Why West African fashion brands are growing despite economic challenges - Victor Felix

Nigeria, Africa’s most populous nation, offers exciting opportunities for luxury and premium products due to rising household incomes, fast urbanization, and growing middle- and upper-class consumers.

Nigerian consumers react positively to international brands and there is a growing interest in sustainable fashion among affluent consumers.

In 2020, research showed that the retail apparel market in Nigeria was valued at $4.8 billion, a growth rate of 5.5%, and an estimated value of $6.3 billion by 2025. This is proof that glueing the strands between retailers/stockists, the apparel market, and the prospective plus-size market will be a hit.

Ettekamba, a Nigerian fashion brand currently produces 50 luxury African brands with not just a focus on west Africa, but across the continent.

But what is fueling the growth of local brands in the fashion industry, despite the many challenges faced by entrepreneurs in the subregion.

WADR caught up with Ettekamba Creative director Victor Felix in this interview.

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