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The fashion industry has metamorphosed over the time. It has grown significantly, attracting local, regional and global attention. BENEDICTA BASSEY writes that the sector remains a place for all to explore and achieve financial gains and freedom
At a time when his mates were pondering over with what to make out of life, Ejeh Ikechukwu Emmanuel, a young man in his 20s from Effium in Ohaukwu Local Government Area in Ebonyi State had his eyes set on his passion --- fashion and style.
Through focus, hard work, creative prowess, as well as courage and determination in getting things done, he founded TBI couture to address challenges in the fashion industry and produce clothing for both formal and informal occasions.
Today, as a fashion expert, his world has become highly sought after even beyond the shores of Nigeria.
Sharing insight on how it all began, the young entrepreneur said, “I have always been passionate about anything related to fashion and style.
"While growing up, I observed from several movies and television shows that personalities always stand out with dazzling and striking dress sense which command respect, and a burning zeal in me got me using my hands to pattern and draft design based on my creative imagery which became a passion to pursue and it is a career for me today.”
To become successful in this field, education is a must, he counselled, noting, "Getting the right knowledge and skills are key determinant factors for growth. When it comes to clothing and designs, creativity and effective service delivery are top-notch.
"Today, the TBI fashion brand is making waves. My line of fashion is basically on men's wear, like senator's wear, suits, trousers, native wear, uniforms and others. I also sew for ladies as well.”
On how he made a successful path into the fashion industry amidst stiff competition, Ejeh said customer’s satisfaction and quality service delivery had placed him on the success pedal.
He said, “I tried as much as I can do to develop my brand and not engage in an unhealthy rivalry or competition. I saw a gap in the fashion technology market space and I took advantage of it.
"I settled in that space and directed my energy into mobile and online marketing, targeting clients who could appreciate our services via the online platform space, using aggressive integrated marketing communication techniques to increase my clients base to the level where it is today.”
On the secret of his success, he asserted that putting God first in all one does makes way for greatness, adding that “I always take my customers seriously because they are kings. However, I took the privilege of starting small through apprenticeship to grow and gain knowledge, experience and skills.
“Growth in every business venture is a vital tool for motivation hence every entrepreneur must be eager to grow willingly and open to learn more to grow because there is no end in the world of creativity.”
He said his joy lies in the impact he is making on the lives of those who are willing to make waves in the industry.
Currently, “the business has five full time employees as well as some on part-time basis. Some have graduated and doing well on their own. The business has continued to expand its boundaries of operation in the country.
“Our customer base has greatly increased, and we are also present in the online space on Facebook and Instagram sharing useful tips to our followers and marketing our products and services,” he explained.
Speaking on how his brand has contributed to Nigeria’s economy, he explained that his business turnover has contributed to the gross domestic product, providing employment for a number of youths who have engaged with the brand over the years.
At a time when a lot of youths are into criminal businesses of kidnapping, ritual making, prostitution, 'Yahoo Yahoo', Yahoo+ among others, to get rich quick and satisfy their inordinate ambitions, the fashion designer says those are not the way to go.
He believed that all such money would fizzle out with time and they would live a lives of lamentations all their lifetimes.
For him, he advised those engaged in the ignoble businesses to have a rethink to avoid retribution, saying that what goes around comes around.
He counselled: "My advice is for youth, who are not gainfully employed in other sectors or are doing immoral and criminal businesses, to explore the opportunities in the fashion world because fashion is already taking over in our modern world. People prefer sewing new clothes to patronising boutiques for all ready made clothes for both formal and informal occasions."
The fashion expert, who bemoaned the poor state of power supply across the country as well as the downward economic progression, called on the government to create a more suitable environment for the fashion and textile industry to thrive.
He underscored the need for increased engagements in the industry as the demands for new creative designs increase, saying that the fashion industry is a good ground for wealth creation for businesses and investments.
He stated: "However, people need to know that behind all the glitz and glamour of the fashion world is a lot of hard work and perseverance that goes into every single piece and design. To succeed in a fashion career is to keep learning and expanding your knowledge with every opportunity you get.
"Learn about the business side of fashion to sustain the business, collaborate to expand and diversify your reach. Fashion isn’t about the clothing alone, it involves different aspects such as accessories, merchandising, marketing, designing and supplies. There are a lot of opportunities in the fashion world."
Speaking about skills in the fashion space, Ejeh said that apart from being a creative person, it is equally essential to know how to manage the business, stressing that no matter how small one's business is, it’s good to have structures and processes in place.
He asserted, "It is essential to have good management skills, believe me, you will need it to manage staff, customers and suppliers. It’s also important to take advantage of the tech available to fashion, from computer aided design software to Artificial Intelligence. Being tech savvy is an added advantage.
"Overall, allow yourself to learn on the job and don’t be too rigid in your ways."
He urged the government to come up with policies that would better reposition the nation’s economy on the path of growth to enable players in the industry to function effectively.
On risk taking, he said, “The 21st century fashion business is possible with new successful feats but usually clothed with numerous challenges. It is not easy during the training and skills acquisition process but its difficulties are surmountable with mouth-watering profits that come after to create wealth and impact the society.”
He called on youth entrepreneurs with fresh and burning zeal in the fashion sector to embrace it to better their lives and improve their standards of living to create a significant impact.
He urged professionals in the industry to look out for unprecedented opportunities in the industry and optimise the opportunity to create jobs to reduce the ever-rising unemployment ratio in the country.
