Tradition and innovation: how to innovate and transform the potential of crafts ? part 1

When discussing economic growth and development in Africa, the crafts sector that drive fashion, design and contemporary culture are rarely highlighted. Prosperity and development are generally viewed from a technological perspective, as evidenced by the considerable attention paid to digital projects and investments in the digitalization of services, ranging from telecommunications to fintech and medtech.

In this digital-focused perspective, crafts are often overlooked. They are not integrated into this vision of development and do not benefit from specific programs, adequate funding or in-depth training.

The focus is then on technology whereas crafts are neglected in discussions on economic development in Africa. This lack of support and recognition suffered by the craft sectors, despite their significant economic potential, is a major obstacle to the development of craft and creative sectors, which are mainly in the informal sector. However, they are as necessary as agriculture to lift rural areas out of poverty and the sudden exodus to the benefit of capital cities which offer tertiary sector jobs.

Economic independence: key to development

It is difficult to imagine a "developed" continent that would depend 90% on imports for its essential daily consumption needs such as clothing, furniture or healthcare. Doesn't the true development of a country imply, above all, a certain autonomy or even sovereignty in these vital areas?

Despite its level of connectivity, if the African continent depends on second-hand clothing from other countries to dress itself and massively imports wood-based products (while exporting its raw materials), it is difficult not to conclude that our development priorities are poorly defined. This situation highlights a fundamental imbalance in our approach to economic progress and self-sufficiency.

Countries highlight every day the paradox between apparent modernity (connectivity) and persistent economic dependence. It is therefore essential to rethink the continent's development strategies.

Artisan scuplting wood 

Economic specialization: a neglected concept?

It seems that the eminent African economists, responsible for developing government strategies, do not take enough account of Ricardo's theory of specialization. According to this theory, a country has every interest in specializing in the production of goods for which it has a comparative advantage over its trading partners. International trade thus allows each country to access a greater variety and quantity of goods. In this perspective, free trade appears to be an important factor in economic growth.

Before considering implementing such a strategy, it is important to take stock of its assets and know-how.

So I asked myself the question: can the craft sector constitute a comparative advantage for certain countries on the continent? And so I began to identify unique workshops that developed exceptional objects with a real signature. And what emerges from this inventory is that the sector can indeed constitute an important comparative advantage for many African countries because :

• Labor costs are competitive,

• Traditional know-how is unique

• The abundance of transformable raw materials

If we put these 3 reasons at the heart of the project to modernize crafts and then rely on technology as an accelerator, I am convinced that we can begin to capitalize on what can constitute an African advantage:

Cultural singularity: Handicrafts often embody the unique cultural identity of a country, which makes them difficult to reproduce elsewhere,

Labor intensity: Since crafts are generally labor-intensive, countries with a workforce can qualify them with professional training courses,

Growing demand: Global demand for authentic and sustainable products favors the craft sector, we can clearly see the excesses of the outrageous industry and its impact on the planet,

Added value: Crafts often add significant value to raw materials local, thus increasing export revenues

Craftsmanship and luxury

The global luxury sector has no other secrets than a long-term strategy. Indeed, Colbert's vision laid the foundations for an industry based on craftsmanship in France in the 17th century with royal factories, quality control policies, factory inspectors, the attraction of foreign talent, training through specialized schools, state support for public orders, subsidies and finally "French luxury" through the court of Versailles - a showcase for excellent French craftsmanship -. This vision gave rise to the current strategy of the major European houses and the financial institutions that own them:

✅ Promotion of know-how: Luxury houses highlight excellent craftsmanship, as shown by Hermès with its Foundation for the preservation of crafts,

✅ Alliance of tradition and innovation: Integration of modern technologies while respecting traditional craft techniques: technology here is a tool, not an end in itself

✅ Immersive customer experience: Creation of exclusive events and unique experiences to strengthen the emotional connection with the brand

✅ Sustainable commitment: Adoption of ethical and sustainable practices, from the choice of materials to production,

✅ Training of artisans: Initiatives such as the Campus Versailles to train the new generation of artisans, and the LVMH group's Maison des Métiers d'Excellence which will open its doors in 2025

✅ International influence: Promotion of "Made in France" as a symbol of artisanal excellence on a global scale.

Yes, these strategies are not miraculous, they just require mobilizing the means, the skills and defining a common agenda for the players in the sector.

African countries would do well to adopt strategies similar to those of France, Italy or Switzerland, to develop the artisanal sector, innovate and modernize the production tool.

By defining a strategy inspired by this approach, African countries could transform their rich artisanal heritage into a real comparative advantage on the international scene. This would not only preserve cultural traditions, but also create jobs, stimulate innovation and contribute to the sustainable economic development of the continent by transforming the abundant raw materials available there.