Notable Fashion Brands

How Yomi Casual Earned His Right Of Place Among Nigeria’s Foremost Notable Fashion Brands

The name Yomin Casual is arguably one of the most popular names, with a top of mind recall when Nigerian fashion brands came up as a subject of discussion.

Yomi Makun, younger brother to Ayo Makun, popular comedian and show host, has come a long way with his Yomi Casual brand. From a disastrous JAMB application error in his chosen course of study, he has gone on through consistency and hard work to earn his place among Nigeria’s most versatile and respected fashion brands.

Born Olorunyomi Omoniyi Makun, he is the last of seven children of the Makun family.

He is known to design catchy and beautiful attires for young and upwardly mobile Nigerians with a taste for a feel from the regular. He launched the brand back in 2007 and since then he has not looked back.

He has gone on to cloth notable Nigerian celebrities, among whom are Alibaba, 9ice, AY, Alex Ekubo, Ramsey Nouah Jnr Zack Orji, Uti Nwachukwu, Desmond Elliot, Majid Mitchell, JJ Okocha, Sammie Okposo, Timaya, Chidi Mokeme, Chioma Chukwuka, Seyi Law, Bovi, Uti, DJ Jimmy Jatt, Ebube Nwagbo, IK Ogbonna, Iyanya, Aki and Paw Paw and many others.

The Yomi Casual brand features African designs that come in very easy to wear and casual styles. His designs are made with

African prints with stylish prints which can be worn by men and women both as traditional wear and as smart corporate casuals.

The Yomi Casual brand has been featured in fashion exhibitions across the world.

Journey into the fashion world

For Yomi, his discovery and eventual adoption of fashion as a career path came entirely by accident.

According to him, it was not his intention to become a designer. He says his elder sister made a mistake while filling out his Joint Admissions and Matriculation Board forms in 2002, in the bid to get him into the university. Instead of filling in Fine and Applied Art, she filled in Fashion Design.

So, he was accepted into Fashion Design in some untaught error. And that was how Providence directed him away from studying fine arts into a field that has rather brought the best out of him, and given him a life and legacy he would never have dreamt of in a million years.

When asked if he thinks he would have been as successful as he is now if he had decided to continue life as an artist, instead, he replied saying, “It depends. Maybe by now, I would be in one country or the other exhibiting my work. On the other hand, the case could be worse as I could have been under the bridge showing off my painting.

However, I believe God never fails. I believe it was God’s plan for me (to be a fashion designer).”

Controversy surrounding his lifestyle

Yomi, known to live a flashy lifestyle along with some of his friends in the Nigerian entertainment industry, has had his fair share of controversies especially relating to chatters about him being involved in internet fraud or what is popularly known as ‘Yahoo Yahoo’ in local parlance. He has successfully debunked such rumours with simple retorts, that many who accuse him of such things do not know his story and how far he has come in the fashion business. While speaking on ‘Lunch Date with Vanguard’ he said: “You know there is one thing about Nigerians or people that are in the same business with you. And if they are not doing well as you’re doing, they try to compensate themselves with such words.

“No be the same work we they do? Na im dey sew pass? Wetin happen? (Typical pidgin English jabs, usually stemming out of peer jealousy) “I get that a lot. We need to educate them…..”

He went further to say, “Some people are very young in the business; some of them joined two years ago. And if you asked them ‘how do you even find yourself as a fashion designer?’ You’ll hear many of them, 80% of them trust me, will say it’s due to “hunger” because there is no job.

“They don’t know what you’re going through because I look so young. They don’t know I’ve been in the business for more than a decade. It’s 15 years, going to 16 now. That’s no beans. That’s a long time.

“And that’s not even how it should be when you’re in the industry because there are some that have been there for 20 years and not even make as much as you make.

“But, I understand my card, I play my card so well. And there’s money in the fashion business. People don’t know. There is so much money in the business,” he concluded.

Awards and recognitions

He has won quite a number of awards and recognitions for his creative designs. He won both the fashion designer of the year award and the Effizzy Awards for new designer of the year. He also won the City People’s Hottest Designer award for the year 2011 among several others.

Tony Elumelu is Arguably Africa’s Most Stylish Business Leader

Of all the top entrepreneurs in Nigeria and Africa, Tony Elumelu holds a special place in the hearts of many. His devotion to raising and supporting other entrepreneurs through the Tony Elumelu Foundation is only one part of the puzzle.

The other part that provokes admiration is his fashion style and fitness lifestyle, both of which are pointers to a man who is obviously occupied with building a business empire but not too busy that he loses touch with himself.

Tony Onyemaechi Elumelu, fondly referred to as T.O.E, was born in Jos, Plateau state, Nigeria, on March 22, 1963. After his first degree in Economics from Bendel State University and a Master’s degree from the University of Lagos, he secured a job at the Allstates Trust Bank as an entry-level analyst. Within a year, he had grown to become the youngest branch manager, only 27 years old at the time. Though Elumelu always recounts that luck played a huge part in his rapid growth, one cannot rule out the place of his hardwork and competence.

