FASHION MERCHANDISING IN THE AFRICAN CONTINENT July 28, 2009
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In the African continent, fashion merchandising is one of the most lucrative careers for many. There are various fashion shop and market all over the African countries today. Fashion merchandising is purely given a business approach in most Africa cities.
Africans are yet to come to the reality of internet marketing. Many people are currently doing their businesses in the physical market world while their western counterparts in the Europe and U.S are having successful online business. Well, the issue is that the internet connection is still very dear to maintain in some parts of Africa. Hence, the bulk activity of fashion merchandising takes place in the physical markets and super stores spread across the African nations.
In most African cities like Lagos in Nigeria, Fashion merchandising is thriving in so many ways. There are fashion merchants that deal mainly with second hand fashion products imported from Dubai or Italy. Stuff like Italian shoes, designer handbags, wrist watches and clothing materials that have been used move very fast in Lagos and other cities of Nigeria including in other African nations. There are also new products categories, but most of the times people prefer those second handed fashion products. This is because, the second handed fashion product are very strong and durable than the so called new ones which are mainly manufactured in China with less quality raw materials. Such is the case in most African cities. Hence, fashion merchandising thrives well in the second hand fashion products category.
However, becoming a fashion merchant in Africa is mainly by apprenticeship. Individuals especially young men and women who want to learn the business serve those already in it to make a head way.
In all, the African fashion merchandizing system has a long way to go.
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