By A catalyst for creative growth and market expansion in Eswatini
By Siphesihle Dlamini
The Standard Bank Luju Food and Lifestyle Festival has emerged as a transformative platform for creatives in Eswatini, particularly in the fashion industry, offering designers a unique opportunity to broaden their audience and showcase their work to a diverse crowd.
As the festival recently held its 6th edition, it has become a hallmark event that not only highlights the culinary and performing arts but also serves as a vital nexus for creative expression and collaboration. Philani Mpanza, founder of Sgonian Republik, expressed his appreciation for the festival’s role in nurturing the creative community.
“We appreciate such opportunities as far as this. It’s been a very inspiring experience, humbling more than anything, and it gives us a challenge as designers to keep on pushing ourselves because it widens our market,” he stated confidently.
Mpanza emphasized that the festival brings a fresh demographic into its ecosystem as a local Swazi brand, allowing them to connect with potential customers and collaborators alike. The Luju Festival has proven to be a melting pot of cultures, attracting attendees from various countries and providing a unique opportunity for designers to tap into a broader market.
New possibilities
Madoda Vilakati of Ruff Cutt echoed Mpanza’s sentiments, noting that the festival allows them to explore new possibilities. “A lot of people from different countries attend the Standard Bank Luju Food and Lifestyle Festival, and that is an opportunity on its own,” he remarked, highlighting the importance of this exposure in a globalized market.
Vilakati’s journey into fashion began in 2014 when he co-founded Ruff Cutt. He recounted how his early experiences shaped his passion for design, saying, “I grew up in a fashion house. My aunt used to do fashion and was a hooker in Johannesburg. So, I was inspired by fashion because I grew up seeing her making various types of garments. Even the smell of fabric was a daily thing to me.”
This rich background has informed his approach to creating garments that resonate with both local and international audiences. For Mpanza, the festival is more than just an exhibition; it is a space that pushes designers to dream bigger and think outside the box.
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“The idea is that once you are here, you are going to meet highly committed designers like Ruff Cutt. They will push you. They will push your creative juices, and they will make sure that everything you do is better than something you have done before,” he explained. He believes that the festival fosters an environment of healthy competition and collaboration, encouraging designers to continually refine their craft.
The festival’s diversity is another aspect that Vilakati appreciates. He noted that it fosters interactions with creative designers from other countries, paving the way for potential collaborations. This exchange of ideas can lead to innovative designs that blend unique cultural elements, enriching the fashion landscape in Eswatini.
Challenges
However, the journey for local designers is not without its challenges. When asked how they maintain their cultural identity in a rapidly modernizing world, Vilakati articulated the need for designers to seek inspiration and materials beyond their borders. “There is media and the internet. We use those platforms to do research and see what other people in other worlds are doing in fashion. As designers from Eswatini, we are striving to put the fashion industry to another level because we are talking of sourcing out material from other countries,” he said. He highlighted the difficulties they face in sourcing high-quality fabrics locally, noting that the lack of sufficient shops selling desired materials poses significant challenges.
Mpanza added that the essence of his brand lies in staying true to its roots. “What keeps us focused on our roots is the vision of why we as a brand exist in the market. It keeps us grounded and striving for relevance in everything we do,” he explained. He emphasized the importance of originality in crafting a unique identity within the industry, stating, “The best thing you can do for yourself is to stay true to yourself. Originality helps you craft your own identity as a brand.”
The passion for creativity extends beyond individual designers; both Mpanza and Vilakati firmly believe in the wealth of talent present in Eswatini. “There are a lot of creatives in the country, and platforms like this help expose us to a wider market,” Mpanza said. “That is also why we are inspired to keep on making art and ensuring that the people of the country celebrate the quality that we give to them.”
The downfall of clothing brands in Eswatini
The Eswatini clothing industry is witnessing a significant decline, as several once-thriving brands struggle to survive in an increasingly competitive market. Their downfall can be traced to a failure to adapt to changing fashion trends and consumer preferences, leaving them vulnerable to the onslaught of global fast-fashion retailers.
In recent years, Eswatini’s fashion scene has been characterized by a blend of traditional craftsmanship and contemporary designs. However, as global fashion trends accelerated and consumer tastes evolved, many local brands failed to innovate and diversify their offerings. The reluctance to incorporate new styles and materials resulted in a disconnect with younger consumers who seek modernity and variety in their wardrobes.
Additionally, the rise of e-commerce dramatically transformed the retail landscape. Many local brands relied heavily on physical storefronts, neglecting the importance of establishing a robust online presence. As more consumers turned to online shopping, these brands found themselves ill-equipped to reach a wider audience, leading to a significant loss in sales and market share.
Covid-19
The economic strain brought on by the Covid-19 pandemic further compounded these issues, as reduced foot traffic and restrictions on in-person shopping forced many local retailers to close their doors permanently. The inability to pivot quickly and adapt to the challenges of an evolving market led to an alarming number of local brands going out of business.
Moreover, a lack of investment in marketing and branding strategies hindered the ability of local designers to connect with consumers. Without a strong brand identity or effective promotional campaigns, many clothing labels struggled to differentiate themselves from established international brands. This lack of visibility resulted in diminished consumer interest and loyalty, making it even more difficult for local brands to compete.
