Pricing, Markets and Export Readiness.pdf
lanre54
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Oct 09, 2025
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About This Presentation
Training for Fashion Entrepreneurs in Nigeria and Africa, focusing on Pricing, Markets and Export Readiness. The course prioritizes positioning as a key consideration, while also stressing the need for value-based pricing over cost plus pricing.
Slide Content
Pricing,
Markets
&
Export Readiness
Lanre Shonoiki
Markets
&
Export Readiness
Lanre Shonoiki
The
Labubu
Craze
Labubu
Craze
The Labubu
Craze
A $9 toy that sells for $150 -
What does this teach Nigerian
fashion?
Craze
A $9 toy that sells for $150 -
What does this teach Nigerian
fashion?
Meet
Labubu
Vinyl rabbit toy made by Pop Mart
Production cost: ~$9
Retail price: $28-$150+
2024: Billion-dollar company
Labubu
Vinyl rabbit toy made by Pop Mart
Production cost: ~$9
Retail price: $28-$150+
2024: Billion-dollar company
The Numbers
Labubu’s Cultural Impact
Markup
Over cost of production
300-1600%
Units Sold Monthly
Intentionally Limited Supply
10,000,000
Resale Value
For rare items
>$149
Price Impact on Adidas Products
Launched in Brand Collaborations
3-5x
Labubu’s Cultural Impact
Markup
Over cost of production
300-1600%
Units Sold Monthly
Intentionally Limited Supply
10,000,000
Resale Value
For rare items
>$149
Price Impact on Adidas Products
Launched in Brand Collaborations
3-5x
What Labubu Actually Sells
Not vinyl figures
Cultural membership: Belonging to a community of trendy cool people
Collecting experience: Bling box offers unique surprise experience
Social status: Self expression and social positioning through “waste” signals
Daily identity performance: A new opportunity to be yourself
This Value Proposition Guides their Pricing
Not vinyl figures
Cultural membership: Belonging to a community of trendy cool people
Collecting experience: Bling box offers unique surprise experience
Social status: Self expression and social positioning through “waste” signals
Daily identity performance: A new opportunity to be yourself
This Value Proposition Guides their Pricing
Nigerian brands
have richer stories
than cartoon
rabbits, yet price
like manufacturers
have richer stories
than cartoon
rabbits, yet price
like manufacturers
Quick poll:
What
markup % do
you
currently
use?
+20%
+50%
+100%
What
markup % do
you
currently
use?
+20%
+50%
+100%
The Nigerian
Fashion Pricing
Controversy
Fashion Pricing
Controversy
Are
Nigerian
designers
overpricing? ?
Nigerian
designers
overpricing? ?
What the people say…
What the people actually say…
What the actually people say…
The Real Pricing
Problem
Nigerian brands price like
Manufacturers, not Storytellers
Cost centers, not Value creators
Commodities, not Cultural assets
Pricing is not Mathematics… It’s Psychology
Pricing is not Costing… It is valuation
Pricing is not a number… It is a business tool
Problem
Nigerian brands price like
Manufacturers, not Storytellers
Cost centers, not Value creators
Commodities, not Cultural assets
Pricing is not Mathematics… It’s Psychology
Pricing is not Costing… It is valuation
Pricing is not a number… It is a business tool
Should your pricing
reflect your brand
costs or values?
reflect your brand
costs or values?
Psychology
of
Fashion
Pricing
of
Fashion
Pricing
Fashion’s Identity Economics
Fashion purchases aren't rational; they're identity investments
"I need to show who I am"
"I want cultural sophistication signals"
"I'm part of authentic African creativity"
"I need to show my in-laws at the next Owambe"
"I need my colleagues to take me more seriously"
These thoughts come up before “I need to buy clothes”
Fashion purchases aren't rational; they're identity investments
"I need to show who I am"
"I want cultural sophistication signals"
"I'm part of authentic African creativity"
"I need to show my in-laws at the next Owambe"
"I need my colleagues to take me more seriously"
These thoughts come up before “I need to buy clothes”
Think about
your last
expensive
purchase…
What deeper
need were you
fulfilling? ?
your last
expensive
purchase…
What deeper
need were you
fulfilling? ?
Nigerian Consumer
Psychology
4 out of 10 show ethnocentric buying
behavior
5 out of 10* people under 30 use social
media for product discovery
Strategic optimizers, not just price-
sensitive
100% of us exhibit social signaling
behaviour
Social Premium is not class or segment
dependent
*In tier 1 cities (Lagos, Abuja, Port Harcourt, Kaduna, Enugu)
Psychology
4 out of 10 show ethnocentric buying
behavior
5 out of 10* people under 30 use social
media for product discovery
Strategic optimizers, not just price-
sensitive
100% of us exhibit social signaling
behaviour
Social Premium is not class or segment
dependent
*In tier 1 cities (Lagos, Abuja, Port Harcourt, Kaduna, Enugu)
Price-Quality Perception
Higher prices often signal
Better quality
Higher social status
Greater exclusivity
Cultural authenticity
Personal/Professional Achievement
In fashion, demand can increase WITH price
This is called the
Veblen Effect
Higher prices often signal
Better quality
Higher social status
Greater exclusivity
Cultural authenticity
Personal/Professional Achievement
In fashion, demand can increase WITH price
This is called the
Veblen Effect
The Veblen
Effect
In General Economic Theory
When Prices increase, the
quantity demanded for a
particular product normally
decreases
Inverse Dependence
N 5,000
300 pieces
N 10,000
100 pieces
N 20,000
50 pieces
Effect
In General Economic Theory
When Prices increase, the
quantity demanded for a
particular product normally
decreases
Inverse Dependence
N 5,000
300 pieces
N 10,000
100 pieces
N 20,000
50 pieces
The Veblen
Effect
With Veblen Goods
When Prices increase, the quantity
demanded for a particular product
increases
N 5,000
300 pieces
N 10,000
100 pieces
N 20,000
50 pieces
Effect
With Veblen Goods
When Prices increase, the quantity
demanded for a particular product
increases
N 5,000
300 pieces
N 10,000
100 pieces
N 20,000
50 pieces
Why…
Psychology of Signaling
Evolutionary
Social Hierarchy Signaling: High prices
signal status and resources, an evolutionary
display rank for survival and reproduction.
Costly Signaling Theory: Like a peacock's
tail, the ability to "waste" resources, serves
as honest signals of wealth and success.
Tribal Identity Markers: Exclusive
membership in cultural groups with shared
values, satisfying anthropological need for
belonging and differentiation.
Status Anxiety Relief: Premium pricing
guarantees exclusivity and reduces fear of
being perceived as lower-status in
competitive social environments.
Scarcity Psychology: High prices trigger
evolutionary wiring that values rare
resources, equating "expensive and limited"
to "valuable and desirable."
Rational
Price-Quality Heuristic: Humans use price as
a mental shortcut for quality, assuming
expensive items are superior even when
objective differences are minimal..
Cognitive Dissonance Protection: After
paying premium prices, the brain actively
enhances perceived quality and satisfaction
to justify purchase and minimize buyer's
remorse.
Social Risk Insurance: Choosing expensive
items reduces judgment risk in social
situations, as others assume buyer has good
taste regardless of actual quality differences.
Luxury Placebo Effect: People genuinely
experience enhanced satisfaction and
confidence from products they believe are
expensive, creating real psychological value
independent of objective quality.
Evolutionary
Social Hierarchy Signaling: High prices
signal status and resources, an evolutionary
display rank for survival and reproduction.
Costly Signaling Theory: Like a peacock's
tail, the ability to "waste" resources, serves
as honest signals of wealth and success.
Tribal Identity Markers: Exclusive
membership in cultural groups with shared
values, satisfying anthropological need for
belonging and differentiation.
Status Anxiety Relief: Premium pricing
guarantees exclusivity and reduces fear of
being perceived as lower-status in
competitive social environments.
Scarcity Psychology: High prices trigger
evolutionary wiring that values rare
resources, equating "expensive and limited"
to "valuable and desirable."
Rational
Price-Quality Heuristic: Humans use price as
a mental shortcut for quality, assuming
expensive items are superior even when
objective differences are minimal..
Cognitive Dissonance Protection: After
paying premium prices, the brain actively
enhances perceived quality and satisfaction
to justify purchase and minimize buyer's
remorse.
Social Risk Insurance: Choosing expensive
items reduces judgment risk in social
situations, as others assume buyer has good
taste regardless of actual quality differences.
Luxury Placebo Effect: People genuinely
experience enhanced satisfaction and
confidence from products they believe are
expensive, creating real psychological value
independent of objective quality.
Signaling only
counts when
promises are kept…
Consistently
counts when
promises are kept…
Consistently
Elements of Credible Signaling
Pricing and Exclusivity Alone are Insufficient
A Brand must achieve the following in decreasing order of credibility
Long history of kept promises
Consistently high product quality - Essential for lasting credibility
Cultural relevance and tastemaker endorsement (Stylists or Respected Designers)
Distinctive creative and aesthetic consistency - Be recognizable to be desirable
Authentic storytelling rooted in founder/brand heritage
Technical Excellence in Craftsmanship (Construction, Finishing, Functionality)
Unique and reliable input materials
Scarcity and controlled distribution - Limited distribution through specific channels
Crisp and convenient brand experiences
Celebrity/influencer association - Powerful but ephemeral
The higher up on the list a brand sits, the more credible the signaling
Check Appendix 1 for Practical Steps
Pricing and Exclusivity Alone are Insufficient
A Brand must achieve the following in decreasing order of credibility
Long history of kept promises
Consistently high product quality - Essential for lasting credibility
Cultural relevance and tastemaker endorsement (Stylists or Respected Designers)
Distinctive creative and aesthetic consistency - Be recognizable to be desirable
Authentic storytelling rooted in founder/brand heritage
Technical Excellence in Craftsmanship (Construction, Finishing, Functionality)
Unique and reliable input materials
Scarcity and controlled distribution - Limited distribution through specific channels
Crisp and convenient brand experiences
Celebrity/influencer association - Powerful but ephemeral
The higher up on the list a brand sits, the more credible the signaling
Check Appendix 1 for Practical Steps
How dominant is
the Veblen Effect
in Nigerian Fashion
Consumption?
the Veblen Effect
in Nigerian Fashion
Consumption?
Why should
you
Care?
you
Care?
Price Competition
= Race to Bottom
Commoditization Death
Price competition makes you interchangeable with any
cheaper alternative, destroying brand value.
Reverse Veblen Effect
Lower prices signal lower quality and status, repelling
aspirational customers who equate price with prestige.
