If it's worth it, it will cost you something

What does it mean to be a global brand?

How many times have you heard someone say something to the effect of aiming to have international status? If only I had a dollar for every moment I have heard a brand say “our vision is to be a global brand” I would be writing this newsletter to you from my private yacht as I sip Bellini. I’ve heard that statement countless times!

For many, being recognised internationally is an aspirational feat. But do we really take the time to understand what it costs to get there? And for those who have attained some levels of international success do we share our lessons along the way?

If a goal is valuable to you then it will definitely cost you something.

It may be your time

It may be your love

It may be your money

It may be your comfort, or

It may even be your youth.

Just know that things of value always cost something and so it’s better to go in prepared.

A topic that is dear to my heart is that of pan-African and global trade, especially where fashion is concerned. Sometimes all it takes is one viral moment on social media for a brand to blow up. The last thing you want is for your brand to be on the receiving end of so much attention when you aren’t ready. That pressure may crush your brand.

Ideally, in the early stages of your brand you should have figured out the heart of your brand. What difference is your brand here to make? How will you stand out? How will you be positioned? In today’s world, many of our African brands position themselves as luxury but what does luxury really mean? And is that the only way to succeed?

And when you finally develop your brand and are ready to grow your customer base, how do you find international opportunities? What does international growth look like when you’re selling directly to your customers? What does it look like when you’re doing it through retail (B2B) partnerships? What are the operations and logistics you need to be aware of?

While there is so much to think through, I love that I get to be a part of the solution by sharing my network and resources to break down the walls of gatekeeping so we can learn from each other as brands and fashion entrepreneurs.

This June, my company, Ace Avenue Agency is partnering with Lhaude Africa to bring you “Roots Ghana”. Roots is a 3-day event with a variety of activities for the fashion communities of Ghana and Nigeria. For me, one of the highlights of the event is the panel discussion. We have a lineup of incredible speakers who are ready to bare it all so we can all learn.

And so whether you’ve already received your big break and are trying to stay afloat, or whether you’re still waiting and aspiring to international growth, join us in Accra on June 8th at Talkative Mom Studios in East Legon, Accra to discuss building a global fashion brand.

Panel session 1- Africa Rising: Exploring the Potential of the Continent as a Hub for Luxury Brands

Panel session 2 - Navigating Pan-African and Global Trade: Opportunities and Challenges for African Fashion Brands

If you’re an emerging brand with hopes of international growth, what specific things are you keen on learning during the panel? Or you’re a brand that has experienced some international success, what has been your greatest lesson on your journey? Let’s discuss in the comments!