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RETAILERS : A NEED FOR FUNCTIONALITY IN NIGERIA’s STREETWEAR SCENE.

Generally, retailers play a major role in the sustainability and expansion of any business or product.

These units, individuals, or companies occupy an important position in the fashion supply chain

acting as intermediaries between designers and the last end users.

These retailers offer a wide range of products and are often in direct contact with a vast network of suppliers and customers.

This gives them an opportunity to influence several target markets.

Nigeria’s Streetwear scene is steadily making a climb judging by how much attention it has received in recent times.

We have also seen the birth of several brilliant brands, all with distinct orientations and directions.

Fashion in Nigeria has always been a “one-man show” due to the lack of structure put in place for fashion innovators to thrive

thus creating a bulk of responsibilities for brand owners.

This retail void in the supply chain is a limiting factor considering how much impact it can have on the culture.

With the steady progress of the Streetwear culture in Nigeria, there is a need for sustainability for these brands.

A major benefit of having functioning retailers is that it helps put these local brands in front of a bigger audience

creating publicity for them and boosting sales.

Retailers in this space include every local store or boutique selling various foreign products both online and in physical stores.

Multiple individuals have intelligently utilized social media, aiding brand exposure exponentially, which is a good thing (more eyes on posted local products).

Retailers play a vital role in getting customer feedback, which is vital information needed by designers.

Crucial information on products, the experiences of customers after the purchase of products

and feedback on the quality of products are all passed on to the designers and manufacturers through retailers.

They act as a channel to distribute products to customers,

and the active involvement of these units will help boost engagement with brands.

The influence of having functioning retailers in Nigeria’s Streetwear scene will help create a stronger link,

increase sales of local products, and develop the culture.

It really is a “by us, for us” situation. It is a call of intent to join in the front line of our local products.

this push will help change the narrative about purchasing local items.

This will improve the production cycle and expand the Streetwear community

by making a variety of local products available to the public.

curated by Oriolowo Taiwo (@king6ix4our)

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