How To Stay Relevant In the Ghanaian Fashion Market

Written by Faith Senam for E’April Public Relations

Have you wondered what the Duaba Serwa’s , Christie Browns and Joyce Ababio’s of our time have in common? Ask any random person on the street about fashion brands making waves in Ghana and Africa and very few names will run through peoples mind.

Over time, it’s the same names and brands that have dominated the industry. Each year new and emerging designers are known, heard and seen but many of them are unable to live up to expectations due to several factors thus disappear into thin air within a short while.

Its no doubt the fashion industry in Ghana has become a vibrant one with many young ones starting their own fashion line be it for the passion or for the fun of it. But the concern is how do you start your fashion business and sustain it as well as stay relevant and be top of mind in this mass fashion world.

The business of fashion is a big world and can be very hard to control. You need to step up your game to be able to gain the much needed attention and be the preferred brand choice by stylists, celebrities, editors, buyers and clients etc.

Here are 4 helpful tips to guide your fashion brand

Always have something new to offer
To stay relevant means you ought to always come up with new and innovative designs to dazzle your clients and fashion enthusiast. Being an established designer does not say it all. You need to constantly launch new collections that will grab the attention of many. Understand the industry you are in and work towards bringing up new ideas.

Be dynamic (Change with trends)
Fashion thrives on trends. Fashion is dynamic. It’s an ever changing world. You should not be comfortable with your world and your sense of style. Make it a point to learn from others and adapt to other new trends.

Be Socially and Ethically Fashionable
Fashion does not operate in a vacuum. Considering how important clothing is to the society at large, a fashion designer will remain important to the society if he or she is committed to making sustainable products that impacts social lives, improves the environment and supports the communities they operate in.

Be ready for business
As I mentioned earlier, the business of fashion is a big world and you have to first know your product and create a brand identity that will help you stand out among many others. My earlier article on Creating a fashion brand identity will guide you on how to create a fashion identity that will set you apart from a million others. Don’t try doing all by yourself. Request for extra hands when the need arise to grow your fashion business.

Faith Senam Ocloo
E’April Public Relations

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