Profit Suicide Spiral
Each price cut forces cost reductions that compromise
quality, creating an unsustainable downward cycle.
Giffen Goods Stigma
Constantly discounted brands become associated with
desperation, making successful customers avoid them.
Thrift is Unbeatable
You cannot out-price secondhand designer pieces at
₦5,000-₦20,000 while maintaining any profit margin.
= Race to Bottom
Commoditization Death
Price competition makes you interchangeable with any
cheaper alternative, destroying brand value.
Reverse Veblen Effect
Lower prices signal lower quality and status, repelling
aspirational customers who equate price with prestige.
Profit Suicide Spiral
Each price cut forces cost reductions that compromise
quality, creating an unsustainable downward cycle.
Giffen Goods Stigma
Constantly discounted brands become associated with
desperation, making successful customers avoid them.
Thrift is Unbeatable
You cannot out-price secondhand designer pieces at
₦5,000-₦20,000 while maintaining any profit margin.
But… What is
anything worth?
Objectively
anything worth?
Objectively
Water: in the Desert vs the City
Makeup: Bride vs Wedding Guest
Cash: In Your Account vs From POS
vs At a Party
Makeup: Bride vs Wedding Guest
Cash: In Your Account vs From POS
vs At a Party
From Consumer Surplus Theory:
Something is worth the
maximum amount a consumer is
willing to pay for it - not what it
costs to make, not what others
charge, but what value it
creates in the buyer's life.
Something is worth the
maximum amount a consumer is
willing to pay for it - not what it
costs to make, not what others
charge, but what value it
creates in the buyer's life.
Implicit
Personal
SocialAesthetic Value Pyschological
Value Brand Value Signaling Value Quality Value Utility Value Cultural Value
Visual appeal and design excellence including color,
silhouette, texture, and overall beauty.
Personal emotional satisfaction, confidence boost,
or identity expression the wearer derives.
Premium consumers pay for the brand name and
reputation beyond inherent product quality.
Social message the item communicates about the
wearer's status, taste, or group membership.
Technical excellence in materials, construction, and
durability affecting performance and longevity.
Functional benefits including how well it serves its
practical purpose, comfort, and versatility.
Significance from cultural traditions, heritage
craftsmanship, or subcultural identity.
The Layers of ValueIncreasing Difficulty
Less Explored
More Differntiated
Personal
SocialAesthetic Value Pyschological
Value Brand Value Signaling Value Quality Value Utility Value Cultural Value
Visual appeal and design excellence including color,
silhouette, texture, and overall beauty.
Personal emotional satisfaction, confidence boost,
or identity expression the wearer derives.
Premium consumers pay for the brand name and
reputation beyond inherent product quality.
Social message the item communicates about the
wearer's status, taste, or group membership.
Technical excellence in materials, construction, and
durability affecting performance and longevity.
Functional benefits including how well it serves its
practical purpose, comfort, and versatility.
Significance from cultural traditions, heritage
craftsmanship, or subcultural identity.
The Layers of ValueIncreasing Difficulty
Less Explored
More Differntiated
Value-Building Activities
Quality Value Activities
Improve Construction Standards:
Invest in quality threads, zippers, notions and hardware
Learn professional finishing techniques (French seams, proper hems)
Source better fabrics even if ordering smaller quantities
Implement quality control checklist before delivery
Offer care instructions and garment care tips
Use interfacing and proper construction methods
Build relationships with reliable fabric suppliers for consistency
Utility Value Activities
Maximize Functionality:
Design versatile pieces that work for multiple occasions
Add practical elements (pockets, adjustable features, removable belts)
Consider Lagos climate and lifestyle in design (breathable fabrics, easy care)
Create work-appropriate pieces for Nigeria's growing professional class
Offer easy care instructions and recommend fabric protection
Design modular pieces that mix and match
Consider plus-size market which is often underserved
Aesthetic Value Activities
Enhance Design Appeal:
Study international fashion trends and adapt locally
Experiment with unique color combinations using Nigerian fabrics
Learn new construction techniques through YouTube tutorials
Create mood boards and design sketches to refine aesthetic
Focus on fit and silhouette - well-fitted basics beat poorly-fitted luxury
Add unique details (contrast stitching, interesting buttons, trim)
Collaborate with local artists for prints or embellishments
Brand Value Activities
Develop Strong Brand Identity:
Create consistent visual identity across all touchpoints
Develop brand story connecting to founder's journey or Nigerian culture
Use Canva or similar tools for professional-looking marketing materials
Build WhatsApp Business presence with crisp catalog
Create branded packaging using unique materials (e.g. Kraft Bags)
Develop signature style or design element that becomes recognizable
Register business name and get basic trademark protection
Psychological Value Activities
Create Emotional Connections:
Offer custom sizing and alterations for perfect fit confidence
Create "empowerment collections" for working women
Use customer testimonials and transformation stories
Offer styling advice and wardrobe consultation
Create pieces for special occasions (graduations, promotions, celebrations)
Build community through WhatsApp groups or Facebook communities
Offer "confidence guarantee" - remake if customer isn't thrilled
Signaling Value Activities
Build Aspirational Appeal:
Partner with micro-influencers and lifestyle bloggers
Create limited edition pieces to suggest exclusivity
Use high-quality photography for social media (borrow equipment/spaces)
Target specific niches (professionals, creatives, entrepreneurs)
Create "capsule collections" with sophisticated names
Get featured in local lifestyle magazines or blogs
Attend fashion weeks or pop-up markets in upscale areas
Cultural Value Activities
Leverage Nigerian Heritage:
Incorporate traditional patterns (Adire, Ankara, Aso-oke) into modern designs
Partner with local artisans for authentic handwoven elements
Tell stories about Nigerian textile traditions on social media
Create collections inspired by Nigerian festivals or cultural events
Use traditional dyeing techniques like tie-and-dye or batik
Collaborate with cultural centers or museums for authenticity
Quality Value Activities
Improve Construction Standards:
Invest in quality threads, zippers, notions and hardware
Learn professional finishing techniques (French seams, proper hems)
Source better fabrics even if ordering smaller quantities
Implement quality control checklist before delivery
Offer care instructions and garment care tips
Use interfacing and proper construction methods
Build relationships with reliable fabric suppliers for consistency
Utility Value Activities
Maximize Functionality:
Design versatile pieces that work for multiple occasions
Add practical elements (pockets, adjustable features, removable belts)
Consider Lagos climate and lifestyle in design (breathable fabrics, easy care)
Create work-appropriate pieces for Nigeria's growing professional class
Offer easy care instructions and recommend fabric protection
Design modular pieces that mix and match
Consider plus-size market which is often underserved
Aesthetic Value Activities
Enhance Design Appeal:
Study international fashion trends and adapt locally
Experiment with unique color combinations using Nigerian fabrics
Learn new construction techniques through YouTube tutorials
Create mood boards and design sketches to refine aesthetic
Focus on fit and silhouette - well-fitted basics beat poorly-fitted luxury
Add unique details (contrast stitching, interesting buttons, trim)
Collaborate with local artists for prints or embellishments
Brand Value Activities
Develop Strong Brand Identity:
Create consistent visual identity across all touchpoints
Develop brand story connecting to founder's journey or Nigerian culture
Use Canva or similar tools for professional-looking marketing materials
Build WhatsApp Business presence with crisp catalog
Create branded packaging using unique materials (e.g. Kraft Bags)
Develop signature style or design element that becomes recognizable
Register business name and get basic trademark protection
Psychological Value Activities
Create Emotional Connections:
Offer custom sizing and alterations for perfect fit confidence
Create "empowerment collections" for working women
Use customer testimonials and transformation stories
Offer styling advice and wardrobe consultation
Create pieces for special occasions (graduations, promotions, celebrations)
Build community through WhatsApp groups or Facebook communities
Offer "confidence guarantee" - remake if customer isn't thrilled
Signaling Value Activities
Build Aspirational Appeal:
Partner with micro-influencers and lifestyle bloggers
Create limited edition pieces to suggest exclusivity
Use high-quality photography for social media (borrow equipment/spaces)
Target specific niches (professionals, creatives, entrepreneurs)
Create "capsule collections" with sophisticated names
Get featured in local lifestyle magazines or blogs
Attend fashion weeks or pop-up markets in upscale areas
Cultural Value Activities
Leverage Nigerian Heritage:
Incorporate traditional patterns (Adire, Ankara, Aso-oke) into modern designs
Partner with local artisans for authentic handwoven elements
Tell stories about Nigerian textile traditions on social media
Create collections inspired by Nigerian festivals or cultural events
Use traditional dyeing techniques like tie-and-dye or batik
Collaborate with cultural centers or museums for authenticity
How do you
Currently
Price?
Currently
Price?
Common Pricing Models
Cost-Based Pricing Strategies
Cost-Plus Pricing
Break-Even Pricing
Target Return Pricing
Value-Based Pricing Strategies
Value-Based Pricing
Premium Pricing
Price Skimming
Market-Based Pricing Strategies
Competitive Pricing
Penetration Pricing
Dynamic/Surge Pricing
Psychological Pricing
Bundle Pricing
Honorable Mentions
Loss Leader Pricing
Geographic Pricing
Cost-Based Pricing Strategies
Cost-Plus Pricing
Break-Even Pricing
Target Return Pricing
Value-Based Pricing Strategies
Value-Based Pricing
Premium Pricing
Price Skimming
Market-Based Pricing Strategies
Competitive Pricing
Penetration Pricing
Dynamic/Surge Pricing
Psychological Pricing
Bundle Pricing
Honorable Mentions
Loss Leader Pricing
Geographic Pricing
Cost-Based
Pricing Strategies
Cost-Plus Pricing
Adding a fixed markup percentage to production costs (e.g.,
cost + 40% = price)
Break-Even Pricing
Setting prices to cover all costs and achieve target profit
margins ((e.g. sell 3000 clothes at N10,000 each to earn
N30 M in revenue to cover N20 M in costs, and make
profits of N20 M)
Target Return Pricing
Pricing to achieve a specific return on investment (e.g. sell
5000 clothes at N10,000 each to earn N50 M in revenue to
cover N20 M in costs, N20 M in investments and a 50%
return on investment)
Pricing Strategies
Cost-Plus Pricing
Adding a fixed markup percentage to production costs (e.g.,
cost + 40% = price)
Break-Even Pricing
Setting prices to cover all costs and achieve target profit
margins ((e.g. sell 3000 clothes at N10,000 each to earn
N30 M in revenue to cover N20 M in costs, and make
profits of N20 M)
Target Return Pricing
Pricing to achieve a specific return on investment (e.g. sell
5000 clothes at N10,000 each to earn N50 M in revenue to
cover N20 M in costs, N20 M in investments and a 50%
return on investment)
Value-Based
Pricing Strategies
Value-Based Pricing
Setting prices based on perceived customer value
and willingness to pay
Premium Pricing
Charging high prices to signal luxury/quality
positioning
Price Skimming
Starting high to capture maximum value from early
adopters
Pricing Strategies
Value-Based Pricing
Setting prices based on perceived customer value
and willingness to pay
Premium Pricing
Charging high prices to signal luxury/quality
positioning
Price Skimming
Starting high to capture maximum value from early
adopters
Market-Based
Pricing Strategies
Competitive Pricing
Setting prices based on perceived customer value and
willingness to pay
Penetration Pricing
Charging high prices to signal luxury/quality positioning
Price Skimming
Starting high to capture maximum value from early adopters
Psychological Pricing
Using price points that create specific psychological
responses ($99 instead of $100, or premium pricing for
status signaling).
