Into Africa

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.