For some years now the objective of many British brands has been to enter and be successful in Asia and, in particular, China. In contrast, Africa, and especially sub-Saharan Africa, has been largely ignored by these same brands.
One partial exception has been South Africa which for some time has been Africa’s biggest economy by GDP. A few British brands have opened or agreed franchises for retail units in Cape Town and Johannesburg.
But as from 6 April 2014, this is no longer the case. Nigeria has replaced South Africa as the largest economy in the whole of Africa.
Whilst there is a demand for fashion (see Drapers of 8 March 2014), much of Africa has been largely ignored by British brands. Hopefully this will change – and soon, as the demand for fashion, and British fashion, is only likely to grow.