Changing the narrative of Africa

by Daolondon in London, England, United Kingdom

Changing the narrative of Africa

£162

raised of £5,000 target
9
supporters
3% 20 days left
Flexible funding – this project will receive all pledges made by 19th April 2020 at 12:00pm

Daolondon helps African print lovers promote Africa's authentic rich heritage through unconventional designs whilst standing out remarkably.

by Daolondon in London, England, United Kingdom

Why I started Daolondon?

It started off as a vision to showcase the beauty of Africa through stylish clothes to make a statement that dispel stereotypes and myths about the continent. My journey continues to showcase that message one step at a time with the same concept but a bigger vision. So let me tell you more about how I built Daolondon in the initial stages and where it is going.

So what is African Fashion ?

How big is the African fashion industry?

The African diaspora has a population of 140 million while Africa has a population of 1.2 billion. The future estimates of the growth of the population is 2 billion by 2050 and 4 billion by 2100. This gives a huge opportunity in the form of a large market size to leverage on with the population of the continent becoming younger by the day, the demand for fashion that sends a message and identity of an individual is becoming more relevant.

Sub-Saharan African clothing and footwear market is worth $31 billion US dollars according to data modelled by Euromonitor but at present since the rise of African fashion brands entering the market the numbers surely would have increased significantly.

So, what is standing between African fashion and a spot at the table of international fashion capitals? Although, the Africa's fashion industry inspires world trends, the problem for many of us is finding capital, exposure and awareness in most cases, we sometimes struggle with problems of skilled labour and quality control in order to maintain production.  So it is difficult to recruit in the field, as there are very few schools and other specialised institutions in order to find trained and experienced employees. 

My aim is to solve this solution in the future as it's an untapped potential in terms of job creation and economic development. But, first before I get there I am going to focus on the foundation below.

What makes me different from every other African brands that already exists?

I focus on helping African print lovers who wants to promote Africa's rich continent and authentic heritage in a an unconventional way by creating avant garde designs that is high quality and yet, are affordable. and also ,offer clothing collections that are a combination of the latest fashion trends.  

Although, Daolondon does use some inspiration from Western designs the focus is to show the reflection of the future of African Fashion

More examples of designs from my online store

Is it a niche market?

I would say I am focusing on a niche market as I am mainly targeting the African diaspora's mainly in the USA who has a population of 46.43 Million, France 3.87 Million and the United Kingdom 2.5 Million. However, I have in more detail, through my surveys and daily exchanges with my customers, established three great personas of my clientele:  65% is African origin,  they come from a country in Africa and want to represent their culture in style. 30% is Caribbeans and Afro-Americans they have the desire to promote Africa and lastly 5% are Caucasian or other ethnicities, their love for Africa comes from their close entourage with (friends, African companion or husband), or they lived or grew up in Africa. 

Why am I crowdfunding?

I worked at a lot of start up companies and I have never seen a female CEO that led the scene. After doing some research I came to realise that approx 2.2% of business funding goes to a female founders and women of colour gets less than 1%. This motivated me to not only to show the reflection of the new narrative of Africa but to also empower women who has an idea than you can turn this into a reality.   

How would the investment be used?

And the creation of Daolondon has been gradual, exciting yet demanding process. I have spent the last three years whilst studying and working full time to improve the styles, design , quality and validating the need with the general public. Now after the demand to purchase my designs I am ready to build Daolondon into a business and that's why I need your help to cover the start up cost.

Further funding from Back Her Business competition:

In addition, as the crowdfunding campaign is part of the Back Her Business competition the 4 best performing campaigns will be rewarded and I believe I can be in the mix of the winners so I strongly need your support

What do people say about Daolondon?

I wouldn't have the motivation to do this if I wasn't making any of my previous customers happy. Here's just a few the reviews that stuck with me.

What I previously achieved ?

Bring on 2020!


Rewards

This project offers rewards in return for your donation.

£10 or more

£10 Reward

£10 or more to help reach my goal!. A massive thank you and virtual hug from me! You can be kept in the loop with my product developments, being one of the first to receive info about how Daolondon is growing, once manufactured and lots of good vibes :-) (Also I'll will be giving £1 from every pledge to The Vemoye Foundation which is a charity aimed at filling the skills and resources gap endemic within the African education system.)

£5 or more

£5 Reward

For those who want to support the campaign "just because" this is the option for you- thank you!! (Also I'll be giving £1 from every pledge in partnership with The Vemoye Foundation which is a charity aimed at filling the skills and resources gap endemic within the African education system. To improve innovation in Africa, we need to invest in more education. You cannot innovate when you do not have a good education. - Bilikiss Adebiyi

£20 or more

£20 Reward

A thank you note sent virtually and a 10% discount code to use at Daolondon.com (Also I'll be giving £1 from every pledge with my partnership with The Vemoye Foundation which is a charity aimed at filling the skills and resources gap endemic within the African education system. To improve innovation in Africa, we need to invest in more education. You cannot innovate when you do not have a good education. - Bilikiss Adebiyi

£30 or more

£30 Reward

A thank you note sent virtually with 15% discount! (Also I'll will be giving £1 from every pledge with my partnership with The Vemoye Foundation which is a charity aimed at filling the skills and resources gap endemic within the African education system. To improve innovation in Africa, we need to invest in more education. You cannot innovate when you do not have a good education. - Bilikiss Adebiyi

£50 or more

£50 Reward

Thank you for turning Daolondon into a reality and I really appreciate your support. For £50, I will send you- a greeting card to say thank you once again , 20% discount for any future orders on Daolondon.com (Also I'll be giving £1 from every pledge with my partnership with The Vemoye Foundation which is a charity aimed at filling the skills and resources gap endemic within the African education system. )

£100 or more

0 of 20 claimed

£100 or more

As a thank you for a £100 pledge towards making Daolondon a reality, you will get a 25% off discount code of your choice and I will design and produce a bespoke African piece of your choice. (Also I'll be giving £1 from every pledge with my partnership with The Vemoye Foundation which is a charity aimed at filling the skills and resources gap endemic within the African education system)

Let's make 'Changing the narrative of Africa' happen

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