Vlisco, the African fashion titan from Holland

© Khunaspix Dreamstime.

Extraordinary story about how a Dutch fabric maker has become the leading apparel brand in the emerging economies of Africa. Almost a case study in how to companies from established economies can penetrate and dominate retail in emerging markets, Vlisco understands the particular dynamics of the African clothing shopper. Fashion lines mean nothing – most middle-class buyers have their own tailor – it is the fabric itself they are interested in. Similarly, with strong tribal structures, the concept of identifying oneself with the type of clothes is also alien. But one thing does remain a constant: logistics remains one of the company’s biggest challenges.