I’m an avid reader of publications both online and offline, so when I came across this new African women’s magazine called Kitu Kizuri at Barnes and Noble, I was intrigued. Having already been in contact with the editor for a feature on myself and Annansi Clothing Co. in the “American Dreams” section, I kind of had an idea what the magazine was about anyway. But, when I finally found a copy hidden in the women’s interest section, I was impressed. While I’m sure there are other African women’s magazines available, I felt that Kitu Kizuri was on point with it’s focus and content. Being an African man, I might not be in the target market, but the articles gave me a good glimpse of what is on African women’s minds. Just the kind of insight I need for when I’m designing my upcoming women’s collection. Make sure you check out the magazine and SUBSCRIBE!! It’s only $20 per year and I’m sure you’ll agree that we need more magazines like this one to help shape a new African image. Congrats on the launch guys.
Five tactics for selling Africa-based products to non-Africans
I’ve been having discussions about the difficulties of selling African products to non-Africans for years. As I mentioned in my post about African affluence, and Benin expanded upon in his post on advertisers ignoring Africa, there are many hurdles that come with proving the worth of an Africa-focused product of service, especially when it comes to non-Africans. But while many of us can certainly make a good living selling our products to Africans alone, there is also a need to introduce the non-African market to those same products. While I certainly don’t feel all African companies have to pursue non-African customers, there is a strong market for bridge products outside the continent. I’ve compiled 5 tactics that I’ve used in the past in approaching a non-African customer with my products. I use the term non-African consumer/customer, to refer to consumers/customers who would not otherwise engage an African product or service in their everyday life. While some products might not be the most culturally traditional, it is an easier sell to Africans than it is to non-Africans. Keep in mind though, that a product or service cannot be everything to everyone. Look at the Gap’s recent identity crisis and sales slump. If you are thinking about selling to non-African customers here are five tactics that might help.
1. Assume you’re entering hostile territory. Get ammunition.
Just because you are willing to share your African culture and heritage doesn’t mean others are willing to buy into it. They might not even think your product has any relevance to their normal product buying patterns. Instead of arguing why they should embrace a new culture, convince them of how your product fills a need they might already have. Do as much research on the customer’s buying patterns and look for gaps that your product can fill. Research, research, research.
2. Target culture bridge builders first.
A good way of adding non-Africans to your customer pool is to first identify and target cultural bridge builders. Take a look at your customer database ( I assume you have one) and pick out those non-African customers who have already bought your products. Invariably, those non-Africans are people who are already familiar with Africa beyond what they see on the news, and many times they are eager to share their culturally diverse knowledge with others who might not be familiar. With a little research you can find ways of building up that customer base and empowering them to convince other non-Africans why and how to adopt your product.
3. Connect the dots with familiar non-African products.
A large part of the process when it comes to selling African products to non-African consumers is convincing them your product is not so foreign. Many times new customers will resist your product based on unfamiliarity. It’s up to you to guide them into familiar waters, and one way of doing that is to compare your product to a more familiar product. While many of us entrepreneurs like to believe our products or ideas are brand new, in this case, relying on the newness of your product can actually make it a harder sell. When introducing a product that is heavily reliant on cultures that are foreign to your potential target customers, it’s better to play up the similarities rather than the differences to products that are already being used. It takes knowing the pros and cons of your product and forming a relationship with the non-African consumer.
4. Assume nothing, Explain everything.
It seems like a no-brainer, but many entrepreneurs, myself included, get so caught up in our own world that we forget that not everyone is immersed in our product or industry as we are. And when it comes to Africa-related products, we run into a roadblock when we assume others are familiar with any of our cultural references. In my experience, the products that have been able to appeal to more than just Africans, are those that educate the customer then sell to them. If we can all agree that Africa and African cultures are misunderstood, then we should also know that before you get a non-African to buy, you must explain what references are being used. Many times the more you explain, the greater value your product has with the new customer also.
5. Customer service and quality breed sales.
One of the things I learned while working at the Four Seasons and the Hilton back in college, was Americans put a lot of stock in customer service and quality. Those who live in the US know what I’m talking about. The better your customer service, the more likely the customer will buy your product and recommend it to others. Again, your Africa-related product is fighting against strong stereotypes in the customer’s mind, so the more you strive to deliver excellent customer service and impeccable quality, the easier it will be to convince your growing customer base to trust you and your company. We cannot all be perfect, but sometimes a little attention to detail can go a long way.
Do you agree? Do have any tactics to add?
This week in African Style 4/14 – 4/20/07
- Fighting Nigeria’s other drug war.
- Africa: Continent’s leading social entrepreneurs honored by Ashoka.
- Pope accuses rich of plundering Africa.
- Deola Sagoe for Caribbean Fashion Week June 6-10.
- Engineers want Europe-Africa train.
