Africa Fashion Guide
A social enterprise promoting sustainability within Africa's fashion and textile industry.


March 1st, 2020

SOURCE NIGERIA – Fashion Made in Nigeria – A five-week guide


I have mentioned on many occasions that there are three major questions that I get asked all the time and why I started my business. But let me share the two major questions I get asked repeatedly as an African Fashion Business Coach. They are

Which country should I set up my fashion business?
AND Where can I source XYZ in Africa?

And this is why I am doing a five-part newsletter for those on my newsletter list (if you’re not registered then do register at the subscribe button on the home page of


So every week for the next five weeks I will highlight the opportunity of Nigeria as a potential location to set up your Fashion Made in Africa business. Do get subscribed to receive the full five part series.

In regards to those two major questions this month I am opening up our F.A.S.T Nigeria trip. The registration page will open next week and a deposit of 197GBP will secure your spot on the trip happening this October/November. Total fee will be 1997GBP, but there will be a heavy discount for those who pay in full! Reply to to request details for this.

Either way, one of the immediate ways for myself and the AFG team to help YOU the fashion business owner, with your sourcing strategies in Africa is to give you relevant industry information so you can be equipped. I have recognised from personal, on the ground field research, from setting up my own business in Africa and from speaking with relevant industry bodies, that Nigeria is a GO TO hub for African fashion and is becoming very attractive for retailers and also to source from and produce in.

So let’s go IN and let me break it down for you.

Garment factory in Nigeria


Why is NIGERIA a great opportunity right now?

Firstly the country of Nigeria  has an authoritative position in the fashion industry with style and design shows taking precedence on the continent and drawing in international press, Nigeria has established itself as the home to African fashion style season after season – quickly followed by South Africa, Ghana and Kenya to name a few.

In agreement with British Council and Harvard Next Generation Report (printed 10 years ago and still relevant for today) Nigeria stands on the threshold of what could be the greatest transformation in its history. By 2030, it will be one of the few countries in the world that has young workers in plentiful supply. Youth, not oil, will be the country’s most valuable resource in the twenty-first century. By 2030, it will have an additional 68 million people, and will add a further 63 million by 2050 making it the fifth most populous nation in the world after India, China, the United States, and Pakistan As a result, Nigeria will have a considerable, and growing, global influence.

In the worst case, Nigeria will see: growing numbers of restless young people frustrated by lack of opportunity; increased competition for jobs, land, natural resources, and political patronage; cities that are increasingly unable to cope with the pressures placed on them; ethnic and religious conflict and radicalisation; and a political system discredited by its failure to improve lives.


On a future opportunity perspective, research organisation Mckinsey and co believe that the next chapter of emerging middle class growth will be in the retail sector. Fueled by a new generation of Nigerian consumers, wholesale and retail sales are already the third largest contributors to Nigeria’s GDP, contributing 16% to the total, albeit mostly through informal markets.

One of Africa’s major attractions in recent times is the rise in consumption on the continent. Once thought to be the laggard, the tide has turned significantly in the last decade as Africa continues to establish itself as ‘the new retail frontier

Formal retail chains have a significant opportunity to capture the growth in this market.

Image result for alara nigeria

image Alara

Three key factors have led to this conclusion:

  • Nigeria’s GDP is growing – real GDP is expected to hit $294 billion in 2020, up from $178 billion since 2012.
  • The country’s middle class is at scale – In Nigeria, which is known as “the giant of Africa” in part because one out of every four Africans is Nigerian
  • The retail opportunity has been captured elsewhere so has small room for growth whereas the African consumer is a new target market for retail stores

Now this email is to lay the foundation for you. There is a retail opportunity in Nigeria that I will go into further plus a large market of customers and labour. On top of that I have seen multiple new manufactures set up and many more that I will now be sourcing from for my 121 clients. You can get to meet them on our Nigeria Fashion Africa Sourcing Trip planned for October.

If you are spontaneous and serious about setting up in Africa then get in touch right away to join us!

Do Subscribe now so you receive next Sunday part two of my five-part guide to why you could set up your sourcing for your fashion made in Africa business in Nigeria. We will cover garment production, printed textiles and cotton, leather products, retail.

If you like this so far do tell your fashion entrepreneur friends to get access to and not miss out on our March month of Source Sundays. They can register at the subscribe button at


Lastly..before I forget , last year I had closed our 4000+ strong group on facebook and have now opened my new Facebook group African Fashion Entrepreneurs with a new focus and new weekly live trainings and am inviting you to get social with me and many others already in the group by joining us there. I would love to get to know your further so do hit the image for quick access.

  • Tuesday’s at 7pm I bring my series called “#FashionInFIVE” Facebook Live where I bring you weekly updates on key topics happening in Africa’s fashion industry from textiles, to fashion shows to business insights and more.

  • Every Wednesday at 7pm GMT/UK Every I bring in the group only Winning Wednesdays specific trainings to help you win in your African fashion business in 2020
  • And Fridays I will share my Fashion Business Friday tips with you.

See you there!

With love from Africa
Jacqueline Shaw

Your African Fashion Business Coach
Founding Director – Africa Fashion Guide Ltd




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