The Fall of Egpytian Local Brands
FASHION
Adham El Deeb
6/19/2023
Crisis of Identity: The Struggle Faced by Egyptian Local Brand
In the dynamic landscape of Egyptian clothing local brands, a concerning trend has emerged, indicating a profound identity crisis. This crisis stems from the prevalent adoption of westernized and commercialized approaches, hindering the development of a unique brand identity. A significant number of emerging local brands are formed by individuals from the same socioeconomic class and age range. Primarily motivated by commercial aspirations, these young creators from upper socioeconomic groups often prioritize short-term profits over the establishment of a strong brand identity or audience. This has resulted in a dearth of inventiveness, with many brands resorting to imitation of ideas from others, sacrificing creativity for guaranteed sales.
Fast Fashion Syndrome: The Westernized Trend in Egyptian Brands
This emulation of westernized and commercialized approaches has led to the local brands being dubbed the new "fast fashion" of the Egyptian fashion scene. Fast fashion, characterized by low-cost, rapidly produced apparel inspired by runway trends, contributes to a culture of quick consumption. The focus is on getting the latest trends to market swiftly, encouraging buyers to abandon items after only a few wears. This approach fosters a "throw-away" mentality among consumers, perpetuating the need to constantly purchase to stay current with fleeting trends. Furthermore, this trend has faced criticism on intellectual property grounds, with designers accusing stores of unlawfully mass-producing their designs.
Startup Realities: The High Stakes in the Egyptian Fashion Industry
Adding to the complexity, a stark reality surfaces regarding startup brands in Egypt. More than 70% of these ambitious ventures fail before reaching their second collection, as revealed by a comprehensive study conducted in 2021, encompassing 72 businesses and brands. This high failure rate underscores the challenges and pitfalls faced by entrepreneurs in the Egyptian fashion industry.
Strategic Shift: Navigating the Path to Sustainable Growth
Addressing these challenges requires a strategic shift in approach. To combat the identity crisis and lack of creativity, aspiring entrepreneurs are urged to invest ample time in pre-launch research, gaining insights into how to build an influential brand. Understanding different fabrics, styles, and colors is crucial, not only for product quality improvement but also for the introduction of innovative designs to the market. The emphasis should be on innovating to grow brand identity rather than focusing solely on short-term sales.
Purpose-Driven Entrepreneurship: The Key to Long-Term Success
Importantly, establishing a clothing brand is not a one-size-fits-all endeavor. The availability of funds alone does not guarantee success. Entrepreneurs are encouraged to evaluate the purpose and relevance of their brand or business, considering alternative enterprises or tactics that may align better with long-term success. This holistic approach seeks to reshape the narrative for Egyptian local brands, encouraging sustainable growth, creativity, and a renewed sense of identity in the competitive fashion landscape.
Egyptian