- Opposition protests erupt after flawed Nigeria poll.
- Ghanaian music is more than Highlife.
- Madonna filming her African trip.
- UN helicopter gunships get go-ahead to patrol Darfur.
- Nigerian Elections 2007: What’s hot and what’s not in the media coverage.
- Nigeria: Blogging the historic election (Part 1).
- Ghanaian musician Rocky Dawuni joins (RED).
- Telenovelas catch on in Africa.
- Africa on Mexico’s cultural radar
- Africa: Black Africans must tread carefully over the USAfrica Project.
- Nigerians voters hope for president who really is “of the people”.
Puma adds Namibia to list of 2010 African World Cup teams
Puma recently announced a sponsorship deal with the Namibian Football Association (NFA). Namibia’s national team, the Brave Warriors, will be supplied with Puma’s latest v-Series technical apparel and footwear beginning with the African Cup of Nations 2008 qualifier home game against the Democratic Republic of Congo on 16 June 2007 and for the next several years through the 2010 FIFA World Cup in South Africa. While I’m not really a sports fan, I’ve been following Puma’s push to “increase its African footprint” by sponsoring the most African football teams by 2010. Having already signed deals with Ivory Coast, Ghana, Cameroon, Egypt, Tunisia, Senegal, Togo, Morocco, Mozambique, Angola and Botswana, Puma is already on it’s way to reaching that goal in the build-up to the 2008 African Cup of Nations in Ghana and 2010 World Cup in South Africa. As I reported previously, Puma began this journey last year by sponsoring the most African teams for the 2006 World Cup. Along with their sponsorship last year, Puma launched a targeted campaign in support of African football which included a huge press event with notable African personalities including Akon, a book “The African Game” by Nigerian photographer Andrew Dosunmu, a music CD, “Africa Plays On”, featuring music from various artists including Akon, John Legend, Amadou & Mariam, Cheikh Lô, and Daara J, and the related Puma Charity Collection. If last year’s campaign was an example, it looks like Puma be living up to its goal of pulling out all the big guns for the 2010 World Cup in South Africa. Now that’s what I call strategy.
“This association underlines PUMA’s commitment to African Football and specifically to the growth and development of Football in Namibia. We look forward to a long and mutually beneficial relationship with the NFA.†– Jochen Zeitz of PUMA AG
Converse (RED) Fall 2007; Africa’s NOT a country
The sneaker fiends over at Freshness have a thorough view of the upcoming Converse (RED) Fall 2007 collection. Converse has really used the RED opportunity as a new platform for their design and collaborative efforts which now include photographer Ricky Powell, and the Ramones. But one thing which really bothers me is that in her post on this collection, retrogurl writes a caption saying, “Many of the patterns and designs are inspired by African art work, the country PRODUCT (RED) benefits.” I don’t know whether the fact that retrogurl refers to Africa as a country reflects her own ignorance or Converse’s failure to properly communicate the theme behind the collection beyond the exciting designs. You would think that with all the effort that Converse is putting into the charity-based collection, the issue of whether the recipients of the charity reside in a country or on a continent would be clearly defined. I hope the AIDS issue is being pushed as hard as the search for new designs. Head over to Freshness for more images.
The business of a modeling career, Noella’s African style
A few weeks ago I was delighted to finally meet Noella Coursaris, a model who I had heard so much about. Noella really impressed me with the combination of her background (she was born in the Democratic Republic of Congo to a Congolese mother and Cypriot father and went to business school in Switzerland), her young age, and her work in launching the Georges Malaika Foundation, a foundation through which she will assist African girls in attending primary and secondary school. I have interacted with many models – and model wannabes – in the past but talking to Noella was a breath of fresh air. One thing that struck me about Noella was her determination and focus. While many models say they want to do more with their career, very few are able to organize themselves and make things happen. Though she was recently signed to the popular ID Model Management in NY, from looking at her body of work (Agent Provocateur, Chris Rock’s “I love My Wife”, Vibe Vixen, Cosmopolitan, Essence, GQ, and most recently the cover of Jambo and Harlem World magazines), you can tell that Noella is not one to sit around and wait for opportunities to fall in her lap. Speaking to Noella and Frederic about life, fashion and Africa, I got the same feeling I get when I speak to former model turned business woman extraordinaire Audrey Smaltz, another trailblazer in the fashion industry. Like Audrey, Noella seems to possess the ability to evaluate a situation, come up with a plan, and use her business acumen to make things happen; and it doesn’t hurt that Noella has a warm personality also. The September 2006 Model Inc. issue of Black Enterprise magazine profiled models like Tyra Banks, Iman, and Audrey Smaltz, who have used their focus, determination, talent, and keen business sense to turn the opportunities of an otherwise short career in a superficial industry into a successful business. And speaking to Noella you get the sense that she is taking a page out of their playbook to success. 
