In mid-March 2020, the magnitude of the Covid-19 pandemic became clear to the world. Authorities worldwide called for the closing of schools, restaurants and shops. This has also strongly affected the fashion industry, which has had to cancel fashion events around the world, postpone meetings and close showrooms. Although less influenced by the virus, Africa has closed public spaces and security measures are relatively respected.
As the vast majority of African designers are independent, they have also had to adjust to this new situation, working harder than ever to strengthen their ties with clients. The concept store Couleur Concept, based in Abidjan, Ivory Coast, invited its subscribers to encourage local creation: “Today, we want to take a moment to support our partner designers, but also all other designers who are struggling during this period. Behind those designers are dressmakers, families and lives, which are shattered by this situation. If we can, let’s support them! How? Like, share, buy one of their designs and wear it when things get better…”, said Couleur Concept’s Instagram account.
Couleur Concept’s communication manager has seen a decrease in activity due to the pandemic, which affects designers in regions where websites and e-commerce are not yet very developed. “These are not necessarily brands that sell internationally and have considerable budgets. So for them, it’s complicated to have to shut down for more than a month. There are craftsmen, designers and even families behind these brands,” she added in the post.
To make up for this shortfall, home delivery has become the solution for many brands. Ivorian designer Ibrahim Fernandez currently relies on this system to continue his sales: “I’m going to submit models to my Instagram account and Facebook page. Customers will be able to pre-order the outfits and have them delivered anywhere in the world by DHL.”
Social media for connecting with your community
Instagram, Facebook, Youtube and TikTok have shown their importance during this health crisis and have quickly become essential tools for brands. Social media allows them to stay in touch with their communities. “I continue to maintain my community on my social media. My followers are aware of what’s coming up and what new pieces will be available,” Fernandez told FashionUnited.
Zak Koné, who launched his brand Pelebe in Côte d’Ivoire in 2013, shares a similar attitude: “We are sharing tutorials online. The idea is to remain present in the minds of our consumers.” The designer believes that social media has also allowed him to see the support of his community. “What reassures me is that my followers are very responsive. It’s the customers who continue to ask us about their orders, about custom-made and ready-to-wear. We regularly receive messages via our social media,” he said.
Coping with financial pressure
Currently, according to figures published by Johns Hopkins University, there are just over 72,000 people in Africa who are infected with the coronavirus. The low number of cases compared to other continents may be the result of Africa’s anticipation, which has led to strong security measures, including store closures. Brand owners continue to bear the high costs: “These closures have consequences. Our first shop located at 2 Plateaux (district of Abidjan) was working very well and has allowed us to compensate for the loss of income. We can hold on like this for a few months, but the situation cannot last,” explained the communication manager of Couleur Concept. Sow Namissa Thera, founder of the Malian brand Ikalook, lives in a similar reality: “So far, Ikalook has a working capital that allows us to cope and keep going for a while. We receive a few orders from customers, which allows the team to keep working. I pray very much that the current situation won’t last for longer than two months.”