Bundle Pricing
Packaging multiple products/services together at a
combined price that's lower than purchasing separately.
Pricing Strategies
Competitive Pricing
Setting prices based on perceived customer value and
willingness to pay
Penetration Pricing
Charging high prices to signal luxury/quality positioning
Price Skimming
Starting high to capture maximum value from early adopters
Psychological Pricing
Using price points that create specific psychological
responses ($99 instead of $100, or premium pricing for
status signaling).
Bundle Pricing
Packaging multiple products/services together at a
combined price that's lower than purchasing separately.
Honorable
Mentions
Loss Leader Pricing
Selling certain items at a loss to attract
customers who will buy other profitable
products.
Geographic Pricing
Different prices for different
markets/regions based on local economic
conditions, competition, or costs.
Mentions
Loss Leader Pricing
Selling certain items at a loss to attract
customers who will buy other profitable
products.
Geographic Pricing
Different prices for different
markets/regions based on local economic
conditions, competition, or costs.
Most successful fashion maintain
value-based pricing, use cost-
plus as a baseline to ensure
profitability floors, and maintain
competitive awareness
They never lead with cost-plus as
their primary strategy.
value-based pricing, use cost-
plus as a baseline to ensure
profitability floors, and maintain
competitive awareness
They never lead with cost-plus as
their primary strategy.
What does this look
like?
See Appendix 2
like?
See Appendix 2
Navigating
Markets
Markets
Rethinking
the
4 P’s?
the
4 P’s?
The 4P’s Framework Features
Product
Price
Place
Promotion
Something is missing… Who is
this for?
Product
Price
Place
Promotion
Something is missing… Who is
this for?
Positioning
Your Place in
the Market
the Market
A Market
A group of people with similar
needs, desires, and purchasing
power who are willing to
exchange money for solutions to
their problems
A group of people with similar
needs, desires, and purchasing
power who are willing to
exchange money for solutions to
their problems
Fashion Markets Are Different
Fashion isn't just commerce.
It's participatory art where
customers become the canvas
Every purchase is a vote for the
identity they want to project to
the world
Fashion isn't just commerce.
It's participatory art where
customers become the canvas
Every purchase is a vote for the
identity they want to project to
the world
Markets
vs
Products
vs
Products
Market
Segments
Segments
Market Segments
Top 5% - Ultra-Luxury Seekers:
300k+/piece
10m+ Annual Spend
50+ pieces/yr
Middle 15% - Aspirational (Danger Zone):
100k+/piece
2m+ Annual Spend
20+ pieces/yr
Base 80% - Value-Conscious Majority:
10k+/piece
100k+ Annual Spend
10+ pieces/yr
Value
Aspirational
Luxury
Natives
Top 5% - Ultra-Luxury Seekers:
300k+/piece
10m+ Annual Spend
50+ pieces/yr
Middle 15% - Aspirational (Danger Zone):
100k+/piece
2m+ Annual Spend
20+ pieces/yr
Base 80% - Value-Conscious Majority:
10k+/piece
100k+ Annual Spend
10+ pieces/yr
Value
Aspirational
Luxury
Natives
Top 5% - Ultra-Luxury
Seekers
Dream: "I am beyond comparison - my taste defines
what's valuable"
Art Participation: Patron/muse - co-creating cultural
narrative, price irrelevant to value equation
Desire: Exclusivity, cultural authority, being first/only,
investment pieces
Social Signaling: Subtle insider codes - those who
know, know
Designer Relationship: Collaborative partnership,
early access, custom everything
Value
Aspirational
Luxury
Natives
Seekers
Dream: "I am beyond comparison - my taste defines
what's valuable"
Art Participation: Patron/muse - co-creating cultural
narrative, price irrelevant to value equation
Desire: Exclusivity, cultural authority, being first/only,
investment pieces
Social Signaling: Subtle insider codes - those who
know, know
Designer Relationship: Collaborative partnership,
early access, custom everything
Value
Aspirational
Luxury
Natives
Middle 15% -
Aspirational
(Danger Zone)
Dream: "I deserve luxury but must justify every naira
to myself and others"
Art Participation: Hyper-involved curator -
researching, comparing, demanding customization
input
Desire: Maximum social signaling impact per naira,
recognition/validation, Instagram-worthy pieces
Social Signaling: MOST DOMINANT - every purchase
must visibly elevate status
Value Expectations: HIGHEST - want luxury
experience at contemporary prices
Designer Relationship: Co-designer expectations -
want input on everything, high maintenance
The Danger: Will abandon you for better "value"
elsewhere, non-negotiable social share requirements
Value
Aspirational
Luxury
Natives
Aspirational
(Danger Zone)
Dream: "I deserve luxury but must justify every naira
to myself and others"
Art Participation: Hyper-involved curator -
researching, comparing, demanding customization
input
Desire: Maximum social signaling impact per naira,
recognition/validation, Instagram-worthy pieces
Social Signaling: MOST DOMINANT - every purchase
must visibly elevate status
Value Expectations: HIGHEST - want luxury
experience at contemporary prices
Designer Relationship: Co-designer expectations -
want input on everything, high maintenance
The Danger: Will abandon you for better "value"
elsewhere, non-negotiable social share requirements
Value
Aspirational
Luxury
Natives
Base 80% - Value-
Conscious Majority:
Dream: "I want to feel beautiful and confident within
my realistic means"
Art Participation: Selective participant - strategic
splurges mixed with practical choices
Desire: Versatility, durability, confidence boost,
occasional special occasion pieces
Social Signaling: Moderate - more about personal
satisfaction than external validation
Value Expectations: Clear cost-benefit analysis,
honest pricing appreciated
Designer Relationship: Respectful distance - trust
designer expertise, less involved in process
Value
Aspirational
Luxury
Natives
Conscious Majority:
Dream: "I want to feel beautiful and confident within
my realistic means"
Art Participation: Selective participant - strategic
splurges mixed with practical choices
Desire: Versatility, durability, confidence boost,
occasional special occasion pieces
Social Signaling: Moderate - more about personal
satisfaction than external validation
Value Expectations: Clear cost-benefit analysis,
honest pricing appreciated
Designer Relationship: Respectful distance - trust
designer expertise, less involved in process
Value
Aspirational
Luxury
Natives
Product
Segments
Segments
Off Rack Custom Bespoke
Mass Market Fast Fashion RTW “Adjustable” RTW X
Contemporary Emerging RTW Slow Fashion Tailored Contemporary
Premium Premium RTW MTM RTW Premium Bespoke
Luxury Designer (Off-Rack)
Designer (Made-to-
Measure)
Haute Couture
Heritage Cultural Fashion Tailored Trad One-of-One Trad
Occasion Occasional RTW “Copyleft” Trad Ceremonial Trad
Product Segments
Mass Market Fast Fashion RTW “Adjustable” RTW X
Contemporary Emerging RTW Slow Fashion Tailored Contemporary
Premium Premium RTW MTM RTW Premium Bespoke
Luxury Designer (Off-Rack)
Designer (Made-to-
Measure)
Haute Couture
Heritage Cultural Fashion Tailored Trad One-of-One Trad
Occasion Occasional RTW “Copyleft” Trad Ceremonial Trad
Product Segments
Category Definitions
OFF RACK
Ready-to-wear clothing sold in
standard sizes without customization.
In Nigeria, this includes items from local
boutiques, department stores, and
international brands available at malls
like Shoprite or online platforms.
CUSTOM
Clothing made specifically for an
individual client in their own size in a
standard design. Popular in Nigeria
where many people work with local
tailors to recreate designs in their own
size.
BESPOKE
Highest level of personalized tailoring
where garments are individually
crafted from scratch in unique designs
for a specific client, involving multiple
fittings. This can range from personal
tailors to high end haute couture.
MASS MARKET
Affordable, widely available clothing produced in large quantities.
In Nigeria, this includes items from brands like Mr. Price, local
market vendors, and imported wholesale clothing (new or used)
sold in markets like Alaba or Computer Village.
CONTEMPORARY
Modern, design-forward fashion that bridges the gap between
mass market and luxury. Many emerging Nigerian contemporary
brands, as well as established brands like Y’Wande Lag, Fiibii
Studio and BLUPRNT fall into this category.
LUXURY
High-end fashion with premium materials, exceptional
craftsmanship, and prestigious branding. International luxury
brands available in Lagos, or top-tier Nigerian designers like Deola
Sagoe.
HERITAGE
Staple fashion rooted in traditional Nigerian cultural elements,
fabrics, and techniques passed down through generations.
OCCASION
Clothing specifically designed for special events, celebrations, or
formal gatherings - very important in Nigerian culture with its rich
tradition of ceremonies.
OFF RACK
Ready-to-wear clothing sold in
standard sizes without customization.
In Nigeria, this includes items from local
boutiques, department stores, and
international brands available at malls
like Shoprite or online platforms.
CUSTOM
Clothing made specifically for an
individual client in their own size in a
standard design. Popular in Nigeria
where many people work with local
tailors to recreate designs in their own
size.
BESPOKE
Highest level of personalized tailoring
where garments are individually
crafted from scratch in unique designs
for a specific client, involving multiple
fittings. This can range from personal
tailors to high end haute couture.
MASS MARKET
Affordable, widely available clothing produced in large quantities.
In Nigeria, this includes items from brands like Mr. Price, local
market vendors, and imported wholesale clothing (new or used)
sold in markets like Alaba or Computer Village.
CONTEMPORARY
Modern, design-forward fashion that bridges the gap between
mass market and luxury. Many emerging Nigerian contemporary
brands, as well as established brands like Y’Wande Lag, Fiibii
Studio and BLUPRNT fall into this category.