By 1997, he took a very unexpected shift when he led a group of investors to take over a nearly bankrupt commercial bank in Lagos – Standard Trust Bank – and then changed the story to make it one of the top players in the banking sector. The turnaround story of this bank is a very interesting one, and Elumelu recounts applying some key business principles to achieve it.

In 2005, he led a merger with the United Bank for Africa (UBA) and his bank, with the resulting bank keeping the name UBA, as it had the depth of history they wanted the new bank to inherit. With Elumelu’s Midas touch, UBA grew within the next decade, spreading its presence into 19 other African countries. By the time Elumelu left his position as Chief Executive Officer in 2010, the bank was already comfortably seated among the top 5 banks in Nigeria.

Leaving UBA gave TOE the time and freedom to start Heirs Holding, a family-owned Investment Company with a portfolio that cuts across the power, financial services, oil and gas, hospitality, real estate, and healthcare sectors. The company operates in twenty-three countries worldwide.

He also started the Tony Elumelu Foundation (TEF) shortly after, with the intention to democratise access to opportunities for African entrepreneurs.

The Foundation has now created a digital ecosystem where entrepreneurs are mentored, trained and funded. It has financed thousands of entrepreneurs and continues to welcome applications from many more entrepreneurs annually.

Tony Elumelu chairs the Transcorp Group, one of Nigeria’s largest quoted conglomerates with subsidiaries like Transcorp Power and Transcorp Hotels Plc.

Elumelu was a recipient of the African banker of the year by African Banker magazine in 2008, the African Business leader of the year by Africa Investor magazine, and listed as one of “Africa’s 20 Most Powerful People in 2012” by Forbes Magazine. In addition to his reputation as a versatile and competent businessman, his fashionable and fitness persona is unmissable. A cursory look through his social media handles will show the acclaimed CEO in several advanced yoga poses, fit clothing and sometimes urban casual outfits.

The consistency in all of these – his identity across social media, his outfits, and his lifestyle – points to a clear direction in his personal branding.

For instance, where would you find the picture of TOE in a suit without a trace of the signature red colour somewhere? Interestingly, red is a prevalent colour across different brands he is associated with – United Bank for Africa plc, Heirs Holding, Transcorp – and maybe a personal favourite colour of Sir Elumelu as well.

One must admit, on and off social media, Tony Elumelu’s image, reputation, and voice is one to reckon with.

Global, Social CEO survey posts that C-suite executives who actively engage on social media create more transparency for the brand, and a channel for the public to have sustained engagement with a company’s stakeholders.

It is a means of gaining and maintaining sufficient goodwill beyond their current position and company. It is a strategy that has worked well for Elumelu and could work well for every other business executive.

How Shelley Mokoena and Keneilwe Mothoa Turned Their Thrift Shop Clothing into Luxury Fashion

on social media, they received a tremendous amount of attention.

What started as a collection of used clothes developed into a high-end apparel line, whilst still retaining their recognisable, simple and original appearances.

Prime Obsession

Shelley Mokoena Keneilwe Mothoa

From turning thrift shop wear into spectacular fashion to being in top publications like Vogue, visionaries and designers, Shelley Mokoena and Keneilwe Mothoa have put their love for fashion on a global scale by launching their brand, Prime Obsession.

Launched in 2014 as their flagship initiative, Prime Obsession immediately gained the attention of the public which rippled into opportunities with local and international brands like Country Road and Woolworths.

These young ladies have presented their collections at the Design Indaba Festival, South African Fashion Week, and Mercedes Fashion Week. They have launched their first store in Newtown, Johannesburg creating jobs for young people in South Africa. They continue to gain momentum both locally and abroad.

Their bold and intriguing designs are altering the look of South African fashion with their structured, monochromatic color scheme approach.

How Prime Obsession was launched

Shelley Mokoena has always been creative. She enjoy using her hands to make things. This fascination led her to pursue interior design, where she eventually met Keneilwe Mothoa, her personal friend and business partner. While in college, Shelley Mokoena and Keneilwe Mothoa could not afford luxury clothing for themselves.

They took to secondhand apparel, which they then modified to make unique pieces for their closets. They decided to launch a clothing business because of the admiration and interest their designs garnered among their friends. In an interview with Kenny Morifi-Winslow, Keneilwe Mothoa stated,

“People worry too much about searching for the new when there is so much quality in the places people are afraid to look.”

The Beginning of a Clothing Line

Shelley Mokoena and Keneilwe Mothoa did not want to mess with pricey and unreliable models. They then posed in their own creations and requested photography help from friends. When they posted their work This high-end brand skillfully combines colours that are opposite but complementing. The fact that the majority of their designs are in black and white colour schemes is not surprising.

By combining various tones of the same colour, Prime Obsession also shines in monochrome. It is clear that the designers are using their expertise in interior design to produce expressive works of art.

They take advantage of materials like polycotton, organza, and chiffon. Additionally, their basic silhouettes flatter a variety of body types. Prime Obsession’s general aesthetics come with a hip-hop influence, which appeals to the younger generation. Shelley reveals where they got their inspiration in an interview with Lindi Brownell Meiring of Visi magazine.

