility without owning a prime-location store and reminds, assures our already existing customers on why we are their preferred brand.”

Her fashion business began humbly as a part-time t-shirt printing hobby for her friends. Then people started ordering custom-designed t-shirts, and so she began a journey exploring fabrics in local and foreign markets.

Mmabon is now the official merchandiser for the Calabar Festival 2013-2015 (calabarfestival.com), the biggest street carnival in West Africa. Taking place in Calabar, Cross River State, Nigeria, it attracts a million people.

Mmabon is receiving help from Venture Capital for Africa, or VC4Africa (https://vc4africa.biz/), a community of entrepreneurs and investors helping to build companies in Africa, to raise further investment to grow the brand and the business.

Another success benefiting from international exposure is Malian designer Boubacar Doumbia (http://www.ndomo.net/english/index.html), who is currently making fabrics for design-savvy British furniture and home furnishings store Habitat. The prints with African themes have proven a hit with Habitat customers.

Working from a new studio in Burkina Faso’s capital, Ouagadougou, Doumbia (https://www.ashoka.org/fellow/boubacar-doumbia) is a leading advocate of bogolan (http://www.malimali.org/what-is-bogolan/), a Malian traditional textile dyeing process using mud.

He uses locally grown cotton, which is first dyed using plant-based dyes. A chemical reaction occurs when the iron in the mud is applied to the fabric and turns the existing plant dye black after three applications, or grey after two applications. The mud is washed off and the fabrics are placed in the sun to dry. It is a sustainable and chemical-free approach to dyeing fabrics and also creates vibrant patterns that have caught the attention of people in Europe and elsewhere.

Other outlets who have become enamored with African patterns and themes in Britain include Darkroom Boutique, House of Fraser and the V&A Museum, The Guardian newspaper reported.

As an Ashoka fellow (ashoka.org) – Ashoka is the largest network of social entrepreneurs worldwide – Boubacar is using the craft as a way to boost skills and opportunities for youth in Mali. He has “overhauled the traditional model of youth apprenticeship in Mali by putting young people in a central, entrepreneurial role from the outset. Rather than simply train students in the methods of textile production, he teaches professional, people and life skills, and encourages his apprentices to become self-sufficient, creative, and innovative”, according to the Ashoka website.

Elsewhere, African fashion style pioneer Gilles Belinga (https://www.facebook.com/GillesBelinga) has become a fashion phenomenon in China. The former communications engineering student had a deeply personal conversion to fashion and style upon arriving in Beijing; the buzzing and vibrant Chinese capital captured his heart.

“I discovered my talent and passion for fashion in China,” he told China Daily.

“I’ve also been given many opportunities here, so I want to pursue my fashion dream in China.”

The Cameroon native has a distinctly afropolitan take on fashion – elegant, tailored suits, strong colours, and a gentleman’s manner – and this fashionable posture landed him modeling work in fashion shows.

He arrived in China in 2008 after his parents divorced and he went from being in a wealthy family back home to having to do any job he could get to survive. He started out in Tianjin, China – an industrial city with a large high-technology sector – and then moved to Beijing to study.

It was there that he fell in love with the city’s fashion scene and hasn’t looked back.

“I never attended fashion school in Africa, but in Beijing, in this fashionable environment I realized that I like drawing clothes, matching colors and mixing fabrics,” he said.

“There are so many fabrics here, which has given me the chance to try out different things. Sometimes you might have a talent in you, but you might not discover that talent if you’re not in a place where it can come out.”

He now designs clothes and has them made by local tailors.

“When I design clothes for clients, I look at the whole person and what kind of message they want to deliver to people,” he said. “Then I check their skin color and think about style and fabric.”

He defies the elitist take on fashion that can be promulgated by fashion magazines and thinks good fashion is for everyone.

“I believe the way you dress sends a message to people about how you want them to think about you.”

