The success of African E-fashion Platforms

Sub-Saharan Africa’s clothing and footwear market is worth $31bn, according to Euromonitor. The growth has prompted the expansion of foreign and local brands into the African clothing market. Companies are fulfilling increasing orders from the African diaspora, particularly in Europe and America, while sales of Ankara gowns and African print dresses are also popular among non-African consumers. Meanwhile, SA NowNow, an online marketplace for local fashion designers and brands, is looking at neighbouring countries. NowNow’s founder and owner Eohan Lakey aims at Nigeria, Egypt and Kenya as the next African fashion hubs.