LUXURY
High-end fashion with premium materials, exceptional
craftsmanship, and prestigious branding. International luxury
brands available in Lagos, or top-tier Nigerian designers like Deola
Sagoe.
HERITAGE
Staple fashion rooted in traditional Nigerian cultural elements,
fabrics, and techniques passed down through generations.
OCCASION
Clothing specifically designed for special events, celebrations, or
formal gatherings - very important in Nigerian culture with its rich
tradition of ceremonies.
Product SegmentsFast Fashion RTW:
Trendy, inexpensive
ready-to-wear that
quickly follows global
fashion trends. Low
cost, high volume
production.
"Adjustable" RTW:
Mass market pieces
with basic
customization
options (adjustable
straps, removable
elements, convertible
features) to
accommodate
different
preferences without
full tailoring.
X: True bespoke
doesn't exist at
mass market price
points due to the
labor and time costs
involved. Emerging RTW: RTW
from new or
developing designers
offering modern
aesthetics at
accessible prices,
sold via boutiques or
online platforms.
Slow Fashion: On-
demand
contemporary pieces
emphasizing fit,
quality materials, and
finishing over speed
and volume.
Tailored
Contemporary:
Modern design
aesthetics executed
through traditional
tailoring methods,
creating personalized
contemporary
pieces. Premium RTW: High-
quality ready-to-
wear with superior
fabrics, construction,
and finishing. Well-
established brands
with refined
aesthetics.
MTM RTW (Made-
to-Measure RTW):
Premium pieces
adjusted to individual
measurements
based on existing
designs, offering
personalized fit
without full bespoke
construction.
Premium Bespoke:
Completely custom
pieces with high-
quality materials and
craftsmanship, but
not at the highest
luxury tier. Designer (Off-Rack):
Ready-to-wear
collections from
prestigious fashion
houses or renowned
designers, available
in standard sizes at
luxury price points.
Designer (M2M):
Luxury designs
customized to
individual
measurements by
established
designers.
Haute Couture: The
highest level of
fashion
craftsmanship -
completely
handmade pieces
requiring months of
work and
exceptional artisanal
skills. Fast Fashion RTW:
Trendy, inexpensive
ready-to-wear that
quickly follows global
fashion trends. Low
cost, high volume
production.
"Adjustable" RTW:
Mass market pieces
with basic
customization
options (adjustable
straps, removable
elements, convertible
features) to
accommodate
different
preferences without
full tailoring.
X: True bespoke
doesn't exist at
mass market price
points due to the
labor and time costs
involved.
Trendy, inexpensive
ready-to-wear that
quickly follows global
fashion trends. Low
cost, high volume
production.
"Adjustable" RTW:
Mass market pieces
with basic
customization
options (adjustable
straps, removable
elements, convertible
features) to
accommodate
different
preferences without
full tailoring.
X: True bespoke
doesn't exist at
mass market price
points due to the
labor and time costs
involved. Emerging RTW: RTW
from new or
developing designers
offering modern
aesthetics at
accessible prices,
sold via boutiques or
online platforms.
Slow Fashion: On-
demand
contemporary pieces
emphasizing fit,
quality materials, and
finishing over speed
and volume.
Tailored
Contemporary:
Modern design
aesthetics executed
through traditional
tailoring methods,
creating personalized
contemporary
pieces. Premium RTW: High-
quality ready-to-
wear with superior
fabrics, construction,
and finishing. Well-
established brands
with refined
aesthetics.
MTM RTW (Made-
to-Measure RTW):
Premium pieces
adjusted to individual
measurements
based on existing
designs, offering
personalized fit
without full bespoke
construction.
Premium Bespoke:
Completely custom
pieces with high-
quality materials and
craftsmanship, but
not at the highest
luxury tier. Designer (Off-Rack):
Ready-to-wear
collections from
prestigious fashion
houses or renowned
designers, available
in standard sizes at
luxury price points.
Designer (M2M):
Luxury designs
customized to
individual
measurements by
established
designers.
Haute Couture: The
highest level of
fashion
craftsmanship -
completely
handmade pieces
requiring months of
work and
exceptional artisanal
skills. Fast Fashion RTW:
Trendy, inexpensive
ready-to-wear that
quickly follows global
fashion trends. Low
cost, high volume
production.
"Adjustable" RTW:
Mass market pieces
with basic
customization
options (adjustable
straps, removable
elements, convertible
features) to
accommodate
different
preferences without
full tailoring.
X: True bespoke
doesn't exist at
mass market price
points due to the
labor and time costs
involved.
Off Rack Custom Bespoke
Mass Market Fast Fashion RTW “Adjustable” RTW X
Contemporary Emerging RTW Slow Fashion Tailored Contemporary
Premium Premium RTW MTM RTW Premium Bespoke
Luxury Designer (Off-Rack)
Designer (Made-to-
Measure)
Haute Couture
Heritage Cultural Fashion Tailored Trad One-of-One Trad
Occasion Occasional RTW “Copyleft” Trad Ceremonial Trad
Comparative Segment Prices
Mass Market Fast Fashion RTW “Adjustable” RTW X
Contemporary Emerging RTW Slow Fashion Tailored Contemporary
Premium Premium RTW MTM RTW Premium Bespoke
Luxury Designer (Off-Rack)
Designer (Made-to-
Measure)
Haute Couture
Heritage Cultural Fashion Tailored Trad One-of-One Trad
Occasion Occasional RTW “Copyleft” Trad Ceremonial Trad
Comparative Segment Prices
Dominate your
Segment,
not the
market
Segment,
not the
market
Off Rack Custom Bespoke
Mass Market
Rapid trend replication with 2-4 week
production cycles
High-volume manufacturing with
aggressive pricing strategies
Modular design systems allowing
basic fit customization
Size-inclusive offerings with
adjustable features
Not viable - mass market economics
incompatible with bespoke craftsmanship
No sustainable business model at this
intersection
Contemporary
Independent designer incubation with
direct-to-consumer focus
Social media-driven brand building
with limited collections
Sustainable production with ethical
sourcing practices
Limited batch customization
emphasizing quality over quantity
Modern silhouettes with traditional
construction techniques
Personal styling services with contemporary
aesthetic focus
Premium
High-quality materials with accessible
luxury positioning
Seasonal collections with limited
production runs for exclusivity
Made-to-measure fitting services
with premium fabrics
Personalized design consultations
with luxury finishing
Full custom design with premium material
selection
Artisanal construction with multiple fittings
included
Luxury
Runway-to-retail designer collections
with brand prestige
Limited edition drops with
celebrity/influencer endorsements
Haute couture techniques adapted for
individual clients
Exclusive fabric sourcing with master
craftsman construction
Hand-crafted one-of-a-kind pieces with
months-long creation process
Ultimate luxury positioning with generational
craftsmanship heritage
Heritage
Traditional textile preservation with
modern silhouettes
Artisan collaboration programs
supporting local communities
Heritage pattern adaptation for
contemporary fits
Cultural storytelling through
personalized garment construction
Master artisan creation of unique cultural
pieces
Cultural significance with historical accuracy
Occasion
Event-specific collections with trend-
responsive design
Affordable luxury positioning for
special occasions
Traditional textile preservation with
modern silhouettes
Artisan collaboration programs
supporting local communities
Master craftsman creation for life milestone
events
Cultural ceremony specialization with historical
techniques
Segments Dominant Strategies
Mass Market
Rapid trend replication with 2-4 week
production cycles
High-volume manufacturing with
aggressive pricing strategies
Modular design systems allowing
basic fit customization
Size-inclusive offerings with
adjustable features
Not viable - mass market economics
incompatible with bespoke craftsmanship
No sustainable business model at this
intersection
Contemporary
Independent designer incubation with
direct-to-consumer focus
Social media-driven brand building
with limited collections
Sustainable production with ethical
sourcing practices
Limited batch customization
emphasizing quality over quantity
Modern silhouettes with traditional
construction techniques
Personal styling services with contemporary
aesthetic focus
Premium
High-quality materials with accessible
luxury positioning
Seasonal collections with limited
production runs for exclusivity
Made-to-measure fitting services
with premium fabrics
Personalized design consultations
with luxury finishing
Full custom design with premium material
selection
Artisanal construction with multiple fittings
included
Luxury
Runway-to-retail designer collections
with brand prestige
Limited edition drops with
celebrity/influencer endorsements
Haute couture techniques adapted for
individual clients
Exclusive fabric sourcing with master
craftsman construction
Hand-crafted one-of-a-kind pieces with
months-long creation process
Ultimate luxury positioning with generational
craftsmanship heritage
Heritage
Traditional textile preservation with
modern silhouettes
Artisan collaboration programs
supporting local communities
Heritage pattern adaptation for
contemporary fits
Cultural storytelling through
personalized garment construction
Master artisan creation of unique cultural
pieces
Cultural significance with historical accuracy
Occasion
Event-specific collections with trend-
responsive design
Affordable luxury positioning for
special occasions
Traditional textile preservation with
modern silhouettes
Artisan collaboration programs
supporting local communities
Master craftsman creation for life milestone
events
Cultural ceremony specialization with historical
techniques
Segments Dominant Strategies
Off Rack Custom Bespoke
Mass Market
Infrastructure constraints - Unreliable
power supply and logistics challenges
increase production costs and
delivery timelines, making it difficult to
maintain 2-4 week cycles
competitively
Capital intensity - High-volume
manufacturing requires significant
upfront investment in equipment and
inventory that most Nigerian SMEs
cannot access or sustain
Scale limitations - Modular
customization systems require
technical expertise and initial setup
costs that are prohibitive for small
operations
Market education gap - Nigerian mass
market consumers may lack
awareness or willingness to pay
premium for adjustable/customizable
features
Economic viability - Mass market price
points cannot support the labor-
intensive bespoke model, making this
intersection fundamentally
unprofitable
Target market mismatch - Mass
market customers expect affordability
over exclusivity, creating misaligned
value propositions
Contemporary
Competition from imports - Chinese
and Turkish ready-to-wear flood the
market at lower prices, making it
difficult for local designers to
compete
Limited distribution channels - Few
quality retail spaces and e-commerce
infrastructure challenges restrict
market access for independent
designers
Production capacity constraints -
Limited batch production capabilities
and artisan availability make
sustainable, ethical sourcing difficult
to maintain consistently
Certification challenges - Lack of local
certification bodies for “sustainable”
or “ethical” claims makes brand
differentiation and credibility difficult
Market size limitations - Small pool of
consumers willing to pay for
personalized styling services limits
scalability and revenue potential
Skills shortage - Difficulty finding and
retaining skilled artisans who can
blend traditional techniques with
contemporary aesthetics
Premium
Import dependency - High-quality
materials often must be imported,
facing customs delays, duties, and
naira volatility that erode margins
Authentication concerns - Counterfeit
market undermines luxury positioning;
limited legal recourse against knock-
offs damages brand equity
Client acquisition costs - Premium
customers are limited; expensive
marketing required to reach them,