He finds Beijing is full of opportunities and he is regularly stopped in the city’s trendy Sanlitun (http://en.wikipedia.org/wiki/Sanlitun) neighbourhood and asked to be in fashion shows.

“In China, you don’t know who you are going to meet. You could be anywhere and meet someone who can change your life.”

And he plans to perfect his skills and designs in China and then take them back to Cameroon one day.

And maybe, in time, Belinga will be the next big fashion thing.

By David South, Development Challenges, South-South Solutions

Published: October 2013

Development Challenges, South-South Solutions was launched as an e-newsletter in 2006 by UNDP's South-South Cooperation Unit (now the United Nations Office for South-South Cooperation) based in New York, USA. It led on profiling the rise of the global South as an economic powerhouse and was one of the first regular publications to champion the global South's innovators, entrepreneurs, and pioneers. It tracked the key trends that are now so profoundly reshaping how development is seen and done. This includes the rapid take-up of mobile phones and information technology in the global South (as profiled in the first issue of magazine Southern Innovator), the move to becoming a majority urban world, a growing global innovator culture, and the plethora of solutions being developed in the global South to tackle its problems and improve living conditions and boost human development. The success of the e-newsletter led to the launch of the magazine Southern Innovator.  

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Radical Drone Solution to Woeful Infrastructure in Poor Countries

Drones – unpiloted aircraft, formally called Unmanned Aerial Vehicles (UAV) or Unmanned Aircraft Systems (UAS) – have long been used for military purposes. The U.S. military claims to have 7,500 drones – a massive growth from just 50 a decade ago – and has used them for surveillance and combat in conflicts from Afghanistan to Iraq.

Drones can cost anywhere between a few thousand and millions of dollars depending on their size and sophistication. Some weigh as little as half a kilogram, and the largest can reach 18,000 kilograms (19 tons).

It is estimated 40 countries around the world are working on drones in one capacity or another.

Military drones come with ominous-sounding names such as Predator, Fire Scout, Global Hawk and Hunter. But many pioneers and innovators are setting out to prove drones can be a technology of peace and development and not just of fear and war.

YouTube provides many examples of drones being tested out as a delivery method. SF Express (http://www.sf-express.com/cn/en/product_service/product_intro/airline_delivery.html), a courier service in Dongguang, China has tried delivering parcels by drone. It is using a drone with eight rotor blades, called an octocopter (http://www.steadidrone.eu/octocopter-ei8ht/).

In Shanghai, the InCake bakery has used drones to deliver cakes (http://www.youtube.com/watch?v=fXwgwSkujOY). The service was brought to a halt after complaints from citizens, worried the drone would crash into someone.

The American pizza chain Domino’s has been testing drones for delivering pizza in the United Kingdom (http://www.youtube.com/watch?v=ZDXuGQRpvs4). A British company has used drones to deliver sushi to restaurant tables in London (http://www.youtube.com/watch?v=WV0yQYXLU34).

These may prove to be novelty experiments – or the early days of a revolution. Time will tell.

But serious thinking about drones is taking place in the area of development.

One pioneering company thinks it has a solution for two big problems common to many developing countries: the chaos, congestion and crowding that clog urban areas; and the poor or non-existent infrastructure in rural areas. Both problems make it expensive and time-consuming to move goods around.

A billion people in the world do not have access to all-weather roads, says the World Bank. Some roads are being upgraded in parts of sub-Saharan Africa but many are in worse shape than they were decades ago. Modern infrastructure is expensive to build, and the funds to do it often must be borrowed.

A startup called Matternet thinks it has the solution to getting around this problem in Africa, and in rapidly growing cities of the global South. It believes drones can come to the rescue where infrastructure is poor or non-existent, and save valuable wealth that can be diverted to real improvements in human development, or used to reduce congestion in crowded urban areas.

The Matternet (http://matternet.us/) is billed as “the next paradigm for transportation.” Matternet is offering a system and a concept for deploying drones as a scalable solution to overcome the problem of poor transportation networks in developing countries.

