Nigerian Fashion Designers Getting Creative To Survive Hard Times

Business owners who are into women’s fashion, are devising ways to keep their businesses afloat in view of the current economic realities in the country.

The fashion designers and fabric sellers who spoke to THE WHISTLER explained how they’re getting more creative to survive the harsh operating environment.

Mrs Patience Avom, CEO of DonSheemzy Bedding N More, who renders tailoring services for women in Jalingo, Taraba state, explained that the harsh economy makes it difficult for her customers to buy materials from her and pay for tailoring services.

But she is getting around it by giving her customers the list of materials she would require for the design they want, while she charges only for her tailoring services.

 “They see that it will be more economical for them that way,” she explained.

However, she said some customers are still willing to pay for materials and tailoring charges—the reason why she still buys sewing materials for her shop.

Another fashion designer, Grace Chekwas, owner of LadyLuxxy Fashion Design in Benin City, a brand that specialises in female wear, said: “Right now, people are struggling to put food on their table. So, buying new clothes is considered luxury. We are lucky to have clients abroad who patronise us from time to time. Apart from them, we are just here doing almost nothing,” she said.

But instead of sitting idle, she has now resorted to finding other stream of income.

“I am a trained teacher, so I hold a 2 hour zoom class 5 days a week, teaching a couple of Nigerian kids abroad. I also drop some household items online. We must make this money. Haha!”

An Abuja based tailor in DeiDei, Deborah O. Emilola, CEO of Ethel Stitches and Fabrics, said: “People no longer make clothes as they did in times past, therefore we have to strategize. We try something new and different, bringing in creativity into action by making affordable dresses people can walk into the shop and pick up.” 

Just like the fashion designers, sellers of women’s fashion materials are also lamenting the market situation.

Chika Obodo, owner of DesignsByChika, a female fashion brand located in Enugu State, explained to THE WHISTLER that she has resorted to adverts as a means of sustaining her fashion business.

“You know, normally, when we stay on our own, we have customers coming to us with ease, but now we have to spend more on adverts so that we can increase our reach.

“So, it’s been advert for us now. We’re spending a whole lot on advertisements to increase visibility to at least increase our number of customers, to at least get the numbers we had before,” she said.

However, Bola Adewale, who sells sewing materials in Abuja, also complained bitterly on the impact of the economy on her business.

She said it’s unfortunate that customers can no longer afford the prices of goods she sells. “I have lining materials that I bought last year at 14,500 they are selling it now at N22,500 per roll. I bought MT4 N4,500, they are now selling it for N10,500 now. So, everything went beyond our expectations. The increase in price is too much for us.

“Like the design herestay, the ones we use in making designs on the neck of agbada, I bought it for N41,000 before, now they are selling it for us for N55,000 per roll. Look at the difference, look at the distance!

“I’ve been in this business for the past 20 years, but this is the first time I’m experiencing that things will just rise up like this,” she lamented.

For many women interviewed by THE WHISTLER, food, not fashion is their priority now.

Isah J. Uyo, a housewife, said, “The Nigeria economy is seriously eating us deep, and as woman, I’m trying my best to survive in this hard time. The best way I go about life is to make things of life easy for myself. For example, I cut costs because the most important thing now is to feed well. 

“Talking about maintaining my look as a woman in this hard time, my dear, all I need is to look neat, no more buying aso -ebi (clothes) for weddings. I wear what I have. As far as I’m well dressed, I’m good to go.” 

Mrs Robert, an Abuja based business woman, said it is someone that has food to eat that will think of buying fashion materials.

“Who see fashion,” she asked, adding she used to sew at least five new clothes when things were better.