especially beyond Lagos/Abuja urban
centers
Measurement and fitting challenges -
Multiple fittings required for made-to-
measure services; logistical difficulties
with clients in different cities
Production timeline expectations -
Artisanal construction with multiple
fittings takes months, but clients
often expect faster delivery than true
bespoke allows
Material sourcing complexity -
Sourcing premium fabrics domestically
is nearly impossible; international
sourcing involves significant lead times
and import costs
Segments Limitations
Mass Market
Infrastructure constraints - Unreliable
power supply and logistics challenges
increase production costs and
delivery timelines, making it difficult to
maintain 2-4 week cycles
competitively
Capital intensity - High-volume
manufacturing requires significant
upfront investment in equipment and
inventory that most Nigerian SMEs
cannot access or sustain
Scale limitations - Modular
customization systems require
technical expertise and initial setup
costs that are prohibitive for small
operations
Market education gap - Nigerian mass
market consumers may lack
awareness or willingness to pay
premium for adjustable/customizable
features
Economic viability - Mass market price
points cannot support the labor-
intensive bespoke model, making this
intersection fundamentally
unprofitable
Target market mismatch - Mass
market customers expect affordability
over exclusivity, creating misaligned
value propositions
Contemporary
Competition from imports - Chinese
and Turkish ready-to-wear flood the
market at lower prices, making it
difficult for local designers to
compete
Limited distribution channels - Few
quality retail spaces and e-commerce
infrastructure challenges restrict
market access for independent
designers
Production capacity constraints -
Limited batch production capabilities
and artisan availability make
sustainable, ethical sourcing difficult
to maintain consistently
Certification challenges - Lack of local
certification bodies for “sustainable”
or “ethical” claims makes brand
differentiation and credibility difficult
Market size limitations - Small pool of
consumers willing to pay for
personalized styling services limits
scalability and revenue potential
Skills shortage - Difficulty finding and
retaining skilled artisans who can
blend traditional techniques with
contemporary aesthetics
Premium
Import dependency - High-quality
materials often must be imported,
facing customs delays, duties, and
naira volatility that erode margins
Authentication concerns - Counterfeit
market undermines luxury positioning;
limited legal recourse against knock-
offs damages brand equity
Client acquisition costs - Premium
customers are limited; expensive
marketing required to reach them,
especially beyond Lagos/Abuja urban
centers
Measurement and fitting challenges -
Multiple fittings required for made-to-
measure services; logistical difficulties
with clients in different cities
Production timeline expectations -
Artisanal construction with multiple
fittings takes months, but clients
often expect faster delivery than true
bespoke allows
Material sourcing complexity -
Sourcing premium fabrics domestically
is nearly impossible; international
sourcing involves significant lead times
and import costs
Segments Limitations
Off Rack Custom Bespoke
Luxury
Brand credibility gap - Nigerian luxury
brands struggle for international
recognition; “Made in Nigeria” lacks
prestige compared to European
fashion capitals
Market size sustainability - Extremely
limited local customer base for luxury
pricing; requires international
expansion which involves significant
regulatory and logistics hurdles
Master craftsman scarcity - Severe
shortage of artisans trained in haute
couture techniques; training programs
are expensive and time-consuming
Quality control challenges -
Maintaining consistent luxury
standards across exclusive fabric
sourcing and construction without
established supply chains
Extended creation timeline - Months-
long creation process conflicts with
client expectations; difficult to
maintain cash flow with such long
production cycles
Heritage authentication - Establishing
“generational craftsmanship heritage”
in a relatively young formal fashion
industry limits luxury storytelling
credibility
Heritage
Cultural commodification concerns -
Balancing commercial viability with
cultural respect; risk of backlash from
communities whose textiles are being
commercialized
Artisan partnership sustainability -
Supporting local communities while
maintaining margins is difficult;
artisans may lack business
infrastructure for consistent supply
Pattern/technique documentation -
Many heritage patterns are oral
traditions; adapting them for
contemporary fits without cultural
knowledge loss is challenging
Pricing paradox - Heritage techniques
justify premium pricing, but target
cultural communities may not afford
these prices, creating ethical tensions
Cultural expertise requirements -
Creating historically accurate pieces
requires deep cultural knowledge that
few designers possess; research is
time-intensive
Limited market appeal - Highly specific
cultural pieces appeal to narrow
customer segments; difficult to
achieve financial sustainability
Occasion
Inventory risk - Event-specific
collections can become obsolete
quickly; difficult to predict demand for
occasion wear, leading to dead stock
Seasonal cash flow - Revenue
concentrated around
wedding/ceremony seasons (typically
Dec-Jan); managing cash flow during
off-peak months is challenging
Timeline pressure - Customers often
need occasion wear urgently;
balancing quality craftsmanship with
tight deadlines creates operational
stress
Cultural diversity complexity - Nigeria
has 250+ ethnic groups with different
ceremonial requirements; maintaining
expertise across multiple traditions is
resource-intensive
Peak season bottlenecks - Ceremonial
periods create overwhelming demand
surges; turning away customers
damages reputation, but
overcommitting compromises quality
Expectation management - Life
milestone events carry extremely high
emotional stakes; any imperfection
can damage reputation despite
craftsmanship quality
Segments Limitations
Luxury
Brand credibility gap - Nigerian luxury
brands struggle for international
recognition; “Made in Nigeria” lacks
prestige compared to European
fashion capitals
Market size sustainability - Extremely
limited local customer base for luxury
pricing; requires international
expansion which involves significant
regulatory and logistics hurdles
Master craftsman scarcity - Severe
shortage of artisans trained in haute
couture techniques; training programs
are expensive and time-consuming
Quality control challenges -
Maintaining consistent luxury
standards across exclusive fabric
sourcing and construction without
established supply chains
Extended creation timeline - Months-
long creation process conflicts with
client expectations; difficult to
maintain cash flow with such long
production cycles
Heritage authentication - Establishing
“generational craftsmanship heritage”
in a relatively young formal fashion
industry limits luxury storytelling
credibility
Heritage
Cultural commodification concerns -
Balancing commercial viability with
cultural respect; risk of backlash from
communities whose textiles are being
commercialized
Artisan partnership sustainability -
Supporting local communities while
maintaining margins is difficult;
artisans may lack business
infrastructure for consistent supply
Pattern/technique documentation -
Many heritage patterns are oral
traditions; adapting them for
contemporary fits without cultural
knowledge loss is challenging
Pricing paradox - Heritage techniques
justify premium pricing, but target
cultural communities may not afford
these prices, creating ethical tensions
Cultural expertise requirements -
Creating historically accurate pieces
requires deep cultural knowledge that
few designers possess; research is
time-intensive
Limited market appeal - Highly specific
cultural pieces appeal to narrow
customer segments; difficult to
achieve financial sustainability
Occasion
Inventory risk - Event-specific
collections can become obsolete
quickly; difficult to predict demand for
occasion wear, leading to dead stock
Seasonal cash flow - Revenue
concentrated around
wedding/ceremony seasons (typically
Dec-Jan); managing cash flow during
off-peak months is challenging
Timeline pressure - Customers often
need occasion wear urgently;
balancing quality craftsmanship with
tight deadlines creates operational
stress
Cultural diversity complexity - Nigeria
has 250+ ethnic groups with different
ceremonial requirements; maintaining
expertise across multiple traditions is
resource-intensive
Peak season bottlenecks - Ceremonial
periods create overwhelming demand
surges; turning away customers
damages reputation, but
overcommitting compromises quality
Expectation management - Life
milestone events carry extremely high
emotional stakes; any imperfection
can damage reputation despite
craftsmanship quality
Segments Limitations
Your Reward
for Segment
Dominance
for Segment
Dominance
Lifetime Value
Your Best Customer Relationships are Long Term
The goal is repeat purchases, not one off deals. This is the concept of
lifetime value.
How much should you expect a customer to spend on all their purchases with
you over the course of your relationship?
Average Garment Price
x Number of Garments per Visit
x Number of Visits per Cycle
x Number of Cycles per Year
x Number of Years
=Customer Lifetime Value
Willingness to Pay
x Basket Size
x Shopping Frequency
x Refresh Cycle
x Retention Period
=Total Earnings From Customer
Your Best Customer Relationships are Long Term
The goal is repeat purchases, not one off deals. This is the concept of
lifetime value.
How much should you expect a customer to spend on all their purchases with
you over the course of your relationship?
Average Garment Price
x Number of Garments per Visit
x Number of Visits per Cycle
x Number of Cycles per Year
x Number of Years
=Customer Lifetime Value
Willingness to Pay
x Basket Size
x Shopping Frequency
x Refresh Cycle
x Retention Period
=Total Earnings From Customer
Lifetime Value SamplesAverage Garment Price
x Number of Garments per Visit
x Number of Visits per Cycle
x Number of Cycles per Year
x Number of Years
=Customer Lifetime Value
N 10,000
N100,000
x 2 garments per visit
x 1 visit per month
x 12 months per year
x 5 years
=N12,000,000
N80,000
x 3 garments per visit
x 1 visit per month
x 12 months per year
x 5 years
=N14,400,000
N70,000
x 2 garments per visit
x 2 visits per month
x 12 months per year
x 5 years
=N16,800,000
N200,000
x 1 garment per visit
x 1 visit per month
x 12 months per year
x 8 years
=N19,200,000
N150,000
x 1 garments per visit
x 2 visit per month
x 12 months per year
x 5 years
=N18,000,000
N50,000
x 4 garments per visit
x 2 visits per month
x 12 months per year
x 5 years
=N24,000,000
N60,000
x 3 garments per visit
x 2 visits per month
x 12 months per year
x 5 years
=N21,600,000
N40,000
x 5 garments per visit
x 2 visit per quarter
x 4 quarters per year
x 8 years
=N12,600,000
x Number of Garments per Visit
x Number of Visits per Cycle
x Number of Cycles per Year
x Number of Years
=Customer Lifetime Value
N 10,000
N100,000
x 2 garments per visit
x 1 visit per month
x 12 months per year
x 5 years
=N12,000,000
N80,000
x 3 garments per visit
x 1 visit per month
x 12 months per year
x 5 years
=N14,400,000
N70,000
x 2 garments per visit
x 2 visits per month
x 12 months per year
x 5 years
=N16,800,000
N200,000
x 1 garment per visit
x 1 visit per month
x 12 months per year
x 8 years
=N19,200,000
N150,000
x 1 garments per visit
x 2 visit per month
x 12 months per year
x 5 years
=N18,000,000
N50,000
x 4 garments per visit
x 2 visits per month
x 12 months per year
x 5 years
=N24,000,000
N60,000
x 3 garments per visit
x 2 visits per month
x 12 months per year
x 5 years
=N21,600,000
N40,000
x 5 garments per visit
x 2 visit per quarter
x 4 quarters per year
x 8 years
=N12,600,000
Which
Variables do
you Control?
