Now let’s rewrite, rephrase, and expand on the information provided:
The impact of the health crisis on the fashion business in Africa has been a significant topic of discussion at the Salon du Luxe Paris. Ramata Diallo, a marketing strategy consultant at Fashion Consulting Paris, shares her insights on how the industry has been dealing with the challenges.
Just like in Europe, the coronavirus has affected African countries differently. While strict lockdown measures were implemented in France, countries like Dakar and Abidjan implemented curfews and required mask-wearing. In these regions, workshops were able to continue operations by implementing rotating systems or allowing tailors and dressmakers to work from home if they had sewing machines. However, the closure of borders limited access to raw materials and supplies, which could have caused some hindrances in the production process.
Despite these challenges, the African fashion industry has shown resilience during the crisis. Adama Paris, the founder of Dakar Fashion Week, organized a Confinement Fashion Show, which was broadcast on Instagram’s IGTV. Similarly, Omoyemi Akerele, the founder of Lagos Fashion Week, organized a series of live webinars on YouTube where industry experts shared their insights and ideas for the future. These initiatives aimed to provide support and solutions to entrepreneurs who had questions.
Ramadan, a significant period for the Muslim community in Africa, presented business opportunities for fashion brands. Traditionally, people celebrate the end of the fasting month by wearing their finest clothes. Fashion brands stayed connected with their customers to meet this specific demand during Ramadan.
When discussing African fashion, it is essential to acknowledge its diversity and the specific know-how of each territory. For example, Burkina Faso has Faso dan Fani, Senegal has woven pagne fabrics, Guinea has Lépi weaving, and Ghana has Kenté. The way these fabrics are worn and the techniques used vary from one region to another. This creative richness should be appreciated and described in a more specific manner when discussing fashion in Africa.
Consumer habits also play a significant role in African fashion. The process of buying fashion involves multiple steps, including trying on ready-to-tailor pieces in showrooms or pre-ordering collection pieces in concept stores. Designers tend to produce limited quantities and use strategic drops to create anticipation on social media platforms like WhatsApp or Facebook groups.
One important aspect of African fashion is the emphasis on traceability and supporting local artisans. The consumption of Made in Africa fashion not only showcases the creativity of the region but also generates income for tailors, embroiderers, and weavers. African brand owners take pride in participating in a healthy economic system that supports local communities.
Looking to the future, Africa’s role in the fashion and luxury industry is of great interest. The continent has shown resilience during challenging times and has valuable lessons to teach the West. To gain more insights from Ramata Diallo and other speakers, visit the Salon du Luxe Paris 2020 platform for the full interview.
Useful Links:
1. Dakar Fashion Week
2. Lagos Fashion Week
