Adiree Aids In Developing African Brands & Design in Ethiopia
NEW YORK, NY – April – Adiree hired by the USAID, heads to Ethiopia to aid in developing African brands in design. Ethiopia has a rich cultural heritage and the propensity to produce products with a modern twist that appeals to the global fashion industry at home and increasingly abroad. Thus, fashion design is one of the most vital sectors to develop in Ethiopia, especially for small businesses, entrepreneurs, and women. Not to mention minimum start-up costs, absence of big chain stores, and customer demand for traditional, quality produced garments make it a fertile ground for entrepreneurs to grow. We are also certain that Africa will be put on the map as a sourcing destination for the world’s apparel demands. READ THE RESULTS HERE:
- PDF : http://company.adiree.com/wp-content/uploads/2013/10/ADIREE-USAID-ADIAT-DISU-AFRICAN-FASHION-DEVELOPMENT.pdf
- Portfolio : http://company.adiree.com/portfolio_page/adiree-client-usaid-east-trade-hub-africa-fashion-consultant-adiat-disu-new-york-fashion-industry/
The challenges in Africa: Africa happens to lack sufficient infrastructure which is highly needed for making any business profitable. Investors, government organizations, and are currently working hard to expand textile exports and plans to achieve US$ 1 billon. Ethiopia’s Earnings from textile exporting have already been growing over the pass few months. It is very possible by the end of their current five-year industrial development strategy they will achieve their US$ 1 billion in textile exports.
The challenges in Ethiopia: Ethiopia is struggling with the most basic of necessities—water, stable internet services–mainly due high political tensions. There are very few if any Ethiopian institutions teaching 3-4 year design courses. Another problem in the international arena is conducting sales transactions. Banking restrictions mean there are no foreign banks in Ethiopia, and international customers are often suspicious of paying into African accounts, Ms Fikirte says.
Regardless of the seemingly never-ending conflict, crisis and confusion that grasp the nations of Africa, there are always inspirational individuals that demonstrate exceeding potential and unity, washing away stigma and bringing forth a fresh burst of inspiration.
The opportunities: Global investors know that it is time to start learning about Africa. Adiree represents a powerful trend in social entrepreneurship and empowerment and is helping to make Africa the new frontier for business.
The experts: Adiree took the time to create an event that showcases African brands and design while bridging markets, catering to and developing creative-entrepreneurs. Africa Fashion Week (www.AfricaFashionWeek.com), is a trade and development platform, with an appended series of hosted events in fashion capitals. The platform includes educational classes, marketing and promotional efforts, retail and sales opportunities (through pop up installments) for Africa’s emerging brands to compete internationally. The platform provides government agencies and programs the opportunity to develop African brands and entrepreneurs in design, media, entertainment, and more.
The work: For two years June 14, 2012 through April 28, 2013, Adiree worked with the USAID to develop East Africa’s design talents.USAID and Adirée, created opportunities for African designers to raise awareness about their brands and become more competitive in the international marketplace. Invited as an ambassador, consultant and guess judge, Adiat Disu hosted workshops in Ethiopia and New York; created communications marketing installments, and brand strategies; and was able to participate in a series of fashion shows and developmental workshops in Ethiopia.
To raise awareness about their brands and become more competitive in the international marketplace, USAID and Adirée, created opportunities for African designers working with Ethiopian designers like Fikirte Addisu and Mafi—a streetwise, sassy collection of urban sportswear collection.
Their designs made solely from handmade Ethiopian traditional fabrics, competed and won a series of design competitions on the continent, . With these accomplishment, USAID and Adiree supported their showcases (2010, 2011 and 2012); marketing and promotional efforts; and brand development.
Fikirte and Mafi did not only gain international opportunities, but are shinning examples of how creativity allows African women to showcase economic empowerment, goals the African Federation of Women Entrepreneurs, Ethiopian Women Entrepreneurs Association, Global Women Entrepreneurs Trade Fair and Investment Forums share.
Our Approach: Under the auspice of Adiat Disu (Founder), we believe international integration is key to fostering development of Africa’s brands and increasing the competitiveness of African products globally. What Africa’s entrepreneurs and startups (in fashion and other sectors) need are credible global partners. While local doers and innovators create regional solutions, we believe in solidifying ourselves as a credible and global partner.
We create international partnerships and global retail platforms, relevant and empowering to fashion designers from Africa and US retailers who think sustainability is the future. Africa Fashion Week, New York was created to expose growing retail brands in Africa, to international standards and consumers. In addition to this, we love helping US and international retailers a safe and creative platform to secure design partnerships and tap into Africa’s creatives.
In alignment with United Nations Sustainability Developmental Goals, Adiree and partners aim to establish a union, via our global platform, the New York edition of Africa Fashion Week . The aim of this union is to build sustainable businesses in fashion and for creative professionals from Africa. Using Africa Fashion Week (New York edition), we source and establish relationships with US fashion houses. Afterall, who doesn’t want to have social impact?
Our platform allows partners to begin building budding relationships with retailers, distributers , fashion influencers , and Adiree.