The artist’s vision on Matternet’s website shows drones buzzing their way through an urban high-rise landscape as they go about their business.

The Matternet drone design has two wings with three fans in each wing to allow it to take off and land vertically as well as flying in a straight line. There is a 10 litre space for packages and a rechargeable battery at the bottom of the drone. The drones can fly at 40 kilometres an hour, at an altitude of up to 121 metres and are guided by GPS (Global Positioning System) (http://en.wikipedia.org/wiki/Global_Positioning_System).

The drone moves in and out of a ground-station landing pod, where it is recharged, picks up new packages to deliver, and connects electronically to receive instructions. An entry and exit slot sits on top of the pod while there is a place at ground level for people to pop in packages for delivery.

Each vehicle costs US $1,000 and can last 10 years, the makers claim. Matternet believes the drones could transport 2 kilograms over 10 kilometres for just 24 US cents a trip.

Matternet’s Andreas Raptopoulos (https://www.solveforx.com/moonshots/physical-transport) hopes to push Africa away from simply upgrading its infrastructure along the lines of what is already in existence in developed countries. It is estimated it will take Africa another 50 years to have an infrastructure equal to North America. But why wait so long? Why not, he argues, just use drones or UAVs to knit a transport infrastructure criss-crossing the continent delivering goods and services to people?

Radical drone advocates like Matternet are very ambitious. They believe drones are to infrastructure what mobile phones have been to telecommunications: an advanced, 21st-century technology that enables countries to leapfrog ahead of old-school 20th century infrastructure and connect people up for much less cost and effort.

Imagine a city in the global South 15 years from now: canyons of high-rise buildings stretch from the central business district out to the suburbs where apartment towers replace office buildings. And whooshing through these canyons will be the drones carrying everything from takeaway food to medical supplies to the latest fashion items.

Anywhere in Africa can currently contact Matternet to arrange a trial of the technology (http://matternet.us/get-matternet/). The concept had field trials in the Dominican Republic and Haiti in the Caribbean. A large field test trial is being arranged for Lesotho, where the drones will help with delivering supplies to clinics serving patients with HIV/AIDS. The 47 clinics are spread out over a 138 square kilometre area and will be served by 50 ground stations and 150 drones at a cost of US $900,000. In comparison, building 2 kilometres of a single lane road would cost US $1 million.

Matternet is based in Palo Alto, California and founded by partners Andreas Raptopoulos, Paola Santana, Dimitar Pachlov and Darlene Damm.

It was conceived at the Singularity University (http://singularityu.org/) whose mission is to educate, inspire and empower leaders to apply exponential technologies to address humanity’s grand challenges.

By David South, Development Challenges, South-South Solutions

Published: October 2013

Development Challenges, South-South Solutions was launched as an e-newsletter in 2006 by UNDP's South-South Cooperation Unit (now the United Nations Office for South-South Cooperation) based in New York, USA. It led on profiling the rise of the global South as an economic powerhouse and was one of the first regular publications to champion the global South's innovators, entrepreneurs, and pioneers. It tracked the key trends that are now so profoundly reshaping how development is seen and done. This includes the rapid take-up of mobile phones and information technology in the global South (as profiled in the first issue of magazine Southern Innovator), the move to becoming a majority urban world, a growing global innovator culture, and the plethora of solutions being developed in the global South to tackle its problems and improve living conditions and boost human development. The success of the e-newsletter led to the launch of the magazine Southern Innovator.  

Follow @SouthSouth1

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Pioneering African Airlines Help to Expand Routes

The last decade has seen a revolution in African air travel. The number of air routes has grown and this has paralleled the economic growth across the continent. As demand has been strong for Africa’s resources, it has also fueled a consumer boom that is benefiting an increasing number of people.

More and more people can afford to fly and flights are taking Africans to cities across Africa and out of Africa to visit cities around the world. These flights also bring in a growing number of tourists and business people.

