The growth of the African fashion industry is being propelled by digital innovation, as indicated in a recent report released by Ananse.com.
The report by Ananse.com suggests that by making more targeted investments, Africa could become a prominent global exporter in the fashion and creative sector, setting an example for inclusive growth.
The study, titled “Unleashing the Commercial Potential of African Creatives Through Digital Technology,” was a collaborative effort between Ananse.com, a forward-thinking startup e-commerce platform connecting African designers with local and international consumers, and other partners including the research firm Botho Emerging Markets Group, the Mastercard Foundation, and the African Development Bank’s Fashionomics initiative.
Presented on the renowned fashion business intelligence platform, The Business of Fashion Live, the White Paper provides valuable insights into the state of the African creative sector and highlights the transformative impact of digital innovation on the growth of the African fashion industry.
One of the key points emphasized in the report is the significance of user-friendly digital platforms that cater to micro, small, and medium-sized enterprises, enabling their access to global markets. Moreover, the study stresses the need for digital and marketing training, as well as support in managing large orders, to enhance the success of African fashion creatives.
Key findings from the report include:
- The African creative sector possesses substantial economic potential and is an untapped market.
- Digital innovation presents unprecedented opportunities for African fashion creatives to achieve global reach and commercial success.
- Investment in skills development, e-commerce infrastructure, and supportive policies is vital to unlock the full potential of African creatives.
- Collaboration among various stakeholders, including governments, private sector entities, and development organizations, is crucial for fostering a thriving creative ecosystem.
Sam Mensah, the founder of Ananse.com, commented on the research, stating that it aimed to understand the African fashion sector and support the development of solutions that enable small and micro fashion enterprises in Africa to grow and scale. The report calls upon stakeholders to embrace the immense potential of digital innovation and invest in the necessary infrastructure and policies to support the success of fashion creatives on the continent.
The study utilized a mixed research approach, combining primary and secondary research. The primary research involved a comprehensive survey with 43 questions, encompassing both qualitative and quantitative aspects, with respondents from 46 countries, with Nigeria, Kenya, and South Africa emerging as the top three countries.
The White Paper also highlights the gender disparity within the creative entrepreneurship space in Africa. While women dominate the creative sector, they face challenges such as lower earnings and limited digital skills. The report stresses the importance of targeted policies and strategies to support women-led small and medium-sized businesses, addressing the specific hurdles faced by female-owned creative enterprises.
Policy recommendations include expanding vocational training programs to address the business, digital, and marketing skills gap among fashion entrepreneurs in Africa, especially women.
Such initiatives can better prepare creative small and micro enterprises to benefit from the African Continental Free Trade Agreement. The report emphasizes that improved policy coordination and collaborative investments by public, private, and development sector organizations can catalyze new value chains, benefiting the creative economy in Africa and beyond.
Download your free copy of the White Paper here.
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