Oluwafunke Olanireti Lawani, Founder and Chief Executive Officer, Betza Clothing Limited is a Lawyer turned Fashion Designer. In this interview with our correspondent, she says lack of government regulation breeds unhealthy competition in Nigeria’s fashion industry. Excerpts…
Can you tell us about your experience in the fashion industry?
I started Fashion out of the passion I have for it, I am naturally a stylish person, even before I thought of going into the business. Yes, a Law graduate also practising. I realize I have an eye for picking nice things, I took the bull by the horn to start the business because I like seeing people look good and I like picking pieces and styling them in my own way which gladdens my heart.
It was not an easy journey when I started. To have a Fashion business in Nigeria, entails a lot, from renting a space which is quite exorbitant to sourcing all the machinery needed which funds is essential. Finding good tailors also can be heart-wrenching. Some customers might not want to pay even after wearing your pieces. Due to no government regulation, there is so much unhealthy competition.
There are lots of issues affecting startups in the industry. I faced some of them. Most times there are limited channels for selling. But social media has opened a lot of space for marketing. There are not enough fashion retailers that can take some of those pieces to their stores to sell. The few we have charge exorbitant rates for rent and percentage. What is encouraging is the organic customer base we have built over time.
How do you stay up-to-date with the latest fashion trends?
We study trends from the internet and the direction of dressing for the year. The era of Gen Z and social media platforms has helped a lot to stay on trend, moreover, we have classic styles that never go out of trend.
Can you walk us through your design process?
We do not follow the seasons in Nigeria as they do in Western countries. Different ideas like places I visit, and what I watch on either the internet or television affect my creativity. With my team of illustrators, and design assistant, we conceptualize ideas which is the first stage of any collection to be released.
A mood board is created, then the fabric is chosen to fit the design illustrated, patterns are created, a sample fabric is used to bring the design to life and if we are delighted with the outcome, we then proceed to the production stage.
How do you handle tight deadlines and pressure?
I have come to realize with my years of experience in this business that there is always pressure. We have some customers that ask for express orders in terms of bespoke. I look out for my team and motivate them so they know we have to go the extra mile to make our customers happy knowing that their satisfaction is paramount. We give our customers a number of days their pieces will be ready. We accommodate emergencies but ahead of this, our company’s policy will be made known. It is a plus and extra income for the business. It is important to set rules which put structure around the business operation.
How would you describe your personal style?
My personal style is classic detailed, elegant and exceptional fit which has gotten me a lot of complement over time.
Can you tell us about a project you worked on that you are particularly proud of?
The project that I am really proud of was my collection in 2020. It was curated around the working class especially because of the high rate of dollars and people were not willing to buy foreign-made fabrics. Pieces were much better in terms of finishing and the fabric was designed which was well received, It came out amazing and can be styled in an informal and formal way.
We realise there is a huge gap in the corporate fashion market for women and we have plans to do more of the collection to cater to that market.
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