While the majority are crying recession, a few audacious individuals keep launching into uncertain terrain, attempting to carve out a percentage of certain markets and turn them into a loyal customer base. One of such individuals is Omoyele Ogundipe, the founder of Femme by Yele. Omoyele, launched FBY, an internationally poised online retailer, earlier this year and it’s already garnered much attention. Femme by Yele carries a mix of well-known and emerging brands, extending beyond the African market. The retailer in its own words, seeks to create “a unique online shopping experience that transcends the conventional”. FBY is also looking to establish a fashion route that covers 4 continents including Africa, North America, Europe and Australia.
Currently, FBY carries mainly Nigerian brands, alongside a couple Australian brands; Asilio and Eliya : The Label . The geographical mix of brands they stock, in addition to offering visitors the option to shop in a range of currencies, proves that FBY means to abide by their self-professed ethos of being a shopping space for the urban woman with a global perspective.
There are a number of online retailers particularly those servicing a higher end market, emerging every few months but only a few leave an impression. FBY judging by the blend of brands they stock appears to be targeting a much younger and elite demographic. Familiar names like CLAN and Wanna Sambo make an appearance and emerging brands like Imad Eduso also feature in the mix.
June and July saw a number of platforms run articles on the FBY SS17 Campaign but it’s the repertoire of brands like The Muse Factory and Misha collections being added to their stock; alongside their ability to prove profitability by successfully biting into a portion of the luxury market share, we’re far more interested in.
