Gofash

Reimagining authentic African fashion

Gofash aimed to promote the adoption of locally inspired fashion items among urban East Africans. The project recommended best practices for e-commerce and operational strategies tailored to the regional market.

Outcome: The proposed feature changes on the client site were either fully or partially implemented. Additionally, clients now use customer insights as a secondary data source for ongoing research into East Africa's fashion industry.

My Role and Contribution

• Stakeholders: YALI RLC, Kenyatta University, Deloitte, Mastercard foundation, USAID
• Role: Research lead, Concept Development, UI design
• Duration: 3 months (2017)
• Tools: Photoshop, Aftereffect, Illustrator, InDesign, Miro, Communication & productivity tools

Background

In many East African countries, traditional attire, once a symbol of societal values, is rapidly disappearing. Historically, fashion served as an expression of culture, beliefs, and social status. Today, however, many view authentic traditional clothing as outdated. This shift presents challenges for local fashion brands that have specialized in traditional garments for generations.

For these small businesses, attracting new customers, managing supply, and meeting user needs while competing in a highly monopolized market are significant hurdles. As a result, many local fashion brands are either shrinking or disappearing from the market.

Challenge

How can we promote the adoption of locally inspired fashion items among urban East Africans?

Strategy

This project began in collaboration with a Nairobi-based eco-friendly startup aiming to enhance its e-commerce presence across Kenya and East Africa. The company is dedicated to blending authentic fashion products with a strong local identity.

The project had two strategic design objectives: first, to improve the efficiency of manufacturers and suppliers in meeting production goals, and second, to influence how urban East Africans perceive and engage with locally inspired apparel and styles. The focus of this case study is on the second strategy.

Process

Business Research

Before starting user research, I conducted a field study with a team of five. We visited the company’s headquarters to observe the entire manufacturing and dispatch process. During this visit, I engaged with the founder, designers, and business leaders through semi-structured interviews, and I closely observed the end-to-end production process while taking detailed notes.

These activities provided us with valuable insights into the company’s vision, product offerings, customer segments, design approach, revenue streams, marketing strategies, and unique selling points. Based on the data collected, my team and I developed the following business affinity map.

User Interview

The primary objective of the research was to gather user data on fashion preferences and understand why traditional outfits are often seen as inconvenient by some users.

Before conducting user interviews, I reviewed secondary research sources but found limited industry data. Consequently, we focused on gathering demographic information, which provided insights for planning the next phase of research.

Insight

• In 2017, East Africa had a population of approximately 414,466,914, with 26.5% (about 110,357,119) residing in urban areas. Of this population, 60% were between the ages of 15 and 35, totaling 66,214,271. Around 33,000,000 people owned smartphones, but only 7,000,000 engaged in online transactions.

We conducted 150 interviews across the DRC, Ethiopia, Kenya, Rwanda, and Uganda, with 30 participants from each country. Participants were selected based on age, occupation, income, and cultural background.

This approach allowed us to engage a diverse group of candidates. The interviews, each lasting between 30 and 45 minutes, were conducted over a month by a team of five interviewers. I coordinated remote weekly syncs and wrote reports for the project.

The interviews were structured in three parts: the first explored participants' personal fashion preferences, daily routines, brand choices, and methods of accessing fashion items; the second examined the influence of culture on their tastes, meanings, perceptions, and experiences with locally inspired fashion; and the final segment sought to identify new opportunities.

What did we learn from the research?

For one month, our team of five conducted interviews across five different countries. Despite challenges such as network issues and time zone differences, we successfully completed the research. I facilitated the creation of the affinity diagram, empathy map, and personas, and managed the aggregation and synthesis of research findings. From this, we identified five key findings, revealing significant opportunities to address business challenges.

Participants noted that current designs lack distinctiveness and suggested that incorporating various African design patterns could help businesses stand out in the fashion industry.

“...they all look the same, and I don’t see my culture in them,” said a participant from Kenya.

Participants also found local fashion items to be expensive, indicating that businesses need to develop additional revenue streams to offset production costs.

“…I’d rather buy two pairs of jeans with the money I spent on traditional clothes,” said a participant from Uganda.

Concerns were raised about the quality of materials, with participants noting that the fabrics are often low quality and delicate. Businesses should focus on using more durable materials.

“…I’d buy them, but they won’t last long,” said a participant from Ethiopia.

Participants struggled with the lack of customization options, suggesting that businesses should offer products that can be tailored to individual styles and needs.

“…I don’t wear them because they are too colorful and they don’t fit my style,” said a participant from Rwanda.

Finally, participants mentioned difficulties in finding products online, highlighting the need for businesses to enhance their online presence.

“…I couldn’t find them online,” said a participant from Kenya.

Design Principles

Following the insights, we drafted six design principles that guided the design effort.

Ideation

Over the course of three weeks, we engaged in brainstorming, sketching, and developing design solutions collaboratively. Our team explored various features, and I primarily focused on three key areas: Customization, Integration of Messaging and Financial Apps, and Price Negotiation.

Customization

Most East African fashion items share a distinctive characteristic: their unique look. Unlike mass-produced items, local fashion producers often customize designs based on either the designer’s vision or the customer’s preferences. This personalization is a key reason why customers favor local fashion over Western goods. To maintain customer satisfaction when transitioning to digital platforms, it is essential to preserve this unique trait.

Integrating Messaging & Financial Apps

In developing countries, technology preferences often differ significantly from those in the Western world. Local platforms, such as mobile banking apps like MPesa and MBirr, are widely used due to their adaptability and effectiveness in areas with limited internet connectivity. Additionally, less popular messaging apps are favored for their versatility and performance on lower-end devices. Fashion brands that overlook these platforms miss a crucial opportunity to connect with their audience effectively.

Negotiable Price

This might sound unconventional, but hear me out. In Africa, bargaining is deeply ingrained in the culture and is a common practice in transactions. People take pleasure in securing discounts through negotiation, whether small or substantial. I recall spending entire days shopping with my mother as a child, where negotiating prices was a significant part of the process. To align with this cultural norm, it's essential to incorporate a negotiation feature into the digital experience.

Summary

The Gofash project aimed to increase the adoption of locally inspired fashion items in the East African marketplace. Focused on enhancing the e-commerce experience, the project involved recommending best practices and operational strategies tailored to the region's unique market dynamics. Key initiatives included improving user engagement through culturally relevant design, integrating features for better customization, and leveraging local technology preferences. The proposed changes were adopted partially or fully, resulting in enhanced user experience and engagement. The client now utilizes customer insights as a secondary data source for continued exploration and understanding of the East African fashion industry.