How to face Shein in Africa
The challenge and opportunity for African Creative Economy in the Era of Ultra-Fast Fashion
The arrival of Shein in the African market represents a major challenge for local creative industries, which must adapt quickly to remain competitive. This arrival may also herald that of Temu. It's important to note that Shein & Temu operate primarily online, with a strong presence on mobile apps and e-commerce platforms. The company seems to be adopting a gradual expansion strategy on the African continent, focusing on markets where internet access and smartphone use are widespread, such as South Africa or Nigeria.
Why Shein presence in Africa is not ideal for local creative economy ?
It's crucial to keep in mind that Shein is a Chinese giant of ultra-fast fashion, dominating the global market with its "real-time fashion" model. The company launches 500 to 2000 new items daily, primarily targeting Generation Z with very low prices. Its strategy relies on an agile supply chain, real-time data analysis, and intensive digital marketing, particularly via social media and micro-influencers.
Shein poses a significant threat to local industries, especially in Africa. Its arrival threatens jobs in the textile sector, compromises environmental sustainability, and puts pressure on small businesses unable to compete with its prices. Moreover, Shein is accused of unethical practices, including questionable working conditions and production generating significant textile waste and CO2 emissions, with an offer extending beyond fashion to include beauty and small equipment to improve daily life, SheIn in Africa is a devastating revolution.
Challenging times demand better strategies
Over the last decade, Africa has seen significant evolution in local creation, stimulated by various incentive measures. Some countries have banned the import of second-hand clothing to protect their nascent textile industries. Others, like Benin, have invested massively in local transformation and the creation of a solid economic fabric. Benin, for example, has launched ambitious initiatives such as the Glo-Djigbé Industrial Zone (GDIZ), aimed at transforming raw cotton into finished textile products. This approach creates jobs and increases local added value.
Given these successes, African countries should continue this momentum. A possible solution would be the adoption of intelligent protectionism, finely calibrated to protect nascent industries without harming consumers. This approach would stimulate local production, diversify economies, and strengthen resilience to external shocks.
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 adopt concrete strategies to strengthen the resilience of local brands and reposition them distinctively in the market.
5 strategies for local brands to face Shein in Africa
These five strategies aim to strengthen the capacity of African companies to face international competition, particularly from giants like Shein, while capitalizing on their unique assets. The goal is to create an ecosystem of strong brands, capable of resisting external pressures and thriving in an increasingly competitive environment.
"When they go low, we go high." - Michelle Obama
Here are proposals to help African brands stand out and strengthen their market position:
Strengthening cultural identity
African cultural identity is an invaluable asset in the face of globalization. By highlighting their unique heritage, African brands can clearly differentiate themselves from fast fashion giants. This strategy not only creates unique and attractive products but also responds to a growing demand for authenticity and cultural connection.
Key actions:
- Collaborate with local artisans to integrate traditional techniques into modern designs
- Develop collections inspired by African history and mythologies
- Create marketing campaigns showcasing African cultural richness
2. Strongly adopting digital technologies
In an increasingly connected world, adopting digital technologies is crucial for the competitiveness of African brands. This strategy optimizes operations, improves customer experience, and extends the reach of brands well beyond national borders.
Key actions:
- Invest in robust e-commerce platforms and user-friendly mobile applications
- Use artificial intelligence for trend analysis and product personalization
- Leverage social media for targeted marketing and increased customer engagement
3. Developing sustainable models
Sustainability has become a major issue in the fashion industry. African brands have the opportunity to position themselves as leaders in ethical and ecological practices, thus responding to a growing consumer demand for responsible products.
Key actions:
- Adopt ecological materials and low environmental impact production processes
- Implement traceability systems to ensure supply chain transparency
- Develop clothing recycling and upcycling programs
4. Collaborating and gaining institutional support
Collaboration between industry players and institutional support are essential to create a robust ecosystem capable of withstanding international competition. This approach allows for resource pooling, knowledge sharing, and creating a unified voice to defend industry interests.
Key actions:
- Create professional associations to represent industry interests to governments
- Establish partnerships between brands to share production and distribution costs
- Collaborate with educational institutions to develop training programs tailored to industry needs
5. Training and skill enhancement
Investing in human capital is crucial for the future of the African creative industry. By strengthening the skills of industry professionals, brands can improve their productivity, creativity, and ability to innovate, essential to remain competitive in the global market.
Key actions:
- Implement mentoring programs between experienced designers and young talents
- Organize regular workshops on new technologies and production techniques
- Develop partnerships with international fashion schools for knowledge exchange
These strategies and tactics offer African brands a solid framework to strengthen their market position and face international competition, particularly from giants like Shein. By combining cultural identity reinforcement, digital technology adoption, sustainable model development, institutional collaboration, and continuous training, African brands can create a unique competitive advantage.
The key to success lies in the coherent and simultaneous implementation of these approaches. By capitalizing on their cultural heritage while embracing innovation, African brands can offer authentic, quality products that meet the expectations of an increasingly conscious and demanding clientele.
However, these efforts must be supported by favorable government policies and continued private sector engagement. By working together, actors in the African creative industry can not only survive global competition but also thrive and become leaders in their respective fields, thus contributing to the economic and cultural development of the continent.
What can consumers do ?
Consumers of Shein products and other fast fashion brands are exposed to considerable, often unknown health and environmental risks. Recent tests have revealed an alarming presence of toxic substances in many items, particularly those intended for children. These products frequently contain hydrocarbon derivatives, endocrine disruptors, and heavy metals, which can have long-term adverse effects on health.
Moreover, textile waste management poses a major problem, particularly illustrated by the situation in Ghana. This country, which has become the "open-air dump" for Western fashion, receives allegedly 15 million used garments every week, 40% of which end up as waste. This massive accumulation pollutes the environment, contaminates waterways, and threatens marine ecosystems. The lack of strict regulation and consumer awareness exacerbates these problems, which risk becoming real public health issues in the years to come.
In conclusion, consumers play a crucial role in shaping the future of creative economy in Africa. To support local industries and promote sustainable practices, consumers can:
1. Prioritize purchasing from local African brands
2. Research the origin and production methods of clothing before buying
3. Opt for quality over quantity, investing in durable pieces
4. Support brands that embrace cultural heritage and sustainable practices
5. Participate in clothing swap events or buy second-hand from local markets
6. Educate themselves about the environmental and health impacts of fast fashion
7. Advocate for stricter regulations on clothing imports and toxic chemicals
8. Engage with brands on social media, demanding transparency and ethical practices
By making conscious choices, consumers can contribute to the growth of Africa's creative industries and promote a more sustainable fashion ecosystem.