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By Rita Okoye
Fashionpreneur and project management professional, Sefunmi Fadahunsi, has a deep passion for fashion and art of business growth. She brings to the table a wealth of knowledge, experience, unique blend of creativity, strategic thinking, and a commitment to continuous improvement.
Sefunmi’s entrepreneurial journey began at an early age when she had the opportunity to support and run her mother’s retail business. This experience not only exposed her to the inner workings of business, but also ignited in her a deep fascination with entrepreneurship.
A graduate of Linguistics, Sefunmi first became interested in fashion and style during her university days, around 2009. “It was during that time that I began exploring different artistic outlets, including fashion. The world of fashion design became a captivating avenue for self-expression, allowing me to unleash my creativity and translate my ideas into tangible garments,” she said.
After testing the business model in 2011 and again in 2016, Sefunmi gained valuable experience and insights into managing garment production and its retail aspect. Driven by the desire to create beautiful, well-crafted garments that resonate with people, she fully launched Skirts Factory in 2019. Her niche focus on skirts allows her to specialise in delivering exceptional quality and design within the garment category.
“Our dedication to skirts has enabled us to develop a deep understanding of fit, comfort and style, specifically tailored to enhance a woman’s grace and individuality,” she posited.
But why specialize in skirts only? The fashionpreneur responded: “We noticed a gap in the market, particularly in sizing and availability, which inspired us to create skirts that cater to the unique body shapes of African women and women in general. To ensure the perfect fit, we took proactive measures by measuring over 100 women to understand the intricacies of body sizes. Based on this extensive research, we developed a size chart that has resulted in less than 1% return rate due to sizing issues. Our focus on delivering skirts that fit well and flatter different body types has earned us the trust of our customers.”
Skirts Factory offers a diverse range of skirts to suit the everyday woman in various aspects of her life. Whether it’s for the workplace, parties, casual outings or special celebrations, the brand boasts a collection that captures elegance, confidence and individuality.
“We take pride in our commitment to exceptional quality and style, which has established a strong brand identity for Skirts Factory. Our goal is to create timeless pieces that empower women and leave a lasting impression. We believe that by specializing in skirts, we can perfect the art of skirt-making, address the specific needs of our customers, and provide them with a wide variety of options to express their personal style.”
In the dynamic and fast-paced world of fashion, Sefunmi is constantly inspired to innovate and stay ahead of trends. “To find creative inspiration for Skirts Factory, we begin by immersing ourselves in the everyday lives of the women we design for. By interacting with our target audience and understanding their needs, we gain valuable insights that shape our designs. We also keep a close eye on fashion trends, industry developments, and economic factors such as the impact of events like COVID, as they provide us with important context and influence our creative direction.
“In addition to these, we draw inspiration from nature, which serves as a constant wellspring of ideas. The vibrant colours, intricate patterns and organic shapes found in the natural world inspire us to create unique, and visually appealing designs. We also stay informed about the latest fashion trends by attending runway shows and exploring the works of other brands. This allows us to stay current and innovative in our designs,” she explained.
As a fashion entrepreneur, Sefunmi has encountered both memorable and challenging experiences. One of the most significant challenges she faced was the impact of the COVID-19 pandemic on her business.
“Just eight months after our launch, we experienced a decline in sales due to the high volume of inventory sitting without demand. Additionally, the sudden change in fashion trends and the shift towards remote work further affected our business, as the demand for formal skirts, which constituted a significant portion of our designs, declined. However, amidst the challenges, we have also had many memorable moments. One of these moments was when we were recognized and selected for training by an international body in 2020. This recognition validated our efforts and highlighted the potential of our brand.
“Another memorable experience was our participation in the Gtbank Fashion Weekend in 2019. As first-time participant, we experienced a significant boost in sales and received positive feedback from customers. We were delighted to have the opportunity to showcase our designs and establish relationships with customers who continue to support us to this day. “Additionally, we had the privilege of serving celebrity clients who not only shopped from us, but also referred our brand to others. These challenges and memorable moments have shaped my journey as a fashion entrepreneur. They have taught me valuable lessons about adapting to changing market conditions, staying relevant and nurturing customer relationships. Despite the difficulties, I remain passionate about delivering exceptional designs and providing a unique shopping experience for our customers,” she declared.
Despite the challenges and unpleasant experiences, the boss of Skirts Factory said the journey so far has been rewarding, exciting and enlightening.
According to her, “There is a lot to learn because we are also in retail fashion. There are so many strategies and new trends that define the way industry works, new opportunities of increasing sales and demands, increasing business strategies, export etc. As a business owner, I have experienced the excitement of launching a fashion brand, creating designs that reflect my vision, and seeing them come to life. I have also faced obstacles and setbacks along the way, which have served as valuable learning experiences, pushing me to grow and adapt. Looking ahead to the next five to 10 years, I see Skirts Factory becoming the asos of skirts, I see the brand becoming and having a strong physical and online market presence with millions of daily order, and transcending the whole of Nigeria and Africa.”
