How Online Stores are Destroying our Business — Indah-Gani Fashion Boss

Fashion is not just a means of clothing your body, it is the essence of personality and beliefs. Designers are well aware of the power they hold. Designers and designs for the season are much more appreciated at this time of the year; yes, it is the season of Christmas.

In Nigeria today, fashion has taken over just as the world has become a world of fashion. Fashion designers, referred to in popular parlance as Tailors, are not to be left behind.

In time past people depended on fashion designers for their festive wears; and in seasons like christmas Tailors and their machines were usually very busy. This trajectory has since changed in some sense; now, a number of people prefer buying already made imported fabrics.

Thinking through designs is creative and inspiring, but the new revolution of technology has threatened fashion. The growth of online sales has decreased the traditional way of patronising fashion.

Customers now use mobile phones to discover which stores are nearby to shop and purchase already made wears. This has become more competitive, especially for local fashion designers and new fashion entrepreneurs. Customers now have more choices than before when the traditional physical stores served their needs. This development in no way derogates from the creative juices of the traditional fashion designers who research fashion trends, create all clothing and accessories, cut patterns, choose colours and supervise the final execution of their designs. They set the trend for fashionistas attention locally and globally.

Ismail Abdulganiu, aka ‘’Indah-Gani Fashion design’’ who is based at Igarra Akoko-Edo and has been into the fashion industry for upwards of 15 years says that when it comes to seasons like Christmas, sewing business becomes a lot easier and rewarding for him because even without Christmas celebration, the people of Igarra and it’s environs have reasons to sew fabrics due to series of celebrations such as wedding and burials. Because of the tradition to give the dead a befitting burial, such ceremonies are carried out quite often here and it is the tradition for relations and close associates of the dead to buy a uniform fabric that will be sewn and worn by all who share in the family loss or celebration.

As a matter of fact, the bulk of customers for traditional fashion designers are the elderly people. This is because some youths really don’t show interest in cutting and sewing of fabrics. To them it is preferable to order for already made fabrics online.

Abdulganiyu got involved in the world of fashion as far back as 2008. Sharing his experience thus far, he says ” I gained freedom from apprenticeship in the year 2021 in Okene, Kogi State.
When I was very young, I use to be very stubborn and playful. My mother who was tired of my stubbornness took me to a fashion design shop close to our residence and signed me up for apprenticeship.

Gradually, I learnt how to cut and sew fabrics of any kind. Sometimes inspiration of different styles comes to me and with joy and gladness I sew them without stress.

Presently I am self employed and I have over six apprentices learning from me, I assist my family and friends through this fashion design business.

He says patience is the key to success. ‘’With patience and persistence, I am able to achieve my goal of becoming the best in the fashion design profession I have chosen.’’

—Mercy Andrew