It is a tough retail environment for retailers globally, and African fashion retailers are no exception. With technological innovation and changing consumer tastes and behavior, the critical question is how will fashion brands, especially African owned brands, survive these difficult times? We believe AFI Privé has answered that question with the relaunch of its brand and a debut of a collection titled ‘Under the African Sun.’
“Fashion is a language that creates itself in clothes to interpret reality,” explains the label in a Facebook message. “Inspiration for our collection titled “Under the African Sun” came mainly from women coming together, love for the land and the harsh landscapes and we aimed to turn that into something feminine and elegant for women going places.”
Indeed AFI Prive answers our question so eloquently. It is about making great clothes, being innovative, clearly identifying their target audience, being accessible, having reasonable price points, and staying connected and very responsive to these amazing fashion fans. We think AFI Privé has nailed it on all fronts and has delivered a collection that indeed “celebrates women coming together,” and “unity through uniqueness and diversity.” A diversity that encompasses all of the key elements of moving forward despite a difficult retail climate. Très bien.
Visit https://www.facebook.com/afiprive/ for more information and where to shop the collection.