Author: Alex Eze

Social media is often described as free marketing. The logic is simple. Posting costs nothing, platforms are accessible, and reach is theoretically unlimited. For many African businesses operating with limited capital, this promise is especially attractive. Social media appears to offer visibility without financial risk. In reality, social media marketing…

Across Africa, social media has become the default interface between businesses and their audiences. Brands announce launches on Instagram, close sales in WhatsApp DMs, handle customer service in comments, and build trust through short form video. Yet despite this deep integration, many African businesses still approach social media as content…

Across Africa’s digital economy, visibility has become a form of power. To be seen online is to exist as a business, a creator, or a public voice. Social media platforms promise democratized access to attention, where anyone with a phone and an internet connection can reach an audience. In practice,…

Across Africa, fashion is often discussed as potential. In a few cases, however, it is being treated as practice. While no country has perfected a fashion-led industrial model, several have implemented policies that show what becomes possible when fashion is approached as an economic sector rather than a cultural accessory.…

In global fashion, archives are rarely treated as neutral repositories of the past. They function as economic infrastructure. Luxury houses leverage archives to authenticate provenance, defend intellectual property, anchor brand narratives, and justify valuation. Yet within African fashion, archives have historically been absent from commercial strategy, despite the continent possessing…

African fashion is no longer just culture on a runway. It is an economic force with demonstrable scale, clear value chain logic, and mounting global demand. The continent’s textile market today stands in the tens of billions, industry estimates put it at roughly $82 billion, and events across Africa show…

Innovation in African fashion is often associated with technology, new materials, or emerging business models. Yet some of the most transformative shifts on the continent are happening in places far more organic. In backrooms, shared studios, converted warehouses, and rooftops, fashion collectives and creative communities are rewriting the rules of…

For decades, the made-to-measure tradition has been one of Africa’s quiet superpowers. While the global North leaned into fast fashion and mass production, Africans relied on tailors, community experts who could turn vision into garment with a few measurements, a pattern book, and an industrial sewing machine humming in the…