Africa’s Passion for Fashion!

Youth entrepreneurship in fashion in Africa is a rapidly growing industry, driven by the continent’s young and vibrant population, innovative fashion designs, and a growing demand for locally made products. African fashion is becoming increasingly popular worldwide, and young entrepreneurs are taking advantage of this trend by creating unique fashion brands and contributing to the continent’s economic transformation. It has created opportunities for youth entrepreneurs to establish their brands and make their mark in the industry.

The fashion industry is one of the most thriving sectors on the African continent. Every day, we see the emergence of creativity and innovation on the part of African designers.

The Fashion industry is also among the top five sectors with the highest number of TEF-empowered African entrepreneurs across ourAlumni Network. Our database shows that we have about 6.28% (862) of our entrepreneurs operating in the Fashion Industry out of over forty sectors with empowered entrepreneurs from the TEF Entrepreneurship Programme. This highlights the need to continue to support the industrious creative sector as there is an increasing potential for employment in this sector.

This piece highlights the opportunities and challenges faced by young African entrepreneurs in the fashion industry as they go on their quest to innovate, create jobs, promote economic growth, and alleviate poverty.  Here are some of the benefits and opportunities of youth entrepreneurship in fashion:

• Growing market: The African fashion industry has a large and growing market, both domestically and internationally. The growing and increasing interest in African fashion worldwide provide a significant opportunity for young entrepreneurs to tap into it.

In recent times, there have been growing opportunities for entrepreneurs to showcase their work, such as fashion weeks, trade shows, and online platforms. Social media has also been a game-changer for African fashion, as it allows entrepreneurs to showcase their work to a global audience and connect with buyers and influencers from around the world.

• Unique styles: African fashion is known for its unique styles and prints, which are increasingly being recognized and celebrated globally. This presents an opportunity for youth entrepreneurs to create unique and authentic brands that showcase African fashion. The African cultures are evident in the manner in which the designs/styles are created which captures the history and diversity of the different cultures and makes them outstanding.

• Access to resources: With the growing focus on youth entrepreneurship in Africa, there are now more resources available for young entrepreneurs to start and grow their businesses. This includes the Tony Elumelu Foundation Entrepreneurship Programme which gives access to funding, mentorship, and training programs that can help young entrepreneurs develop the skills and knowledge needed to succeed in the fashion industry.

• Technology: Technology has made it easier for young entrepreneurs to start and grow their fashion businesses. Social media platforms like Instagram, TikTok, Facebook, and Twitter provide a platform for young entrepreneurs to showcase their products and reach a wider audience.

• Promotion of local talent and creativity: Many young designers are drawing on African traditions and materials to create unique and beautiful designs that reflect the continent’s rich cultural heritage. By supporting local talent, our TEF fashion entrepreneurs across all 54 countries in Africa are also creating jobs and contributing to economic growth.

• Provision of opportunities for women and marginalized communities: Many young entrepreneurs in the fashion industry are women who have faced discrimination and barriers to entry in other industries. By creating their own fashion brands, these women are able to break down these barriers and create economic opportunities for themselves and their communities.

Despite the potential benefits, youth entrepreneurship in fashion faces several challenges in Africa. Here are some of the major challenges:

• Lack of access to funding: One of the major challenges facing youth entrepreneurs in Africa is a lack of access to funding. Many young entrepreneurs struggle to secure the funding needed to start and grow their businesses, which can limit their ability to compete in the industry.

Many investors are hesitant to invest in a new and untested business. However, the Tony Elumelu Foundation Entrepreneurship Programme provides funding and support to African fashion entrepreneurs by providing training, mentorship, and seed capital to young entrepreneurs in different sectors such as the Fashion Industry to start up or scale their businesses.

• Competition: The African fashion industry is becoming increasingly competitive, with established brands and designers dominating the market. This can make it difficult for young entrepreneurs to break into the industry and establish themselves.

• Limited infrastructure: The lack of infrastructure in many African countries can also pose a challenge for young entrepreneurs in the fashion industry. This includes limited access to electricity, internet connectivity, and infrastructural constraints/logistics problems which can make it difficult for young entrepreneurs to manufacture and distribute their products.

• Intellectual property theft: Intellectual property theft is a common problem in the fashion industry in Africa, with many young entrepreneurs struggling to protect their designs and trademarks. This can limit their ability to grow their businesses and compete in the market.

Overall, youth entrepreneurship in fashion in Africa is a dynamic and exciting industry that is contributing to the continent’s economic growth and promoting local talent and creativity. With the right support and resources, young entrepreneurs in African fashion have the potential to become leaders in the global fashion industry and create a brighter future for themselves and their communities.

Additionally, governments and other stakeholders need to support young entrepreneurs in the fashion industry by providing access to funding, mentorship, and training programs just like the TEF Entrepreneurship Programme for these entrepreneurs to overcome the challenges they face. This will enable them to produce standardized designs and participate in world-class events and showcases.

Here are some of the beneficiaries of the Tony Elumelu Foundation Entrepreneurship Programme operating in the Fashion Industry:

Chioma Ogbudimkpa runs a fashion business known as Redbutton which focuses on the production of workwear for female professionals, fusing African aesthetics, eco-friendly materials, and art from all over the world. With every piece, the brand places emphasis on African stories, powerful women, and sustainability. Because the African woman is vibrant, the designer creates a balance between colors and texture, in interpreting strength and sophistication. Essentially, Redbutton seeks to project rare design innovation and modern African culture to the rest of the world. The brand’s tailoring is done in Nigeria and sold globally via redbuttonng.com and other local and international retail stores.

Franklin-Isinguzo operates in the fashion industry. His business has two sections which are: Ready to wear urban clothing and apparel branding/printing. He has been in the fashion industry for about three years.

Charity Nyakundi is another African entrepreneur who is making great strides in the world of art, fashion, and design. The name of her business is Porabe Designs (meaning ‘Clean’) and she deals in artisan clothing; they design clothes and make the clothes and fabrics themselves.