What makes it hard to succeed in the modeling industry is that ultimately you are being hired for your looks and unfortunately with that comes the assumption that all a model has to offer is her/his beauty. But if we look at the trait many of the most memorable models have, it’s being able to understand what each designer’s theme is and use your personality to sell that ideal to the world. And that takes a self-confidence and ability to empathize, that many models lack. I can see that Noella has what it takes to continue to have a long successful career. And by distinguishing herself as an African, though she does not have fashion’s stereotypical ultra dark skin, and extreme features, she, like Liya Kebede, introduces another image of an Africa to the fashion world. About her background Noella says “I am proud to be African, and proud to know where I come from. Africans have so much culture and values !!!”. Iman needs to get this girl on her “I Am African” campaign.
(photo courtesy: Luis Fernandez)
Chosan performs Blood Diamond from Bling is Dead
A few months ago some New York-based artists and arts organizations organized a concert to benefit Nah We Yone, a grassroots nonprofit organization that helps rebuild the shattered lives of refugees, asylees and asylum seekers from the African diaspora who have fled to the New York Metropolitan area due to ongoing political instability throughout the African continent. The title of the concert, “Bling & Blood”, set the tone for various African artists to voice their opinions about the effects of the blood diamond trade on the African continent. Here’s a video of Sierra Leonean hip-hop artist Chosan performing his song “Blood Diamond”, a song he penned as part of the Bling is Dead project. Thanks to director Dante Kaba for the footage.
Designers for Darfur event on Fashion Television
Here’s the Fashion Television feature of the Designers for Darfur event from the Fall 2007 New York Fashion Week. Designer Malcolm Harris (Mal Sirrah) and model Lydia Hearst did a great job of pulling the event together.
Maasai herdsman/model talks Gisele Bundchen, American Express, and maintaining maasai culture
<img id=”image289″ src=”http://annansi.com/blog/wp-content/uploads/2007/03/amex_red_ad.jpg” alt=”Amex RED ad” align=center”/>
In the news this week were features on the previously unknown Maasai herdsman who appeared with Brazilian supermodel Gisele Bundchen in this ad for American Express’ new card for the much-criticized RED campaign. Having seen the ad quite a few times in fashion magazines such as Vogue, I often wondered what the effect on the Maasai man had been. Here now, the Maasai herdsman is making news in multiple media outlets telling his story about his experience. What makes the story worth noting is that the herdsman, though having been paid $5000 for his efforts – an amount five times the annual wages in Kenya – has chosen to return to his life in his Maasai village. “To be honest all I was thinking about when I was with this woman was my cattle and goats,” Keseme Ole Parsapaet told The Associated Press, confessing to sleepless nights worrying about who was looking after his herd. Now that’s love for life and culture. How many of us would have taken the money and abandoned our simple lives.
“It is a good experience to work and make some money, but I believe people should be proud of their country… one should always return,”
– Keseme Ole Parsapaet
Minding my business
I know, I know I haven’t posted anything since Friday and surely there are new developments in the world of African fashion, entertainment, business, politics. But I’ve been running around trying to organize things for the re-launch of my clothing line, Annansi Clothing. Even-though I haven’t gotten the chance to express my views on Oprah’s problems with her new school and Anglina Jolie’s tears for Africa here as yet, I’ve been keeping up with the developments as best I can. I’m feeling organizational these days and the 65-degree weather in NY is getting me focused on getting my business ready. In the last few days I attended an apparel convention in Atlantic City, consulted with my friend, mentor, and fellow designer Arlinda (Sofistafunk Skirt Co.), and tried to track down my company’s features in The Source Magazine, T-World Journal, and my interview on WorldSpace’s Flava hip-hop show. I tell you, running your own clothing company is not as easy as it seems, and doing it all myself is definitely not the best way to proceed, that’s why I’ve resolved to get a team of interns. Over the years I’ve seen many designers get eaten up by the grind of running a clothing label by themselves, and I certainly don’t want to be a statistic. I think more than creating designs, and connecting with the many people who “get” the direction I’m trying to go in, many creative people neglect the business aspect. We are usually drawn to the fashion industry because of the “lights, camera, action” image of it, but the industry is highly complex and it takes a lot more than talent to grow in it. So while I love reading and writing about the goings on in the progressive African community, I think it is equally important to play an active role, and to do so my business must be intact. I never want to be that person who complains and criticizes others’ decisions without going through the process myself. And nothing shapes your perception more than walking in someone’s shoe’s to understand the reason they make certain decisions. Of course this speaks directly to outsiders’ criticism of Africans and African business as well. On that note take a look my new website and check out the March 2007 issue of The Source Magazine on newsstands for some information about my clothing line. Your comments, good or bad, will be greatly appreciated.