Vivo Activewear CEO on the business of fashion post-COVID-19

Africa's fashion industry is poised for growth, with a market size of over a billion consumers presenting a promising niche for entrepreneurs to explore. Amid the disruptions caused by the COVID-19 pandemic, the fashion sector in Kenya experienced a notable shift towards local production. Wandia Gichuru, the Founder of Vivo Activewear, shared insights on the future of the clothing business in an exclusive interview with CNBC Africa's Fiona Muthoni. Gichuru highlighted the positive trend of emerging local brands that started designing and manufacturing products within the country due to disrupted supply chains. This shift not only showcased the potential of local talent but also reflected a growing interest among consumers to support and buy local products. The emphasis on buying local has been gaining momentum, signaling a shift in consumer behavior towards supporting homegrown brands. Vivo Activewear, known for its trendy and vibrant designs, has been at the forefront of this movement, expanding its presence beyond Kenya's borders. With a physical store in Rwanda, Vivo Activewear ventured into the international market, emphasizing the importance of providing customers with a personalized shopping experience. Gichuru acknowledged the need to tailor products for different markets, showcasing a commitment to understanding and meeting the diverse needs of consumers across different regions. She underscored the significance of engaging with local designers and influencers to co-create products that resonate with specific markets, a strategy that has contributed to Vivo Activewear's impressive growth trajectory. In 2022, the company reported a remarkable 70% increase in revenue, demonstrating the potential of the fashion industry to drive economic growth and create job opportunities. Gichuru emphasized the labor-intensive nature of the clothing manufacturing process, highlighting the sector's capacity to address unemployment challenges in the region. However, she also pointed out the importance of supportive policies and government interventions in fostering local businesses, citing Rwanda as a prime example of a country that has prioritized the fashion sector's growth. As the industry grapples with sustainability concerns, Gichuru outlined Vivo Activewear's efforts to minimize environmental impact through localized production and digital technologies. By producing smaller batches, the company reduces waste and ensures a more sustainable approach to fashion manufacturing. Looking ahead, Vivo Activewear is poised for further expansion within the East African community, with plans to explore markets in Uganda, Tanzania, and the Democratic Republic of Congo. Gichuru also expressed ambitions to showcase African fashion on a global stage, tapping into the diaspora market and building a brand that transcends continental boundaries. With a focus on collaboration and innovation, Vivo Activewear is set to play a key role in shaping the future of the African fashion industry and promoting homegrown talent on a global scale.