The Dutch company first traded Indonesian fabrics in West Africa in the mid-1880s and the exotic wax textiles -- fashioned by local tailors into voluminous dresses with fancy fishtail skirts and puffed sleeves -- have come to represent traditional African design.
But faced with competition from cheap Chinese imports, Vlisco wants to branch out into making its own clothes, starting in South Africa where it believes there is demand for a sophisticated label with an African twist. (REUTERS)
Key Themes Behind This Trend
- Luxury African Fashion
- Opportunity for a luxury fashion label to cater to the growing demand in Africa for sophisticated clothing with an African twist.
- Indigenous African Textiles
- Potential for local tailors to revitalize traditional African design by incorporating indigenous fabrics into contemporary fashion.
- Diversifying African Fashion Industry
- Opportunity for African fashion brands to reduce reliance on imported clothing by expanding local manufacturing capabilities.
Where This Applies
- Fashion Design and Manufacturing
- Disruptive innovation opportunity for fashion brands to tap into the growing market in Africa by creating unique and high-quality clothing with an African twist.
- Textile Production
- Opportunity for textile producers to collaborate with local tailors and designers in Africa to produce indigenous fabrics and revitalize traditional African textiles.
- Retail and Distribution
- Opportunity for retailers and distributors to support the growth of luxury African fashion by showcasing and promoting these brands to a global audience.
