Should we discard African luxury fashion like we discard the guy with ‘potential’?

African luxury fashion according to the latest report from UNESCO is a long way from unlocking its full potential, so should we just forget about these fashion brands entirely? 

Well…. 

'The African market is accelerating', says UNESCO's Doyun Lee, head of research and diversity of cultural expressions. So it’s like meeting a guy on day 1 and he’s nothing like he is on day 365, he’s increasingly much better. The question is will you choose to stay and invest in him? Or will you discard him? Will you invest in African fashion now? Or will you not?

Doyun Lee insists that in order to drive business for Africa’s finest fashion brands, Africa’s high-spending consumers must start buying from them.

i.e. If you are an African living in Africa or an African living outside of Africa ask yourself this question. Will you invest in African fashion brands whilst in their ‘potential era’ if so it’s time to get out your purse and start purchasing. Or will you dismiss these fashion brands until they reach ‘success’ at which point every Tom, Dick and Harry will be trying to have a piece. Just remember, like yesterdays price is not today’s price. Today’s price will certainly not be tomorrow’s price. 

An investment into African fashion is definitely worth jumping on now.

To conclude, African fashion is definitely the guy with potential that is worth dating now, rather than later. Not only will you not regret it,  but you’ll be really really glad you did. 

Next we’ll be talking about why shopping African brands is a good investment right now.