Luxury products go beyond pricing as they offer more than just usual comfort. This is not to say that luxury products don’t have relatively higher prices, it just means that in comparison to other products, they have sophisticated quality and aesthetics. It is also worthy to note that most luxury products are rare, and the Nigerian elite has a healthy appetite for luxury goods like this – the more unattainable by the average Joe, the better.
These Nigerians’ spending power has made International Luxury brands like LVMH Moet Hennessy Louis Vuitton SA, Porsche AG, and Amrapali Jewels Pvt. Ltd to open up shop in their commercial capital, Lagos. Despite the financial hardships the country is facing, the local thirst for luxury fashion goods has remained unaltered. However, Nigerians no longer shop for just international luxury brands like Gucci, Hermes, and Fendi as a large number of luxury Nigerian companies have emerged over the years. These local luxury brands cater to both homegrown and international audiences, notwithstanding their African roots. In this article, we will discuss the history of luxury brands in Nigeria, the challenges they face, and highlight the current state of the industry. Let’s get right to it, shall we?
History Of Luxury Brands
The Nigerian luxury fashion industry has grown tremendously over the years. It is essential to look back at how Nigerian luxury brands got to where they are today to appreciate the growth of this industry altogether. With the stories of the designers who pioneered the fashion luxury in Nigeria, we will understand history.
“Deola” by Deola Sagoe
Deola Sagoe is the leading lady of haute couture in Africa, and she has been at the front-line of high fashion since 1989. She was the first black woman to present a collection at AltaRoma, Rome’s fashion week. Her global fashion style has earned her a privileged clientele that varies from African first ladies to top models and celebrities. She has maintained one of the most respected fashion brands in the country, and her brand is in high demand by the Nigerian elite.
“Tiffany Amber” by Folake Coker
Folake Coker launched Tiffany Amber, which was the first ready-to-wear brand in the country in 1998. She made history the first African-based designer to stage a show at the New York Fashion Week twice. The Tiffany Amber brand has a massive clientele with its different branches in Lagos and Abuja. This brand paved the way for the fashion luxury industry that we know and love today, and more than 20 years later, the brand remains one of the robust forces in the luxury fashion industry in Africa.
“Lisa Folawiyo” by Lisa Folawiyo
The Ankara fabric has always been a part of the Nigerian culture. Still, Lisa, the creative director behind the Lisa Folawiyo brand, reinvented it and made it substantial for a global audience. She has showrooms in New York, and Nigeria and her collections are stocked worldwide from the US to the UK, South Africa, and Nigeria. Lisa has shown her collections on international platforms in New York, Paris, Milan, London, Lagos, and Johannesburg, and she has featured in numerous international publications like Elle, Vogue, harper’s Bazaar, and The New York Times. Her unique aesthetic has set her apart and kept her collections in high demand to this day.
“Da Silva’s collections” by Lanre Da Silva-Ajayi
Lanre debuted her luxury fashion brand, Da Silva’s collections in 2005, and it included ready-to-wear pieces, couture, hairpieces, and jewelry. She presented her collection in 2011 at New York Fashion Week, and her clothing line has been sold at Dolce & Gabbana’s store in Milan. Pieces have been written about her in international publications like Vogue Italia, and notable celebrities have worn her luxury collections across the world.
“MAI” by Mai Atafo
As one of the leading men in fashion, he made a name for himself with his bespoke suits and red carpet dresses. Also, his luxury brand added wedding dresses to their collection in 2011. Different celebrities, both local and international, have been spotted in MAI designs in photoshoots and on the red carpet. Since his debut in 2007, his luxury brand has been catering to the Nigerian elite for over ten years. Even as a pioneer of the luxury fashion industry, his brand is still very much in high demand.
Current Trajectory of the Nigerian Luxury Brand Industry
History has led up to Nigerian fashion luxury stepping into a prominent position in Nigeria. Today, the number of luxury fashion brands in the country have increased in quantity, and we have seen celebrities and elites all over the world wearing them. Social media also has a hand to play as it has increased the growth course of these luxury brands. Brands like Tope FnR by Matopeda have gotten more international recognition after celebrities like Jackie Aina and Shalom Black were spotted wearing the brand. The same goes for Kai collective by Fisayo Longe that went viral after her Gaia dress almost broke the internet. Also, celebrities like Saweetie and Models have been seen wearing Kai collective brand.
These days, Nigerian fashion luxury brands embrace unique aesthetics and move past the norm, and these distinct styles have set them apart from their colleagues. One luxury brand that comes to mind when I think of unique style is Orange Culture by Adebayo Oke-Lawal – his designs allow men to embrace flexibility with fashion. Both local and international celebrities have been spotted wearing his collections.
Andrea Iyamah by Dumebi Iyamah is one distinct Nigerian luxury brand that is doing something different. The brand deals with Luxury Swimwear, ready-to-wear clothes, resort wear, and bridal outfits, and she is getting ready to launch a luxury home décor brand. The Andrea Iyamah brand has been worn by Nigerian celebrities like Toke Makinwa, and Osas Ighodaro, and international stars like Ciara.
This shows that luxury brands in Nigeria are doing exceptionally well, even though it is an emerging industry. With the current trajectory the industry is taking, it would be no surprise when the brands become on the same wavelength with international luxury brands. Beyoncé seems to think so, as well as featured a significant number of these Nigerian luxury fashion brands on her website.
How Ecommerce Has Helped to Boost Nigerian Luxury Brands
Despite the emerging luxury brands coming out of Nigeria, the country is still viewed as an underdeveloped country—this narrative affects the industry adversely. However, digital awareness has helped a great deal in counteracting this negative narrative. Digital awareness allows luxury brands to showcase themselves as competitors with their international counterparts.
On social media platforms like Facebook and Instagram, you see Nigerian luxury brands showcasing their collections and building a community with just their digital devices. With the rise of e-commerce, purchasing luxury products from different parts of the world has become easier than ever. Most luxury brands have websites where customers can choose and buy the collections they want seamlessly. Gone are the days when geographical location constrained the luxury items that users can buy.
Challenges Faced by Luxury Brands in Nigeria
There are multiple hindrances in the Nigerian luxury industry like shortage of skilled workers, weak infrastructural points, and sourcing of quality materials. Because the production of luxury goods is relatively new in the country, it is tough for these brands to find skilled workers that are well-versed in the industry. However, this doesn’t hinder them as a large number of these brands have set up workshops and training schools to train their workers and ensure they deliver the best service.
To this day, most Nigerian elites will still rather purchase international luxury brands before they buy homegrown ones because of the cognitive dissonance they have with the concept of Nigerian luxury. This dissonance is a big problem for brands because if their local celebrities won’t wear or purchase their products, how will they get the awareness they need? Nonetheless, social media has helped a great deal as most of these brands are sought after globally rather than just locally. Once these luxury items get international awareness, most Nigerians view it as a stamp of authenticity, which is not supposed to be so. I am of the school of thought that Nigerians need to uplift their luxury brands rather than wait until they get recognized globally.
Another major challenge faced by luxury brands is funding. The Nigerian government is not particularly interested in funding this industry, so these brands have to look for investments elsewhere. With the international acclamation, the Nigerian luxury industry has gotten, more foreign investors are interested in funding this industry as they have seen just how profitable it is. However, it is not all luxury brands that get funding; most of them keep working with the capital they have until they make a name. Despite the different challenges, the Nigerian luxury brands are not letting up as they are making raves locally and internationally. With the industry’s current growth, Nigerian Luxury brands will soon be on par with their international counterparts.