As growth continues despite the many obstacles and challenges, and as urbanization rolls onwards, new routes have sprung up linking the continent’s cities to each other and to the world. National and local airlines have evolved to meet growing demand for flights, with the big global airlines moving in to compete.

Africa’s airlines, tourism and airport authorities gathered in early 2013 to discuss how better to link the continent up by air, and the fruits of this collaboration are coming to light.

A recent new entrant is Fastjet (http://www.fastjet.com/us/). Bringing the highly competitive budget airline model to Africa that has proven so successful in Europe, it is owned by Britain’s Easyjet and has its hub in Dar es Salaam, Tanzania. It will offer low-cost flights to South Africa, Zambia, and Rwanda in autumn 2013 and, ambitiously, hopes to become “Africa’s first pan-continental low-cost airline” (BBC). It has 10 aircraft.

If people book early, they can snag a one-way flight between Johannesburg and Dar es Salaam for just US $100.

Fastjet is also creating a low-cost airline in Nigeria in partnership with Nigeria’s Red 1 Airways (red1air.com). One airline also expanding its routes is Daallo Airlines (daallo.com) from the small nation of Djibouti (http://en.wikipedia.org/wiki/Djibouti) in the northeast Horn of Africa.

Its website shows straight away how the airline is able to help link up cities normally left out of global air routes. Flights can be booked for journeys between Djibouti and Somalia, a country only now beginning to recover from decades of civil war and anarchy. Daallo also flies to Nairobi, Kenya, the East African hub for international agencies and corporations, to Dubai in the United Arab Emirates, to Jeddah in Saudi Arabia and Hargeisa, capital of the autonomous region of Somaliland (http://somalilandgov.com/).

It also offers weekly cargo flights to these destinations. Daallo has a Boeing 777 and an Antanov AN-12. Djibouti is tiny but well positioned as a transport and shipping hub. It has invested heavily recently in its port facilities and benefits from good security, with a large U.S. base located in the country, Camp Lemonnier (http://www.cnic.navy.mil/regions/cnreurafswa/installations/camp_lemonnier_djibouti.html), home to Combined Joint Task Force – Horn of Africa.

Further improving flight access in Africa, in August 2013, South Africa saw a new low-cost airline enter the marketplace. Safair (safair.co.za) is operating 10 daily flights between Johannesburg and Cape Town using Boeing 737-400s.

Ethiopian Airlines (http://www.flyethiopian.com/en/default.aspx) has also started a strategic partnership with Malawi Airlines as part of its Ethiopian Vision 2025. This will make the capital of Malawi, Lilongwe, Ethiopian Airlines’ third hub on the African continent. It has its main hub in Addis Ababa, Ethiopia and its West African hub in the Togo capital Lomé.

By David South, Development Challenges, South-South Solutions

Published: October 2013

Development Challenges, South-South Solutions was launched as an e-newsletter in 2006 by UNDP's South-South Cooperation Unit (now the United Nations Office for South-South Cooperation) based in New York, USA. It led on profiling the rise of the global South as an economic powerhouse and was one of the first regular publications to champion the global South's innovators, entrepreneurs, and pioneers. It tracked the key trends that are now so profoundly reshaping how development is seen and done. This includes the rapid take-up of mobile phones and information technology in the global South (as profiled in the first issue of magazine Southern Innovator), the move to becoming a majority urban world, a growing global innovator culture, and the plethora of solutions being developed in the global South to tackle its problems and improve living conditions and boost human development. The success of the e-newsletter led to the launch of the magazine Southern Innovator.  

Follow @SouthSouth1

Google Books: https://books.google.co.uk/books?id=I_hcAwAAQBAJ&dq=development+challenges+october+2013&source=gbs_navlinks_s

Slideshare: http://www.slideshare.net/DavidSouth1/development-challenges-october-2013-issue

Southern Innovator Issue 1: https://books.google.co.uk/books?id=Q1O54YSE2BgC&dq=southern+innovator&source=gbs_navlinks_s

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