Let’s be clear: “Made in Africa” is an origin story, not a positioning strategy. The real work is in what happens next, living and articulating a promise for those you are uniquely positioned to serve. Brands who suceed do so, not because they are African, or made in Africa but because they dare to make relevance, listening, and deep value central to everything they do.

The September-October fashion season represents more than just trend showcasing—it's a masterclass in how pricing strategy enables brand evolution. Creative brands that approach these opportunities with well-structured, market-informed pricing strategies will find themselves better equipped to navigate the complex dynamics of modern fashion commerce, whether they're showcasing in Paris showrooms or trading within the African continent.

Success lies not in choosing between wholesale and retail, but in building pricing architectures that enhance both channels while staying true to your brand's creative vision and commercial objectives.

Mrs. Adenike Ogunlesi's journey offers profound insights for Africa's creative industries. Her transformation from frustrated consumer to continental industry leader demonstrates that authentic African businesses can achieve international standards while creating substantial employment, developing local skills, and influencing policy frameworks.

The Création Botswana experience, by uniting talents, mentors, and institutions around a shared vision, demonstrates the possibility of moving beyond individualism to build a resilient, inclusive, and innovative ecosystem. Sustainability in Africa is plural: it is rooted in heritage, fueled by innovation, and embodied by social and economic impact. The testimonies of industry leaders remind us that a brand’s strength lies not only in its aesthetic or market appeal, but also in the depth of its story, management rigor, and community commitment.

Christie Brown’s experience shows that investing in fashion can no longer be limited to mentoring programs that aim to turn creatives into CEOs without equipping them with strategic skills in marketing, distribution, and financial management. It also demonstrates the value of innovation: reinterpreting tradition, adapting to the times, developing an omnichannel sales strategy, forging strategic collaborations, and placing sustainability and craftsmanship at the heart of customer loyalty. Christie Brown is a model of sustainable African success, built on cultural authenticity, local production, solid governance, and a multichannel distribution strategy, despite major operational challenges and the absence of significant external funding.

In African markets, a garment, a beauty product, a design object, or a lifestyle article made locally often costs more than a product imported from China, Turkey, or Europe. This reality is not accidental, but the result of an economic system struggling to find its balance or specialization.

The end of AGOA would mark a major turning point for African countries that have structured their textile industries around exports to the United States. The strategies adopted by Rwanda, Kenya, Benin, and Lesotho offer valuable lessons on resilience and vulnerabilities in this scenario.

While African countries, individually, regionally, or on a pan-African scale, are still struggling to adjust their policies and recalibrate their strategies to effectively protect their domestic market, it is crucial to act quickly at the business level. Pending a coordinated and effective response from governments, it is imperative to propose concrete strategies to strengthen the resilience of local brands and reposition them distinctively in the market.