Variables do
you Control?
Lifetime Value Drivers
N 10,000
Willingness to Pay (Price/item)
• Customer income/purchasing power
• Brand value perception
• Product quality (materials, construction)
• Design exclusivity/uniqueness
• Craftsmanship level
Basket Size (Items/visit)
• Customer income/purchasing power
• Purchase occasion type (event vs. casual)
• Product assortment depth
• Sales assistance effectiveness
• In-store/online merchandising
Shopping Frequency (Visits/cycle)
• New inventory turnover rate
• Brand engagement (social media, WhatsApp)
• Shopping accessibility (location, online presence)
• Customer lifestyle/wardrobe needs
• Competitive alternatives availability
Number of (Active) Cycles per Year
• Cultural/event calendar density
• Garment wear-out rate
• Fashion trend velocity (how fast styles change)
• Customer income stability/timing
• Promotional event frequency
Retention Period (No of Years)
• Product durability/longevity
• Service consistency and reliability
• Relationship depth (personalization, trust)
• Brand-customer value alignment
• Adaptation to customer life stages
Factors you control
Factors you don’t control
N 10,000
Willingness to Pay (Price/item)
• Customer income/purchasing power
• Brand value perception
• Product quality (materials, construction)
• Design exclusivity/uniqueness
• Craftsmanship level
Basket Size (Items/visit)
• Customer income/purchasing power
• Purchase occasion type (event vs. casual)
• Product assortment depth
• Sales assistance effectiveness
• In-store/online merchandising
Shopping Frequency (Visits/cycle)
• New inventory turnover rate
• Brand engagement (social media, WhatsApp)
• Shopping accessibility (location, online presence)
• Customer lifestyle/wardrobe needs
• Competitive alternatives availability
Number of (Active) Cycles per Year
• Cultural/event calendar density
• Garment wear-out rate
• Fashion trend velocity (how fast styles change)
• Customer income stability/timing
• Promotional event frequency
Retention Period (No of Years)
• Product durability/longevity
• Service consistency and reliability
• Relationship depth (personalization, trust)
• Brand-customer value alignment
• Adaptation to customer life stages
Factors you control
Factors you don’t control
Onward to
Global
Markets
Global
Markets
How does your Nigerian
positioning translate globally?
Export success requires
strategic thinking beyond
domestic borders
positioning translate globally?
Export success requires
strategic thinking beyond
domestic borders
The Export Readiness Framework
Product Readiness
Quality standards that meet international expectations
Sizing systems that work across markets
Operational Readiness
Supply chain that can handle export volumes
Quality control systems and certifications
Market Readiness
Understanding target export markets
Cultural adaptation requirements
Business Readiness
Financial capacity for export investments
Legal and regulatory compliance
Product Readiness
Quality standards that meet international expectations
Sizing systems that work across markets
Operational Readiness
Supply chain that can handle export volumes
Quality control systems and certifications
Market Readiness
Understanding target export markets
Cultural adaptation requirements
Business Readiness
Financial capacity for export investments
Legal and regulatory compliance
Product Readiness
Quality & Standards
Meeting Global Expectations
Quality Benchmarks
Fabric quality: 200+ GSM for premium positioning
Stitching standards: 12-14 stitches per inch minimum
Color fastness: Grade 4+ for wash and light resistance
Finishing details: Professional pressing, clean seams
Sizing Considerations
International size charts (US, UK, EU standards)
Fit models that represent target markets
Size range expansion for different body types
Clear size guides with measurements in cm and inches
Key Insight: "Good enough for Lagos" may not be "good
enough for London"
Quality & Standards
Meeting Global Expectations
Quality Benchmarks
Fabric quality: 200+ GSM for premium positioning
Stitching standards: 12-14 stitches per inch minimum
Color fastness: Grade 4+ for wash and light resistance
Finishing details: Professional pressing, clean seams
Sizing Considerations
International size charts (US, UK, EU standards)
Fit models that represent target markets
Size range expansion for different body types
Clear size guides with measurements in cm and inches
Key Insight: "Good enough for Lagos" may not be "good
enough for London"
Operational Readiness
Quality & Standards
Building Export Capacity
Production Scaling
Minimum order quantities: Can you handle 500+ pieces
per style?
Lead times: 45-60 days standard for international orders
Capacity planning during peak seasons (Q4 globally)
Quality Systems
Pre-production samples and approvals
In-line quality checks during production
Final inspection before shipping
Quality certificates and documentation
Supply Chain Management
Reliable fabric sourcing (avoid stockouts)
Backup suppliers for critical materials
Inventory management systems
Quality & Standards
Building Export Capacity
Production Scaling
Minimum order quantities: Can you handle 500+ pieces
per style?
Lead times: 45-60 days standard for international orders
Capacity planning during peak seasons (Q4 globally)
Quality Systems
Pre-production samples and approvals
In-line quality checks during production
Final inspection before shipping
Quality certificates and documentation
Supply Chain Management
Reliable fabric sourcing (avoid stockouts)
Backup suppliers for critical materials
Inventory management systems
Market Readiness
Know Your Export Markets
Cultural Intelligence for Global Success
Market Research Priorities
Fashion consumption patterns in target countries
Price sensitivity and purchasing power
Seasonal buying cycles (opposite seasons for different hemispheres)
Cultural preferences and taboos
Key Export Markets for Nigerian Fashion
Diaspora Markets: US, UK, Canada (familiar with Nigerian aesthetics)
Pan-African: Ghana, Kenya, South Africa (cultural affinity)
Emerging Opportunities: UAE, Germany (growing African communities)
Market Entry Strategy
Start with diaspora communities as cultural bridges
Leverage African cultural festivals and events
Partner with established retailers in target markets
Know Your Export Markets
Cultural Intelligence for Global Success
Market Research Priorities
Fashion consumption patterns in target countries
Price sensitivity and purchasing power
Seasonal buying cycles (opposite seasons for different hemispheres)
Cultural preferences and taboos
Key Export Markets for Nigerian Fashion
Diaspora Markets: US, UK, Canada (familiar with Nigerian aesthetics)
Pan-African: Ghana, Kenya, South Africa (cultural affinity)
Emerging Opportunities: UAE, Germany (growing African communities)
Market Entry Strategy
Start with diaspora communities as cultural bridges
Leverage African cultural festivals and events
Partner with established retailers in target markets
Business Readiness
Financial & Legal
The Business Foundation
Financial Requirements
Export financing: 20-30% additional working capital needed
Currency risk management strategies
Payment terms: L/C, T/T, or trade finance options
Cash flow planning for longer payment cycles
Legal & Compliance
Export license registration with Nigerian Export Promotion Council
Product labeling requirements per destination country
Textile import regulations in target markets
Intellectual property protection (trademark registration)
Documentation Mastery
Commercial invoice, packing list, certificate of origin
Shipping documents and insurance
Compliance certificates as required
Financial & Legal
The Business Foundation
Financial Requirements
Export financing: 20-30% additional working capital needed
Currency risk management strategies
Payment terms: L/C, T/T, or trade finance options
Cash flow planning for longer payment cycles
Legal & Compliance
Export license registration with Nigerian Export Promotion Council
Product labeling requirements per destination country
Textile import regulations in target markets
Intellectual property protection (trademark registration)
Documentation Mastery
Commercial invoice, packing list, certificate of origin
Shipping documents and insurance
Compliance certificates as required
Digital
Export
Strategies
Export
Strategies
E-commerce
Your Global Gateway
Platform Strategy
Own Website: Full control, higher margins
(Shopify, WooCommerce)
Marketplaces: Amazon, Etsy, Asos
Marketplace for reach
Social Commerce: Instagram Shopping,
Facebook Shops
Digital Marketing for Export
SEO and GEO for "African fashion," "Ankara
dress," "Nigerian designer"
Influencer partnerships in target markets
Content marketing: Behind-the-scenes,
cultural stories
Email marketing for repeat international
customers
Logistics Partners
DHL, FedEx for premium positioning
Aramex, UPS for cost-effective options
Consider fulfillment centers in major markets
(UK, US)
Your Global Gateway
Platform Strategy
Own Website: Full control, higher margins
(Shopify, WooCommerce)
Marketplaces: Amazon, Etsy, Asos
Marketplace for reach
Social Commerce: Instagram Shopping,
Facebook Shops
Digital Marketing for Export
SEO and GEO for "African fashion," "Ankara
dress," "Nigerian designer"
Influencer partnerships in target markets
Content marketing: Behind-the-scenes,
cultural stories
Email marketing for repeat international
customers
Logistics Partners
DHL, FedEx for premium positioning
Aramex, UPS for cost-effective options
Consider fulfillment centers in major markets
(UK, US)
Pricing
Strategic Pricing Across
Borders
Cost Structure Changes
Shipping costs: ₦5,000-₦15,000 per
package
Customs duties: 5-20% depending on
destination
Returns and exchanges: 15-20% higher
costs
Marketing costs: 2-3x higher for customer
acquisition
Pricing Strategy Options
Premium Positioning: "Authentic African
luxury" (+50-100% markup)
Cultural Positioning: "Heritage meets
contemporary" (+30-50%)
Value Positioning: "Accessible African
fashion" (+20-30%)
Market-Specific Pricing
UK/US: Can support premium pricing for
unique designs
Germany/France: Price-conscious, focus on
value proposition
UAE: Luxury positioning works well
Strategic Pricing Across
Borders
Cost Structure Changes
Shipping costs: ₦5,000-₦15,000 per
package
Customs duties: 5-20% depending on
destination
Returns and exchanges: 15-20% higher
costs
Marketing costs: 2-3x higher for customer
acquisition
Pricing Strategy Options
Premium Positioning: "Authentic African
luxury" (+50-100% markup)
Cultural Positioning: "Heritage meets
contemporary" (+30-50%)
Value Positioning: "Accessible African
fashion" (+20-30%)
Market-Specific Pricing
UK/US: Can support premium pricing for
unique designs
Germany/France: Price-conscious, focus on
value proposition
UAE: Luxury positioning works well
Partnerships
Strategic Alliances for
Market Entry
Distribution Partnerships
Multi-brand boutiques specializing in
African fashion
Department stores with diverse fashion
sections
Pop-up opportunities in fashion districts
Collaboration Opportunities
International fashion weeks and trade shows
Cultural centers and African diaspora
organizations
Fashion bloggers and stylists in target
markets
Other Nigerian brands for collective
marketing
Trade Support
Nigerian Export Promotion Council (NEPC)
programs
Export development grants and funding
Trade missions and international exhibitions
Participate in African fashion showcases
globally
Strategic Alliances for
Market Entry
Distribution Partnerships
Multi-brand boutiques specializing in
African fashion
Department stores with diverse fashion
sections
Pop-up opportunities in fashion districts
Collaboration Opportunities
International fashion weeks and trade shows
Cultural centers and African diaspora
organizations
Fashion bloggers and stylists in target
markets
Other Nigerian brands for collective
marketing
Trade Support
Nigerian Export Promotion Council (NEPC)
programs
Export development grants and funding
Trade missions and international exhibitions
Participate in African fashion showcases
globally
Bottomline : Your Pricing Stack
~40% - ∞
~20 - 40%
<30%
Social
Value
Artistic
Value
Commodity
Value
~40% - ∞
~20 - 40%
<30%
Social
Value
Artistic
Value
Commodity
Value
Jaybz
Signature
A Case Study
Signature
A Case Study
Jaybz Signature
represents a compelling case
study of how a Nigerian fashion
brand can successfully
transition from domestic
startup to international
recognition while maintaining
cultural authenticity.
