OpenLife reports that Yormages is almost becoming a household name. Yomi Awoyemi is the Chief Creative Director of Yormages Concept and Chief Executive Officer, Yornages Global Investment Limited. He speaks to OpenLife’s Staff Writer, Isaac Ngumah about Yormages fashion brand
Yormages is a fashion brand, can you tell us about it?
Yormages Concept is one of the fastest-growing fashion brands in Nigeria established in 2008 to cater to the growing Fashion needs of Nigeria, Africa and the world at large. We specialize in the production of all kinds of male outfits, footwear and fashion accessories.
How long have you been in this business?
Yormages is a product of thinking and creative ideas. I have been involved in the fashion business as far as 1998. Growing up, I have always loved the idea of looking good and at a point, I thought of it that if I could always get a lot of commendation from the way I look, I could as well extend that to many people by helping them to look the same and even better. That was how yormages Concept as a business was conceived.
What are your concepts in meeting your customers?
About strategy on meeting customers, I must be sincere with you that I can t talk specifically of a particular strategy but our focus has always been to ensure that we give the best value to our clients at all times. We always try to ensure the quality of our products and to add class to everything we do. Many customers we have today are through referrals because I believe that good product speaks for itself.
Can you tell us about your business prospect?
The prospect of Yormages Concept is bright. Fashion industry as a whole is large and the awareness of the Africans and its descendants across the globe in creating for ourselves a unique identity is what has given a lot of attention to indigenous fashion brands .you will observe that many CEO, private Business owners and public office holders in Nigerian now prefer to wear simple Kaftan against putting on suits and jackets for a corporate or formal event. A good example of this is our dear Vice President, Prof. Yemi Osibanjo. The idea of indigenous fashion is gaining momentum across many Africa societies.
What is unique about your fashion brand?
We are a one-stop-shop for all-male fashion items. If you visit any of our stores, what you will see are quality fashion items ranging from tailored made Kaftan , tunic, hat , fashion accessories and all form of leather works from shoes to sandals and belts all made from our very hardworking team of staff. We take pride always in the quality of all our products.
How long have you been in this business?
I have been involved in the fashion business all my life because it’s a passion for me. Making your passion your profession is one of the greatest things that can happen to you.
Is it capital intensive to start?
The business is less capital intensive if you are willing to start small and grow organically, which is what I always advise but it could as well be highly capital intensive if you want to start big. It doesn’t matter how you start, what determines your growth is the quality of your deliveries and your ability to manage your organization.
What stands you out?
The fashion industry in Nigeria is a highly saturated industry. Wherever you go across the country, you can see fashion stores everywhere because the need for clothing is essential as well as food and shelter. So for you to be able to carve a niche for yourself as we have done, you need to keep your standard high and keep evolving in your designs and collection. Your Creativity and management skills are also key. Though there are many players in the industry, there are not so many stand out brands. In the foreseen future, It would be good to see a much-regulated industry where the practitioners are guided by some rules of operations and professional standard set for the industry. Ours is an industry still being challenged by copyright infringement. The situation where creativity and intellectual property of the individual is not protected can only do harm to the growth of the industry. I believe it’s a long way to go but I am sure we will get there.
How was the pandemic effect?
The pandemic affected all industries across the globe and Fashion industry is not an exception. The lockdown means no business, social distance protocol ensures most events are cancelled which resulted in a great economic loss too many of us. Even as things have started to return back to normal, it will take a long time for us to get back to the pre-pandemic era.
What role are you expecting the government to play for industry growth?
The Role of Government is to provide an enabling environment for private business to strive. The provision of stable electricity is key to growth. Government policies towards supporting SMEs in Nigeria should be looked into. SME could be the engine of growth for our economy if the government will give adequate attention to this sector. From policy making to granting of low-interest loans, to reduction of levies and fees, to proper education and orientation of our teeming youth, the role of government at all levels cannot be overemphasized towards the overall growth of the fashion industry in Nigeria.
What are your views on unemployment in Nigeria?
The fashion industry in Nigeria contributes largely to employment generation in Nigeria, when considering the fact that small and medium businesses account for 65% of the country’s GDP, government support for this important industry will no doubt create employment for the teeming unemployed youths of this country. Government intervention which can come in terms of direct cash transfer to the practitioners to expand their business will ensure an increase in capacity and this will definitely impact the unemployment market a great deal .
For Nigeria as a whole to attain sustainable economic development, we must address the infrastructural deficit by investing massively in electricity, roads, etc. The revamp of technical education is also key to boost the quality of manpower in the area of tailoring etc. God has blessed us with abundant resources in human and minerals, what will expect is the government that will annex these resources for the growth and development of our country.
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