“Fashion and TV have a very symbiotic relationship with story lines. But beyond the story, I’m always looking for style,” says celebrity stylist Oluwatosun Ogundadigbe, known as ‘Infidel manner‘, explains Vophs.
Globally, in the fashion industry a A labor force of 60 millionAccording to the International Labor Organization (ILO), the market is highly competitive and business owners are looking for ways to stay on top of food demand. Tapping into the influential power of the Nigerian TV and film industry–A market that has been estimated. It will increase to $903 million in 2023.–With global streaming platforms like Netflix, Amazon, Showmax, NdaniTv, Accelerate TV, Iroko TV, and others opens up a wider market for fashion brands.
Stylists and costume designers are an integral part of any successful film. When they don’t perform well, there’s a disconnect between the characters on screen and the roles they’re playing. However, beyond this entertainment, there is a need to influence consumer behavior in terms of purchasing. Therefore, push to determine product placement.
With TV and film and fashion professionals working collaboratively, both industries have grown tremendously. “I think we’ve seen an evolution in terms of costumes for film and TV production themes,” says Penaman Owusu-BanahaneFounder of Adjoaa, a fashion e-commerce platform with a focus on sustainable African fashion. “I see a huge evolution in bringing fashion to TV and film, and vice versa,” she adds.
Nigerian stylists and designers are endorsing collaborations with TV and film.
“I remember when I wore Adesua clothes. [Etomi] In a dress that was going for a certain amount of money at the time,” Ogundadigbe says.. “The minute Adeswa wore it and it became a sensation, the price went up. Up to four times the initial sale price.
Nigerians love movies. Blood Sisters, Smart money women, The king of boys: Return of the Oba., which is currently streaming on Netflix, has created quite a stir not only for its high-quality production and stellar acting, but also for its high-end fashion and costumes. “With e.g Smart money woman Where a certain person wore a certain piece, that piece sold out,” says Ogundadigbe. “So somehow, there’s always a place for collaborations. [However]Questions like ‘How does this pay off for both parties?’ Have to ask.”
Adeyemi Olowu, Founder and Creative Director of HRH LuxuryA Lagos-based fashion brand that worked on some of Netflix’s designs Blood Sisters “People know me more for my work,” Miniseries says.
s with Blood Sisters, and refer to it when they arrive for work. For my brand, it’s been a success.”
In addition to the kind of visibility that being on major TV platforms gives designers, for some, the income increases. Through this, HRH Luxury has increased its profit margin, even beyond its domestic customers. “It’s not just about Africa for us anymore. People now call from Canada and the UK and the US,” says Ulu.
E-commerce platforms and retailers say there is a potential market.
E-commerce plays an important role in connecting TV and film with fashion. With the globalization of the Nigerian fashion industry, and seeing how TV and film from Nigeria are gaining global support from platforms like Netflix, Amazon and Showmax, just to name a few, the West The demand from people has increased, one of the best ways to secure the demand for e-commerce.
Aderonke ‘Ade’ Ajose-AdeyemiFounder of LusudeA digital marketplace that connects African fashion lovers with brands in sub-Saharan Africa, tells Vophs, “From a business perspective, synergies and partnerships [between these two industries] Makes sense.” Referring to Losode’s work with NACK Apparels, a casual wear brand that has been a longtime sponsor of the Nigerian TV show, Big Brother Naija. “We are always looking for interesting brands with a potential market, and although we are not 100% focused On TV and film, there is influence.
This is why it is important to consider consumer interest and recognition when working on costumes for movies. “It is a huge cultural export especially because Nollywood is the biggest film industry after Hollywood,” says Owusu-Banahene. “Nigerians take great pride in selling themselves, and that kind of translates into consumerism. That’s why you see an important person wearing something. [on screen]and can change the conversation not just about buying, but about people wanting to own it.”
Increasing audience interest in Nigerian fashion
When it comes to working with TV shows or movies, Nigerian fashion and apparel designers have one important question in mind: Does visibility translate into sales? “Endorsement is good. It’s good for brand positioning and recognition, but how do you turn that into money?” Ogandadigbe say.
Eze Emmanuel Chukwudi is a brand consultant and personal shopper who spends most of his free time styling and working on his fashion store in Jamia, where he sells men’s accessories. He is the owner. style confidence image grooming brand, and talks about how TV and film have influenced its buying. “Once I see someone great in a movie, it naturally grabs my attention. Stealth ads are also a great way to increase consumer interest. This is when the cast [members] Dress up, and share with the rest of the cast. [members] Who styled them and what are they wearing during the film?
For Owusu-Banahene, another great way to increase consumer interest in designs is to credit the costumer/stylist, or take viewers behind the scenes after the film ends. “Crediting the stylist is a good way to influence the purchase. There can even be promotional campaigns that lead to the release of the film,” she says.