“Our clothing is inspired by different traditions, cultures, religions as well as social issues. These creations translate in a very structural, yet moving and emotional manner, with simple details.’’

The increasing accolades for Prime Obsession

Following the debut of their clothing line, Shelley and Keneilwe received invitations to work with prominent companies like Calvin Klein and Country Road.

They’ve been highlighted in Vogue and have presented their creations at the Mercedes Fashion Week.

Africa is home to countless raw materials that are yet to be exploited. The continent also has the population numbers, which makes it a good market for any brand looking for consumers. Countless opportunities abound in virtually every industry on the continent.

Fashion and beauty industry sub-sectors, with so many opportunities, are prominent in this list.

With the continent’s population expected to double to about 2.4 billion by 2050, a rising middle class, and an increased urbanisation push, the beauty market is expected to double in the next decade as appetites increase for fashion and fashion accessories.

The figures

According to market research, the beauty industry in the Middle East and Africa was estimated at about $27.1 billion as of 2018was and reported to increase by between 8% and 10%, a higher rate when compared with the global market growth rate of 4%.

Of this, South Africa represents $4.5 billion, while Nigeria and Kenya place second and third, respectively. This growth and the potential therein is shown in the number of foreign brands that are trooping in to cash in on the opportunities. Brands like Oriflame, L’Oreal, Maybelline, and Unilever have set up a notable presence on the continent.

What’s responsible for this growth?

The answer to this lies in the young population of the continent. You only need to look at the demographics of individual countries to see this.

It is reported that about three-quarters of the population of sub-Saharan Africa is below the age of 30, and these are the people most interested in beauty products, perfumes, and hair care. With a willingness to dole out any amount just to look good.

Opportunities in Africa’s Fashion and Beauty Industry

Business Trends || By Wale Ameen

Sub-Saharan Africa is seen on many fronts as the next frontier in terms of market penetration and reach. And this is hugely understandable.

This age bracket is continually fuelling the growth of the industry and oiling the wheels of beauty care companies.

Nigeria is a good example of this drive. With a strong population growth that includes a good section of young, urban female population and a growing middle class connoting that they have more money to spend and western influences, there is a growing appetite for beauty care products, human hair, and the likes.

Today, with the accessibility of social media and the internet, Africa’s young populations are increasingly trying to look sophisticated with styles copied from pop stars and musicians like Beyonce. Again, Nigeria and South Africa are not just the only countries experiencing this; other African countries like Cameroon, Tanzania, Ethiopia, Kenya, and Ghana are closely following suit. In essence, Africa’s middle class is growing, with women having more purchasing power than ever before, thus fueling the growth of these beauty companies.

The opportunities

With the numbers of young people growing and the appetite to look good and trendy on the increase, so are the opportunities in the fashion and beauty industry.

According to a Deloitte report, “Africa’s middle class has tripled over the last 30 years,

with one in three people now considered to be living above the poverty line – but not among the wealthy. The current trend suggests that the African middle class will grow to 1.1 billion (42%) by the year 2060. As African economies are growing (7 of the 10 fastest growing in the world are African), the wealth is trickling down and Africa now has the fastest growing middle class in the world.”

This shows that opportunities in this field are certainly going to be on the increase in the coming years with demand surging.

There are a number of opportunities in specific niches within the fashion and beauty industries on the continent. Some of these niches include cosmetics and skin care, human hair, fashion, and accessories.

Although the fashion and beauty industries were off to a rather slow and sluggish start on the continent, they are, however, gaining momentum even as foreign brands appear to be making more headway when compared to indigenous brands. In fact, reports have it that there has been a rise in the sale of cosmetics in Africa, and this is just the beginning. The predictions are that African economies will continue to expand in the coming decade and take a bigger share of the world market.

Let’s take a look at the individual niches and how each stacks out in terms of numbers.

Fashion: Africa’s traditional fabric space is a goldmine that needs to be exploited more by Africans. There is an increasingly growing demand for Africa’s traditional fabrics and attires by not just Africans but foreigners as well. Indigenous brands need to look more into exporting our fabrics and ready-to-wear sections in this regard.

Cosmetics: This is another section that needs to be exploited more. Right now, more foreign brands are dominating this section. More indigenous African brands need to come up and develop products that will appeal more to the African skin. Hair care: The beauty of any woman, and any African woman for that matter, is her hair. A woman will go to any length to get the best hairdo or even purchase attachment human hair to meet their needs. At the moment, much of the human hair being sold to Africans is imported. This is an opportunity for indigenous brands to come up with factories that will turn this tide. This will generate employment and even bring the cost of these products down as they are manufactured here.

Conclusion

Opportunities in Africa’s fashion and beauty industry are indeed limitless. With a growing population, the next decade holds infinite opportunities for entrepreneurs willing and looking to go into the fashion and beauty subsectors. What’s more, this growth is evidenced by the growing numbers of African fashion entrepreneurs who are currently pushing the boundaries and offering homegrown inspiration pieces and products to the African consumer.