Johannesburg - Buying and wearing locally designed and manufactured fashion should not be a “pity party”, or an attempt to force consumers to buy garments just because they are “local”.
The purchase of a local fashion product should be an almost unconscious decision that occurs when customers see merchandise that they love, and feel a strong urge to buy.
Yes, we have had many international retail brands and stores finding a home in local retail space; but as an industry, we have the advantage of intimate knowledge of local consumers and markets.
We should be delighting shoppers with on-trend products, at the right price, in the correct fabric, with trims and quality to match these amazing designs.
This article was originally published on Independent Media’s World of Work website. To read the full story, please click here.