represents a compelling case
study of how a Nigerian fashion
brand can successfully
transition from domestic
startup to international
recognition while maintaining
cultural authenticity.
JayBZ Trajectory
Powered by Strategic Clarity, Cultural Capital, and Operational
Excellence
Founded by
Joy Brenda Obilor
2019 Launched full business
operations
2022
months post launch
First international order
5
Brand lift over 3 years
Financial forecasts not backed by
market data
300%
Organic Global Celebrity Features
Ciara and Meghan Good
2
Powered by Strategic Clarity, Cultural Capital, and Operational
Excellence
Founded by
Joy Brenda Obilor
2019 Launched full business
operations
2022
months post launch
First international order
5
Brand lift over 3 years
Financial forecasts not backed by
market data
300%
Organic Global Celebrity Features
Ciara and Meghan Good
2
Positioning
Heritage Meets Contemporary
Primary Position
Heritage Luxury (Traditional/Heritage segment, Bespoke column)
Custom pieces with master craftwork
Price range: ₦100K - ₦1M+
Full customization with cultural authenticity
Secondary Position
Cultural Contemporary (Contemporary segment, Made-to-Order)
Modern interpretations of traditional techniques
International ready-to-wear exclusives
Premium positioning without luxury pricing (yet)
Heritage Meets Contemporary
Primary Position
Heritage Luxury (Traditional/Heritage segment, Bespoke column)
Custom pieces with master craftwork
Price range: ₦100K - ₦1M+
Full customization with cultural authenticity
Secondary Position
Cultural Contemporary (Contemporary segment, Made-to-Order)
Modern interpretations of traditional techniques
International ready-to-wear exclusives
Premium positioning without luxury pricing (yet)
Strategic
Duality
"Jaybz Signature sits
between Heritage
Luxury and Cultural
Contemporary. Our
strength is in
reintroducing Africa's
timeless artistry to
the world, without
diluting it to fit
Western molds."
Duality
"Jaybz Signature sits
between Heritage
Luxury and Cultural
Contemporary. Our
strength is in
reintroducing Africa's
timeless artistry to
the world, without
diluting it to fit
Western molds."
Strategic Duality
Heritage Authenticity
Cultural Pride
Artisanal Craftsmanship
Contemporary Relevance
Global Resonance
Measured Scaling
Heritage Authenticity
Cultural Pride
Artisanal Craftsmanship
Contemporary Relevance
Global Resonance
Measured Scaling
Value
Architecture
Lifestyle Promise
"Wearing Jaybz is a statement of identity and
power"
Target customer: "I appreciate true art and
artistry"
Positioning as cultural ambassador wear
Premium lifestyle association
Heritage Story
"Africa's past, present, and future woven into
one"
Addresses pre-colonial and post-colonial African
narrative
Maintains cultural integrity without dilution
Creates emotional connection beyond fashion
Scarcity Design
"Limited, intentional collections; no mass
production"
Exclusivity drives desirability
Maintains brand prestige
Supports premium pricing strategy
Craft Narrative
"Elevating crochet and weaving into art forms"
Transforms traditional techniques into luxury
positioning
Commands respect through artisanal
excellence
Differentiates from mass-produced alternatives
Quality Assurance
"Slow fashion principles, pieces that last in beauty
and relevance"
Commitment to longevity over trends
Sustainable production methods
Investment pieces rather than fast fashion
Architecture
Lifestyle Promise
"Wearing Jaybz is a statement of identity and
power"
Target customer: "I appreciate true art and
artistry"
Positioning as cultural ambassador wear
Premium lifestyle association
Heritage Story
"Africa's past, present, and future woven into
one"
Addresses pre-colonial and post-colonial African
narrative
Maintains cultural integrity without dilution
Creates emotional connection beyond fashion
Scarcity Design
"Limited, intentional collections; no mass
production"
Exclusivity drives desirability
Maintains brand prestige
Supports premium pricing strategy
Craft Narrative
"Elevating crochet and weaving into art forms"
Transforms traditional techniques into luxury
positioning
Commands respect through artisanal
excellence
Differentiates from mass-produced alternatives
Quality Assurance
"Slow fashion principles, pieces that last in beauty
and relevance"
Commitment to longevity over trends
Sustainable production methods
Investment pieces rather than fast fashion
Dual Market Strategy
Pricing Philosophy
"There's no pricing distinction between
Nigerian and international clients. Jaybz is
for all. That's where the integrity of our
brand lies."
Domestic Market Behavior
Preference for made-to-order couture
pieces
Personal experience emphasis
Easier adjustment process
International Market Behavior
Stronger pull towards ready-to-wear
exclusives
Diaspora pride in cultural representation
"Symbolizes carrying Africa's story into
global spaces"
Market Segmentation Analysis
Domestic
Aspirational 15% segment
Top 5% ultra-luxury tier
Cultural pride positioning
International
African diaspora primary market
Cultural ambassadorship appeal
Premium positioning in global markets
Pricing Philosophy
"There's no pricing distinction between
Nigerian and international clients. Jaybz is
for all. That's where the integrity of our
brand lies."
Domestic Market Behavior
Preference for made-to-order couture
pieces
Personal experience emphasis
Easier adjustment process
International Market Behavior
Stronger pull towards ready-to-wear
exclusives
Diaspora pride in cultural representation
"Symbolizes carrying Africa's story into
global spaces"
Market Segmentation Analysis
Domestic
Aspirational 15% segment
Top 5% ultra-luxury tier
Cultural pride positioning
International
African diaspora primary market
Cultural ambassadorship appeal
Premium positioning in global markets
Key
Success
Factors
4. Cultural Intelligence
Understanding different market behaviors
Maintaining brand integrity across cultures
Leveraging cultural pride as purchase
motivation
1. Clear Positioning from Day One
Premium positioning from Nigerian launch
Consistent brand story across markets
Cultural authenticity as core value proposition
5. Operational Excellence
Systems thinking approach to export readiness
Focus on consistency and quality assurance
Customer experience as differentiator
2. Quality-First Approach
Craftsmanship over volume from inception
Slow fashion principles embedded in operations
Investment in operational excellence before
scaling
3. Strategic Market Entry
Started with diaspora markets (cultural affinity)
Word-of-mouth growth strategy
Gradual, sustainable expansion
Success
Factors
4. Cultural Intelligence
Understanding different market behaviors
Maintaining brand integrity across cultures
Leveraging cultural pride as purchase
motivation
1. Clear Positioning from Day One
Premium positioning from Nigerian launch
Consistent brand story across markets
Cultural authenticity as core value proposition
5. Operational Excellence
Systems thinking approach to export readiness
Focus on consistency and quality assurance
Customer experience as differentiator
2. Quality-First Approach
Craftsmanship over volume from inception
Slow fashion principles embedded in operations
Investment in operational excellence before
scaling
3. Strategic Market Entry
Started with diaspora markets (cultural affinity)
Word-of-mouth growth strategy
Gradual, sustainable expansion
Case Study Takeaways
1. Start Premium, Stay Premium
Early positioning decisions have lasting impact
Quality and craftsmanship must be non-negotiable
Premium positioning opens more doors internationally
2. Cultural Authenticity as Strength
Don't dilute heritage for international acceptance
Lead with what makes you uniquely Nigerian/African
Cultural pride translates to purchase intent globally
3. Systems Enable Scale
Invest in operational improvements early
Consistency becomes increasingly important with distance
Export readiness is about total experience, not just product
4. Dual Market Thinking
Understand behavioral differences between markets
Maintain brand consistency while adapting operations
International success can strengthen domestic appeal
5. Gradual Evolution Strategy
Don't rush into "luxury" positioning
Build towards aspirational positioning systematically
Word-of-mouth remains powerful in premium fashion
1. Start Premium, Stay Premium
Early positioning decisions have lasting impact
Quality and craftsmanship must be non-negotiable
Premium positioning opens more doors internationally
2. Cultural Authenticity as Strength
Don't dilute heritage for international acceptance
Lead with what makes you uniquely Nigerian/African
Cultural pride translates to purchase intent globally
3. Systems Enable Scale
Invest in operational improvements early
Consistency becomes increasingly important with distance
Export readiness is about total experience, not just product
4. Dual Market Thinking
Understand behavioral differences between markets
Maintain brand consistency while adapting operations
International success can strengthen domestic appeal
5. Gradual Evolution Strategy
Don't rush into "luxury" positioning
Build towards aspirational positioning systematically
Word-of-mouth remains powerful in premium fashion
+2347059776642 Thank You www.cafet.africa
Appendix 1
Building Brand
Credibility
Building Brand
Credibility
Build your Brand Credibility
1. Establish Quality Standards
Within Local Constraints
Find 2-3 reliable tailors who
can follow your instructions
consistently
Create simple pattern
templates and step-by-step
guides
Check quality at cutting,
sewing, and finishing stages
Start with 2-3 basic styles
you can perfect
Build relationships with
fabric sellers for consistent
supply
Budget: ₦800K production,
₦200K equipment/setup,
₦500K initial stock
Foundation Phase (6-12 Months) - Budget: N1.5 M
2. Develop Distinctive Nigerian
Aesthetic
Mix traditional fabrics with
modern cuts
Create one signature style
element that people will
recognize
Focus on fit for local body
types
Design pieces that work for
multiple occasions
Keep your style consistent
across all pieces
3. Craft Authentic Local Story
Connect to your background
- family, hometown, faith,
personal journey
Focus on local
craftsmanship in your
messaging
Create content showing how
pieces are made
Use relatable language
where appropriate
Show real Nigerian life in
your photos
1. Establish Quality Standards
Within Local Constraints
Find 2-3 reliable tailors who
can follow your instructions
