- Title: KENYA: Fashion market brings Kenyan designers closer to consumers
- Date: 11th October 2011
- Summary: NAIROBI, KENYA (OCTOBER 9, 2011) (REUTERS) CLOTHING AND JEWELLERY EXHIBITED AT A STALL NECKLACE ON DISPLAY EXHIBITORS LAUGHING WITH A CUSTOMER EMBROIDERY ON A SARI (SOUNDBITE) (English) LYNETTE ANDERSON, ORGANIZER, NAIROBI FASHION MARKET, SAYING: "Nairobi Fashion Market came about when we thought there was a gap and we needed to bridge this gap between upcoming designers and fashion retailers and the fashion-conscious in Nairobi. Fashion is growing in Nairobi, we've got a lot of African inspiration all over the world so we just decided to have a market. There are a lot of people without shops, they have online stores and they work from home so they needed an avenue to market themselves, promote, make sales and just put it together in a fun, diverse environment." CUSTOMERS LOOKING AT SHOES AND BAGS BY NINI'S AFRIQUE BOUTIQUE SANDALS AND BAG HANGING VARIOUS OF BAG MADE FROM COW HIDE EXTERIOR OF STALL VARIOUS OF SANDALS WITH BEADWORK (SOUNDBITE) (English) RACHEL NJUGUNA, OWNER/DESIGNER, NINI'S AFRIQUE BOUTIQUE, SAYING: "Initially we had started with earrings and the bracelets and the anklets with beadwork and then from that point we grew on to bags and to shoes so it was about playing around with beads and African stuff." BEADS AND COWRIE SHELLS USED TO DECORATE A BAG (SOUNDBITE) (English) RACHEL NJUGUNA, OWNER/DESIGNER, NINI'S AFRIQUE BOUTIQUE, SAYING: "We've created more clientele, a bigger market base and then we've made sales because we're also trying to clear some of our stock." DECORATED SCARVES HANGING FROM RACK SHOPPERS ENTERING/LEAVING THE VENUE (SOUNDBITE) (English) NEKESA KUBEBEA, SHOPPER, SAYING: "We've found that we're getting everything we need around in one place and even if you're not going to buy what you're looking at, at least we get to pick our brochures so we know where to find them. It does, it helps." BEADED MOTIF ON A LEATHER BAG VARIOUS OF SHOPPERS MILLING AROUND
- Embargoed: 26th October 2011 13:00
- Keywords:
- Location: Kenya, Kenya
- Country: Kenya
- Topics: Entertainment
- Reuters ID: LVA7NM7NK89PDVLQ43BR9TRW5AGS
- Story Text: Keeping up with the latest fashion trends and designs can be a daunting task. It's even harder when you're not sure where or how to find the creator of that unique outfit or piece of fashion accessory.
Organizers of the Nairobi Fashion Market (NFM) in Kenya are trying to make it easier for designers and their potential customers to meet.
"Nairobi Fashion Market came about when we thought there was a gap and we needed to bridge this gap between upcoming designers and fashion retailers and the fashion-conscious in Nairobi. Fashion is growing in Nairobi, we've got a lot of African inspiration all over the world so we just decided to have a market. There are a lot of people without shops, they have online stores and they work from home so they needed an avenue to market themselves, promote, make sales and just put it together in a fun, diverse environment," said Lynette Anderson, one of the event's organizers.
Nini's Afrique Boutique was one of about 70 exhibitors who took part in the third edition of the event. They specialize in incorporating local materials and designs into products and accessories that they hope will have a global appeal.
Rachel Njuguna is one of the two-year-old brand's chief designers.
"Initially we had started with earrings and the bracelets and the anklets with beadwork and then from that point we grew on to bags and to shoes so it was about playing around with beads and African stuff, African products," she said.
Njuguna says opportunities like these are important to grow a "fashion business" in a country where customers are yearning to find the latest fashions.
"We've created more clientele, a bigger market base and then we've made sales because we're also trying to clear some of our stock," said Njuguna.
Organizers say about 4,000 people visited the designers' stalls during the two-day event.
The spending power of Kenya's growing middle class has increased despite global economic shockwaves in recent years.
NFM's organizers say that growth has led to there being many more producers and buyers in the fashion industry than ever before.
Figures detailing the sectors' relative worth to the country's economy are hard to come by however - given the limited amount of official regulation.
Visitors at the NFM paid an entrance fee, while the exhibitors also paid an amount to the organizers.
"We've found that we're getting everything we need around in one place and even if you're not going to buy what you're looking at, at least we get to pick our brochures so we know where to find them. It does, it helps," said Nekesa Kubebea, one of the shoppers.
Creativity is just one aspect of having a successful fashion scene but experts say more distribution channels like the Nairobi Fashion Market are needed to activate the industry. - Copyright Holder: REUTERS
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