Africa is the new frontier for luxury fashion. There has been a marked improvement in economic growth in Africa since the turn of the century, driven forward by an improvement in the business environment and investment climate. As a result, a number of industries have thrived, one of them being the fashion sector, in particular, the luxury end.
African luxury brands are catching the eye of international consumers. Maxhosa by Laduma is making waves with luxury knitwear. African creators, designers, entrepreneurs and innovators are beginning to take advantage of the new access to international markets whether through e-commerce or social shopping or international travel. They are beginning to gain a footprint in the international market. A Luxury Connect Africa conference pulled together some of the biggest names in the African fashion industry and luxury sector. The event featured panel discussions, a meticulously curated three-day B2B trade exhibition and a tasteful mixer of industry stakeholders. Eight of Africa’s most prestigious brands exhibited their products and shared their extraordinary journeys, across the range of African luxury.
But this is just the beginning. Though African luxury is on the move, brands lack the fundamental business acumen and the necessary mentorship and leadership to position themselves properly.