Fashion Gets Faster with Global Fashion Platform Klasha.
An Ecommerce shop catering to the West African market. Finally!
The conversation continues on the industry’s lack of acknowledgement to the West African region. Although one of the biggest influential markets on Western fashion, there’s this false accusation (reported by Teen Vogue) that Africa’s luxury market just isn’t adequate enough to be considered a fashion hub or destination. Not only does the luxury scene neglect the African market, fast fashion hasn’t necessarily given the market any type of special treatment either. Well, now, there’s an Ecommerce shop that aims to change all that: Klasha!
According to WWD, a Nigerian-English entrepreneur, Jessica Anuna, founded Klasha.com with an intention to serve those West African markets that have been so easily neglected with slow lead times from Western based retailers. Writer Ritu Upadhyay states that lead times for a consumer ordering from these retailers can take well up to four weeks before receipt. With Klasha, Jessica Anuna promises a shipping duration of 1-5 days within her target cities. Klasha.com operates out of two distribution centers: with her Nigerian based center servicing her target cities in Nigeria, Ghana, Senegal, and the Ivory Coast while her UK based center services the remainder of the globe. Jessica Anuna describes her consumer as the “African Millennial woman.” Klasha.com features an array of US manufacturers private labels with a breadth of apparel including dresses, swim and bodysuits.
Although there has recently been a slight depletion in Nigeria’s GDP growth for 2018 Q1 vs. 2017 Q4 (2.11% to 1.95%), the previous GDP growth starting from 0.55% 2017 Q2 is still something to recognize (Source: allAfrica). Nigeria, reportedly, has one of the fastest growing economies exiting recession and Jessica Anuna would like for this country to be her biggest focus; not only to mind the gap of inclusivity in fast fashion but also based on the fact that 50% of the country’s population is within the age range of her target consumer.
For so long, Western European fashion has benefited off of the influence of the countries they so quickly put aside. With brewing inquiries on Vogue’s decision to not license a VOGUE Africa, young African designers being endorsed by celebrities via social media campaigns, and young entrepreneurs actively acknowledging the West African markets being underserved, there have been steady efforts on pushing inclusivity of these countries forward and the face of Africa is on its way of finally being acknowledged in the fashion world.