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The downfall of local clothing brands serves as a stark reminder of the importance of adaptability in an ever-changing fashion landscape. Moving forward, the survival of Eswatini’s clothing industry will depend on the ability of designers to embrace innovation, engage with their audience, and remain relevant in the face of global competition.
Strategies for local clothing brands to thrive in the competitive fashion market
As local clothing brands in Eswatini face increasing challenges from global competitors and shifting consumer preferences, a strategic approach is essential for ensuring their longevity and success. By embracing innovation, enhancing marketing efforts, and fostering community engagement, these brands can position themselves to stand the test of time in a rapidly evolving fashion landscape.
Embrace innovation and adaptability
To remain relevant, local clothing brands must prioritize innovation in their designs and offerings. This includes staying informed about global fashion trends and integrating contemporary styles with traditional elements. By creating versatile collections that appeal to a broad audience, brands can attract younger consumers while preserving their cultural heritage. Experimenting with sustainable materials and ethical production practices can also resonate with eco-conscious shoppers, further enhancing brand appeal.
Strengthen online presence and e-commerce
The rise of digital shopping has transformed the retail landscape, making it crucial for local brands to establish a strong online presence. Developing user-friendly e-commerce platforms and engaging with consumers through social media can significantly expand market reach. By showcasing their unique designs and promoting limited-time offers online, brands can tap into a wider audience, increasing sales and brand recognition.
Invest in branding and marketing
A compelling brand identity is vital for differentiating local clothing brands from international competitors. Investing in professional branding and marketing strategies can help create a cohesive image that resonates with consumers. Utilizing social media platforms for targeted advertising, influencer collaborations, and storytelling can effectively communicate the brand’s values and heritage, fostering a loyal customer base.
Foster community engagement
Building strong connections within the local community can enhance brand loyalty and support. Collaborating with local artisans, hosting fashion shows, and participating in community events can increase visibility and strengthen ties with the audience. By positioning themselves as integral parts of the community, brands can cultivate a sense of belonging and support that encourages consumers to choose local over global.
Focus on customer experience
Exceptional customer service plays a crucial role in retaining customers and encouraging repeat purchases. Local clothing brands should prioritize creating memorable shopping experiences, whether online or in-store. Personalized service, easy return policies, and prompt communication can significantly enhance customer satisfaction and loyalty.
Leverage data and market research
Understanding consumer behaviour and preferences is essential for making informed decisions. Investing in market research and utilizing data analytics can provide insights into trends, helping brands tailor their offerings accordingly. This data-driven approach enables brands to stay ahead of the curve and respond effectively to changing market dynamics.
Local clothing brands vs global giants!
In the ever-evolving world of fashion, local clothing brands in Eswatini face significant competition from renowned global giants like Nike, Puma and Adidas. While these international brands boast extensive marketing budgets, global reach, and established reputations, local brands possess unique advantages that can help them carve out a niche in the market. Understanding the differences in pricing, branding, and consumer appeal is crucial for local brands to thrive alongside these industry titans.
Pricing strategies
One of the most striking differences between local clothing brands and global giants lies in pricing. Nike and Adidas, known for their high-quality athletic wear and lifestyle products, often come with premium price tags. This pricing reflects not only the quality and technology embedded in their products but also the extensive marketing and sponsorships that drive brand awareness. In contrast, local brands typically offer more affordable options, making them accessible to a broader demographic. By focusing on competitive pricing while maintaining quality, local brands can attract price-sensitive consumers seeking value without compromising on style.
Cultural relevance
Local clothing brands have the distinct advantage of cultural relevance. They often draw inspiration from Eswatini’s rich heritage, weaving traditional elements into their designs. This authenticity resonates with consumers who prefer to support brands that reflect their cultural identity. In contrast, global brands, while iconic, may lack the localized connection that many consumers desire. By emphasizing their unique cultural narratives and craftsmanship, local brands can create a strong emotional bond with their audience, differentiating themselves from international competitors.
Flexibility and responsiveness
Local brands can be more agile and responsive to market trends compared to large corporations. With fewer layers of bureaucracy, they can quickly adapt their product offerings to meet changing consumer preferences. This flexibility allows local brands to experiment with new styles, materials, and designs, staying relevant in a fast-paced fashion environment. In contrast, global giants may take longer to pivot due to their size and established product lines.
Building community and loyalty
Local clothing brands can cultivate strong community ties. These brands can foster loyalty and a sense of belonging by engaging with local consumers through events, collaborations, and social media. This community engagement not only promotes brand awareness but also encourages word-of-mouth marketing, which can be incredibly effective in attracting new customers. Global brands, while popular, often lack this localized connection, making it challenging for them to replicate the same level of loyalty that local brands can achieve.
Quality over quantity
While global giants can produce clothing at scale due to their vast resources, local brands often emphasize quality and craftsmanship. By focusing on creating well-made, durable products, local brands can establish a reputation for excellence that resonates with consumers looking for value. This commitment to quality can attract discerning shoppers who prioritize longevity over fast fashion.
