e-Commerce Bridging Fashion Industry Commercialization Gap-Experts

Projecting into the future of the already fast growing Fashion industry in Nigeria, the Lagos Business School organized African Lions arising event, featuring Nigeria’s foremost Fashion figures.

The panel which hosted Tara Fela durotoye, Deola Sagoe, Lisa Folawiyo, Dayo Eweje & Funmi Daniel, head of Fashion Jumia Nigeria, believes to the fact that e-commerce is bridging the Nigeria’s fashion industry commercialization gap.

The Panel discussed issues the African Fashion industry was facing from the onset with experiences from Fashion pioneers such as Deola Sagoe starting as far back as 25 years ago.

The industry has since grown into a world-class market that has shown so much potential with great pieces being showcased on different Runways around the world.

The industry is lacking behind compared to the western market in commercialization because of the low acceptance of retail fashion in Nigeria.

It has been a hindering factor for the industry with pioneers such as Deola Sagoe who stated that ‘There is no retail culture for fashion in Africa, this affects the growth of the fashion industry’

 During the Fashion Panel, Dayo Eweje of David Wej stated that He has gone from being a fashion designer to being a retailer especially with Ecommerce which has helped to increase sales to 1000 units and double his production monthly.

Thus, with the intervention of Ecommerce he now has a clear vision for the David Wej Brand.

“For the fashion industry to have a structure we need to combine creativity with commercialization, this has to be our strategy moving forward,” Lisa Folawiyo stated during the fashion Panel.

Currently to survive in the Nigerian fashion industry, you need to pay attention to what the market wants and respond with interesting and valuable offerings.

It is demand and supply like all other industry but the future remains retail for the fashion industry.

Funmi Daniel, head of Fashion Jumia added that, “Ecommerce has given the industry a platform to exist by showcasing products online and reaching out to millions of people yet still covering all logistics end of the business.

“Asides reducing the cost of operations, Jumia also appreciates the value of the fashion market, thus investing heavily in various initiatives such as the launch of our 'By Naija' store to promote local fashion amongst many others initiatives. This is a solution to the growth problem in the fashion Industry and Jumia has provided this for Nigerian brands such as David Wej, House of Tara, 24, Scup woman, Zaron and many more.