‘Local fashion made global,‘ it does exactly as said on the label and more… SHF catches up with Dolapo Shobanjo, the brains behind myasho.com Africa’s answer to Net-a-Porter.
Tell us a little bit about myasho.com.
Getting access to African designers has always been a challenge – for both Africans and non-Africans. There was never one shop where you could go to find pieces from your favourite African designers. As an African in the UK, you always had to ask someone back home to go to a specific flagship store if you wanted particular items.
We launched myasho.com to address this problem and provide global access to popular African designers. The initial idea was formed in 2008, whilst watching coverage of fashion show which had taken place in Lagos, Nigeria on TV in the UK. There was a particular dress which I loved, but had no idea how to purchase it. I remember telling my German friend about it and she was astonished to discover that hardly any of the designers had websites or readily available contact information, and somehow from that I came up with a concept of My Asho.
From there, I basically got a team together and we immediately began researching the industry. Luckily, ARISE magazine were launching around that same time, and we were able to witness the response to the This Day/ARISE music and fashion festivals and also the African Fashion Collective at NY fashion week 2009, which was motivating and validated our work. We were determined that myasho.com would be a site that truly benefitted both the designers and customers, providing designers with a platform to distribute their products and giving customers easy access to view and purchase designer collections.
Inspiration for starting an e – retail portal? Why e-retail?
More recently with the global economic crisis, online fashion shopping has become more popular, and women in particular have shown a tendency to start buying into brands they are not familiar with. Higher speed broadband, convenience of home delivery, lower costs (due to lower overhead costs), and the availability of the World Wide Web to the global customer, made e-tailing an appealing option.
The commercial viability of e retail globally has been proven by Net-a-Porter (now owned by Richemont) with Natalie Massenet at the helm… Can a feat of the same magnitude be achievable in the Nigerian Fashion Industry?
That’s hard to say. Net-a-Porter is very different because it deals with more mature, more established designer brands – so Richemont purchasing the company wasn’t so much of a risk. It was a natural progression. Our brands are still growing in the African market, and there is still a long way to go yet. But yes, I believe with time, a feat of the same or even higher magnitude can be achievable in the AFRICAN fashion industry.
Describe the myasho.com customer?
The typical myasho.com woman is 18-45 yrs old – keen on fashion but uninspired by the high street. She’d be drawn to boutiques rather than the big chains, yet would probably struggle with the high prices that small shops need to charge to cover their fixed costs.
She is looking for a one-stop-shop where she can purchase the right outfit for every occasion. Whether she needs funky, glamorous or just casual – the common denominator is that she gets class, quality and individuality.
SHF has watched the number of lables/design houses grow on myasho.com. What is myasho’s criteria for stocking a label?
We look for high-quality design and we place a huge emphasis on the finishing of the garments. When sourcing designers, we look for people who have invested in the industry and who take their designs seriously. We look for designers who have experience working in the industry like Tsemaye Binitie, who worked for Burberry, Nike Akinola who worked with Alice Temperley and who now design full time for their own labels. We also look at brands like Tiffany Amber, Jewel by Lisa and Lalesso who operate ethical production factories and create employment across Africa.
Is there a team, panel or advisory body that decided this or is it soley a one man’s vision?
We do have a Purchasing Team who decide on items that should be stocked on the site. They examine factors such as cost, quality of design, saleability etc.
What quality control measures are in place to ensure that every piece sold on the website can pass the standard quality control test?
Our Purchasing team is very particular about the quality of the pieces sold on the site. Most of our customers are Western shoppers, and are used to high quality products. It is therefore in our best interest to ensure the quality of our products is comparable to similarly priced Western items. Also, as we are a UK registered company, we are required by law to adhere to certain trading regulations. For example, if customers are unhappy with the quality of their products, we will offer a refund.
What is your view on the Nigerian fashion retail industry?
I think the Fashion industry in Africa in general is still very young. However, it has tremendous growth potential especially if a proper growth strategy is implemented. Across the world, sustainable and ethical fashion is becoming more mainstream, and I believe Africa can certainly capitalise on this. South Africa is definitely leading the way in terms of growing its fashion industry. Nigeria is a bit further behind, but I definitely feel a buzz. Change could be very imminent – people are taking notice, someone just has to bite the bullet. It’s an interesting time.
If you had the power to do something for the industry, what would you do?
I feel I am doing something for the industry. If myasho.com continues to grow, that could definitely impact the industry. If there is a proven demand for Africa made products, then we could see significant change. More production outlets, lower prices etc. I mean, the designers need investors so they can expand their markets and production capabilities. Myasho.com is one way to attract that.
How do you think myasho.com ranks in an undefined retail environment like Nigeria?
I don’t think you can really rank it. I just see it is as a step in the right direction.
Do you have a pricing policy? What’s the cost of the cheapest piece and the most expensive piece? What are they?
Believe it or not, we try to keep our prices as low as possible. We have a wide range of products to suit all budgets. So, for example you can shop in My Asho Market for lower priced pieces.
Some of our designer pieces may seem expensive, but when you factor in costs of fabrics, time taken to make the products, freight costs, taxes etc. It adds up. This is a frustrating point sometimes, because we get a lot of criticism on our pricing, but people don’t actually understand what goes into manufacturing garments. They go to H&M and see low prices and think everyone produces 100,000 pieces for cheap in China. To create a sustainable African fashion industry, replicating this China model just won’t work. A Jewel by Lisa piece for example can take upwards of 100 hours to produce. How much do you want her to pay her tailors if you’re saying her prices are too high?
I do understand that people just can’t afford to spend so much, so we do offer regular promo codes on our Facebook page and in our monthly newsletter.
How has your approach changed to fashion since you launched myasho.com?
Well, this industry is very new to me. I have never really taken much interest in fashion. I was just a science geek going about my business and was actually still at school when I set up the site. I am definitely still learning as I go along, and luckily I am surrounded by fashionistas who are training me very quickly. I am in awe of the fashion industry.
Myasho.com recently turned 1 – what challenges have you faced? How have you dealt with them?
It has been a tough year, but it’s amazing to have come so far. Our main challenge is spreading the word and making people aware of our brand. Most of the people that shop with us are pleasantly surprised when they receive their items that they end up telling all their friends about us, so word of mouth has really helped. Also, websites such as SHF do a great job in keeping people informed about what we do. So thank you!
Where do you see myasho.com in the next 10 years?
I would love to have retail outlets across the world. I think that’s definitely possible.
Where do you see Nigerian fashion retail in the next 10 years?
Ooooh, hopefully a lot more developed. It’s be nice to have more retail outlets which aren’t so expensive to run. I don’t know to be honest. It’s sometimes hard to tell with Nigeria. But I just watched the football so I’m a bit pessimistic.
As part of myasho.com‘s birthday celebration, every customer gets 10% off all market items. Use PROMO CODE “MY ASHO MARKET’.
SHF credits myasho.com.
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