African Fashion Revival: The Nichemtex and Akosombo Redemption
African Fashion Revival: Nichemtex and Akosombo Highlight Their Future Plans
Words By: Iferi Young
The Nichemtex House of Brands textile group; (Da Viva, Excellence, Nichem VIP), in alliance with its sister company , Akosombo Textiles House of Brands – ATL (Inspiration, Q spice, and ABC), are outwardly slanted towards rapid urbanization of the majority of the population, which is below the age of 25, through increased connectivity to give rise to an new consumer type.
Expectations have been raised and a lot of the attention is on Africa’s fashion industry as the new source of inspiration and a potential initiative to drive Africa’s future. With an intent on improving the livelihood of people in the local markets through the fashion industry, the redeeming House of Brands aims at becoming the champions of the fashion business in Africa and beyond.
For a group focused on building a portfolio of strong African brands satisfying a broad scale of market needs which is brand driven, consumer focused, design led and fashion minded, a feat is not very far off. By means of developing micro/small/medium fashion enterprises in an ethical way, their agenda comprises of a program that builds relationships with stakeholders of the African fashion industry by facilitating the creation of a westernized West African fashion system: the first initiative being the establishment of a new Application Centre with a strategic partner – Swarovski.
Key events include the Da Viva/ABC participation in AFWN as an official textile partner, with solo display on the 3rd of June at 17.30 – 20.00 which will take place at the National Theatre, Lagos. Attractions also include unveiling of the new Da Viva collection and a section of ABC wax relaunch. Live streaming will be available on all Da Viva social media channels.
Brand reports include ABC relaunch in Nigeria, bearing new selvedge ‘Designed in England, Made in Ghana’ classic designs, latest designs and unique hand blocked wax. Full marketing for the presentation and distribution will be accessible through their own retail network.
The Da Viva update consists of the new ‘Collection Concept’ which will also be launched at AFWN, with further innovative collections displayed in the 3rd and 4th quarter of 2017. Full marketing support and product innovation prototyping will ensue later on this year as well as expansion of export markets to Ghana and other West African countries under the ECOWAS umbrella.
The leading ‘Aso Ebi’ brand, Excellence, continues to evolve with the addition of their new brand extension called Excellence Plus. Its new design inspired from traditional wax designs incorporates a more African touch to the range with increased marketing support for Excellence as an ‘Aso Ebi’ brand and a fashion brand in its own right also, covering a wide range of user occasions.