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The President of the Fashion Designers Association of Nigeria (FADAN) and Creative Director of Kola Kudus Clothing, Yusuf Kolawole Kudus, has advocated for Nigerian designers to consolidate their presence in the local market as a precursor to achieving global success.
He emphasized that while Nigerian and African fashion have gained recognition on the international scene, greater efforts must be made to dominate the domestic market of over 200 million people before venturing into broader export strategies. Speaking during a panel session at the just-concluded Africa Creative Market (ACM) 2024 in Lagos, Kudus noted that the influx of international brands into the Nigerian market underscores the country’s vast economic potential. However, he pointed out that many Nigerian designers are not fully capitalizing on this advantage.
“Everyone wants to tap into this market because Nigeria, and indeed Africa, has the numbers. The question is why are the Nigerian designers not absorbing these numbers?” he queried. Kudus argued that before expanding globally, Nigerian designers must first conquer the “internal markets” by catering to at least half of the local population.
In addition, Kudus proposed the establishment of government-supported fashion hubs across Nigeria’s six geopolitical zones. According to him, creating shared production spaces would reduce overhead costs for designers and enhance their productivity. “If there’s a shared economy space, the government can create production hubs and retail orbs that will cut costs and increase efficiency,” he added. Group Managing Director of GMYT Fashion Academy, Princess Oghene who also spoke at the event, highlighted the impact of the macroeconomic environment on businesses. She recommended that small businesses leverage digital tools to navigate the challenges posed by high inflation, policy inconsistencies, and the volatile cost of raw materials.
“Technology is the way forward. Entrepreneurs can reduce operational costs by building a strong online presence instead of spending on physical infrastructure,” she said, emphasizing that social media platforms have become essential tools for brand visibility and growth.
Oghene also urged designers to position themselves strategically by attending industry conferences and connecting with mentors, noting that such platforms provide vital opportunities for learning and networking.
The Africa Creative Market (ACM) event drew participants from across the continent, featured discussions on the growth of the creative industry and strategies for advancing African fashion. Industry leaders at the event urged the government to consider creating enabling environments to help designers maximize their potential, both locally and internationally.