consistently
Create simple pattern
templates and step-by-step
guides
Check quality at cutting,
sewing, and finishing stages
Start with 2-3 basic styles
you can perfect
Build relationships with
fabric sellers for consistent
supply
Budget: ₦800K production,
₦200K equipment/setup,
₦500K initial stock
Foundation Phase (6-12 Months) - Budget: N1.5 M
2. Develop Distinctive Nigerian
Aesthetic
Mix traditional fabrics with
modern cuts
Create one signature style
element that people will
recognize
Focus on fit for local body
types
Design pieces that work for
multiple occasions
Keep your style consistent
across all pieces
3. Craft Authentic Local Story
Connect to your background
- family, hometown, faith,
personal journey
Focus on local
craftsmanship in your
messaging
Create content showing how
pieces are made
Use relatable language
where appropriate
Show real Nigerian life in
your photos
Build your Brand Credibility
4. Technical Excellence with
Local Resources
Teach tailors better finishing
techniques
Buy better machines and
pressing equipment
Work with fashion students
for affordable skilled help
Focus on details: clean
seams, even stitching,
proper pressing
Document your process to
show quality commitment
Growth Phase (Months 12-24) - Budget: ₦2M
5. Source Unique Local
Materials
Work directly with local
textile artists for unique
patterns
Connect with weavers for
exclusive designs
Source sustainable options
where possible
Build direct supplier
relationships for better
prices
Develop signature
colors/patterns
Budget: ₦600K materials,
₦400K partnerships, ₦1M
stock
6. Build Cultural Relevance
Locally
Connect with emerging
stylists and fashion bloggers
Approach costume
designers for collaborations
Apply for fashion week
showcases
Build relationships with
fashion media
Work with local
photographers for better
images
4. Technical Excellence with
Local Resources
Teach tailors better finishing
techniques
Buy better machines and
pressing equipment
Work with fashion students
for affordable skilled help
Focus on details: clean
seams, even stitching,
proper pressing
Document your process to
show quality commitment
Growth Phase (Months 12-24) - Budget: ₦2M
5. Source Unique Local
Materials
Work directly with local
textile artists for unique
patterns
Connect with weavers for
exclusive designs
Source sustainable options
where possible
Build direct supplier
relationships for better
prices
Develop signature
colors/patterns
Budget: ₦600K materials,
₦400K partnerships, ₦1M
stock
6. Build Cultural Relevance
Locally
Connect with emerging
stylists and fashion bloggers
Approach costume
designers for collaborations
Apply for fashion week
showcases
Build relationships with
fashion media
Work with local
photographers for better
images
Build your Brand Credibility
7. Strategic Distribution
Within Nigeria
Approach boutiques in Lagos
and Abuja
Consider other major cities
for expansion
Keep strong online presence
on Instagram and WhatsApp
Do pop-ups at events and
markets
Join online marketplaces
where appropriate
Expansion Phase (Months 18+) - Budget: ₦1.5M
8. Optimize for Local
Customer Experience
Offer delivery within major
cities
Use WhatsApp for customer
service
Create proper size guides
Offer payment plans for
expensive items
Use local materials for
packaging
Start referral program for
existing customers
9. Leverage Local Influence
Networks
Partner with smaller
influencers (5K-50K
followers)
Focus on diaspora
connections
Collaborate with local
content creators within
budget
Build real relationships not
just paid posts
Create commission system
for customer referrals
7. Strategic Distribution
Within Nigeria
Approach boutiques in Lagos
and Abuja
Consider other major cities
for expansion
Keep strong online presence
on Instagram and WhatsApp
Do pop-ups at events and
markets
Join online marketplaces
where appropriate
Expansion Phase (Months 18+) - Budget: ₦1.5M
8. Optimize for Local
Customer Experience
Offer delivery within major
cities
Use WhatsApp for customer
service
Create proper size guides
Offer payment plans for
expensive items
Use local materials for
packaging
Start referral program for
existing customers
9. Leverage Local Influence
Networks
Partner with smaller
influencers (5K-50K
followers)
Focus on diaspora
connections
Collaborate with local
content creators within
budget
Build real relationships not
just paid posts
Create commission system
for customer referrals
Appendix 2
An Approach to
Value-based Pricing
An Approach to
Value-based Pricing
Value-Based Pricing Roadmap
Step 1: Create Real Customer Archetypes
Don't use generic personas - find actual people
Action Steps:
Identify 3-5 real customers who represent your
ideal market
Interview them directly about shopping habits and
spending
Document their details:
Age, income bracket, lifestyle
Where they currently shop
How much they typically spend per piece
What influences their buying decisions
Their fashion frustrations/unmet needs
Phase 1: Customer Research & Target Definition (Weeks 1-2)
Step 2: Map Their Shopping Destinations
Track where your archetypes actually spend
money
Action Steps:
Follow their Instagram activity - what brands
do they tag/share?
Ask directly: "Where did you buy your last 5
fashion purchases?"
Check their tagged photos for brand mentions
Note both online and offline destinations
Create shopping journey map for each
archetype
Example Archetype Framework:
Name: Ada Funmi Ciroma
Age & Location: "28, Lagos Island"
Income: "₦200K monthly, marketing manager"
Current Shopping: "Buys from [Brand X] on IG, shops at [Store Y]"
Spending Pattern: "₦15K-25K for dresses, ₦8K-12K for tops"
Pain Points: "Hard to find professional wear that fits well"
Step 1: Create Real Customer Archetypes
Don't use generic personas - find actual people
Action Steps:
Identify 3-5 real customers who represent your
ideal market
Interview them directly about shopping habits and
spending
Document their details:
Age, income bracket, lifestyle
Where they currently shop
How much they typically spend per piece
What influences their buying decisions
Their fashion frustrations/unmet needs
Phase 1: Customer Research & Target Definition (Weeks 1-2)
Step 2: Map Their Shopping Destinations
Track where your archetypes actually spend
money
Action Steps:
Follow their Instagram activity - what brands
do they tag/share?
Ask directly: "Where did you buy your last 5
fashion purchases?"
Check their tagged photos for brand mentions
Note both online and offline destinations
Create shopping journey map for each
archetype
Example Archetype Framework:
Name: Ada Funmi Ciroma
Age & Location: "28, Lagos Island"
Income: "₦200K monthly, marketing manager"
Current Shopping: "Buys from [Brand X] on IG, shops at [Store Y]"
Spending Pattern: "₦15K-25K for dresses, ₦8K-12K for tops"
Pain Points: "Hard to find professional wear that fits well"
Build your Brand Credibility
4. Technical Excellence with
Local Resources
Teach tailors better finishing
techniques
Buy better machines and
pressing equipment
Work with fashion students
for affordable skilled help
Focus on details: clean
seams, even stitching,
proper pressing
Document your process to
show quality commitment
Growth Phase (Months 12-24) - Budget: ₦2M
5. Source Unique Local
Materials
Work directly with local
textile artists for unique
patterns
Connect with weavers for
exclusive designs
Source sustainable options
where possible
Build direct supplier
relationships for better
prices
Develop signature
colors/patterns
Budget: ₦600K materials,
₦400K partnerships, ₦1M
stock
6. Build Cultural Relevance
Locally
Connect with emerging
stylists and fashion bloggers
Approach costume
designers for collaborations
Apply for fashion week
showcases
Build relationships with
fashion media
Work with local
photographers for better
images
4. Technical Excellence with
Local Resources
Teach tailors better finishing
techniques
Buy better machines and
pressing equipment
Work with fashion students
for affordable skilled help
Focus on details: clean
seams, even stitching,
proper pressing
Document your process to
show quality commitment
Growth Phase (Months 12-24) - Budget: ₦2M
5. Source Unique Local
Materials
Work directly with local
textile artists for unique
patterns
Connect with weavers for
exclusive designs
Source sustainable options
where possible
Build direct supplier
relationships for better
prices
Develop signature
colors/patterns
Budget: ₦600K materials,
₦400K partnerships, ₦1M
stock
6. Build Cultural Relevance
Locally
Connect with emerging
stylists and fashion bloggers
Approach costume
designers for collaborations
Apply for fashion week
showcases
Build relationships with
fashion media
Work with local
photographers for better
images
Build your Brand Credibility
7. Strategic Distribution
Within Nigeria
Approach boutiques in Lagos
and Abuja
Consider other major cities
for expansion
Keep strong online presence
on Instagram and WhatsApp
Do pop-ups at events and
markets
Join online marketplaces
where appropriate
Expansion Phase (Months 18+) - Budget: ₦1.5M
8. Optimize for Local
Customer Experience
Offer delivery within major
cities
Use WhatsApp for customer
service
Create proper size guides
Offer payment plans for
expensive items
Use local materials for
packaging
Start referral program for
existing customers
9. Leverage Local Influence
Networks
Partner with smaller
influencers (5K-50K
followers)
Focus on diaspora
connections
Collaborate with local
content creators within
budget
Build real relationships not
just paid posts
Create commission system
for customer referrals
7. Strategic Distribution
Within Nigeria
Approach boutiques in Lagos
and Abuja
Consider other major cities
for expansion
Keep strong online presence
on Instagram and WhatsApp
Do pop-ups at events and
markets
Join online marketplaces
where appropriate
Expansion Phase (Months 18+) - Budget: ₦1.5M
8. Optimize for Local
Customer Experience
Offer delivery within major
cities
Use WhatsApp for customer
service
Create proper size guides
Offer payment plans for
expensive items
Use local materials for
packaging
Start referral program for
existing customers
9. Leverage Local Influence
Networks
Partner with smaller
influencers (5K-50K
followers)
Focus on diaspora
connections
Collaborate with local
content creators within
budget
Build real relationships not
just paid posts
Create commission system
for customer referrals
Categories
BusinessDownload
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