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Ugandan fashion needs only one thing to grow to an industry: sales !

Numerous articles and analysis details a long list of reasons that restrict Ugandan fashion’s (and Africa as whole) development. From infrastructure (electricity, transport …) to governance (eduction, administrative mess …) passing by payment, logistics or financing , there are indeed plenty difficulties.

However, in our humble opinion, most of these reasons like other systemic/institutional should be ignored to grow.

Actually, although factually accurate, individuals alone or in groups can hardly act on it and should rather deal with it rather than dwell on them, by stating them over and over.

Most changes and progress are the result of the individual or concerted actions that then lead to macroeconomic changes when cumultated.

In my opinion and in all humility, as I have been a part of it for more than 5 years now, this environment is still far from being a real “industry”. It is difficult to speak of an “industry” when the majority of actors hardly make a living out of it. And when they do, most do not yet manage to establish real global companies and brands. My background in finance prompted me to notice the first and obvious obstacle to overcome : the total absence of figures on the field.

But we are sure that African creativity can produce an unprecedented economic progress, it will only happen if all the actors in the value chain agree on a creed: sell more, sell better, and most importantly, sell together.

“Sell more” because it is important for creative people, both sellers and the media or influencers, to put sales at the heart of their approach. I’m not just talking about making € or $ but focusing on the market, the demand, and the economic realities of simple personal tastes, since the Ugandan dream will not be built without a solid financial base. This will require to reinstated sales as the primary objective of the multiple events (fashion weeks, physical pop-ups etc…) or initiatives (books, medias, collectives etc..).

As, objectively, most events nowadays lead to few sales (and even less profitability due to the high costs) , are relayed by medias or articles that incite with direct links to purchase around 1/10 of the time maximum.. even if often, it is the designers’ themselves that do not request it because they do not have an efficient online sales channel. Or worst, they do, but their online shop often does not even have the said collection (even in pre-order at least) !

Whether it is by always mentioning the seller’s’ social handles (and that they implement simple purchase solutions) or by integrating a selling dimension since the inception of every project or simply making sure of an easy purchasing trail for an amateur/visitor, any effort is welcome.

Finally, whether it is by measuring the number of persons wearing Ugandan inspired creations or just the value created, it is important to fix a numerical goals to any initiative.

Because the Ugaan dream will not be built without a solid financial basis.

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Ugandan fashion needs only one thing to grow to an industry: sales !

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