During our research, we found out how challenging it is for African designers to market their brands in order to reach their full potential. As entrepreneurship is not a requirement for creativity, majority of African inspired designers go unnoticed. For example, with the growth of technology and the rising use of the Internet in the last decade, most industries now depend on the use of the Internet to market their brands and reach their tech-savvy consumers.
Elegance in presentation is almost a requirement. Most brands do not have the technology know-how, capacity or team to translate their brands in the most elegant manner that allows for higher awareness and conversion. As a result, the greatest fashion designers compete with the average creative who utilizes technology better and struggle to convince the average, tech-savvy consumer.