Revamping African Economies Through Fashion

Wandia Gichuru, the founder and CEO of Vivo Fashion Group, a Nairobi-based clothing retail business, believes in the potential of the fashion industry to revolutionize African economies. "Making clothes is still one of the most labor-intensive manufacturing processes, and there is an entire industry that could make a significant contribution to our GDP," she argues.

After two decades of experience in international development, Gichuru stumbled upon a gap in the market out of her own need to find pilates and dance clothing, prompting her to create her fashion brand. "We realized that many people were struggling to find comfortable clothing that looks good and fits well on the unique body shapes and sizes of women of color," she recalls.

Initially, Vivo sold primarily dance and fitness wear sourced from Asia. But Gichuru pivoted after observing her customer's need for more casual, comfortable, and versatile clothes.

Today, after 12 years of work, Vivo counts 21 stores across Kenya and opened its first international location in Rwanda this year. Now, Gichuru has set her sights on expanding the brand throughout East Africa and potentially into the United States.

Darius Teter, executive director of Stanford Seed and Grit & Growth host, chatted with Gichuru about the trials and triumphs in her business journey and how she pivoted to a new strategy by listening to her customers.

Focus on customer needs

There are a lot of clothes imported to Kenya after being discarded in charity shops and thrift stores in Europe and the US. The influx of cheap secondhand items has had a devastating impact on local manufacturers, resulting in the closure of nearly the entire fashion industry.

In the face of this challenge, Gichuru took a bold step by marketing her clothing line as tailored to the body sizes and shapes of women of color, which was not offered by the secondhand market. However, when she started producing clothes locally for greater creative control, she encountered cultural resistance. Some people counseled her not to advertise her products as made in Kenya, as there was a perception that Kenyans preferred imported goods.

Despite this, Gichuru listened to her customers and discovered that younger generations were proud to buy locally-made products. She rebranded Vivo as Kenyan-made, which proved to be a major differentiator. This customer-centric approach also led Gichuru to launch Shop Zetu, a fashion platform targeted to African consumers. The website features 180 African brands and operates on a business model that charges a 20% commission on sales and offers value-added services.

Asserting the business strategy

Vivo operated for over six years without a solid business strategy or established processes and protocols. This approach proved risky when Gichuru discovered that one of her staff had been stealing from a store for months. She knew she needed to build a strong team and implement robust systems to move beyond the founder's plateau.

In 2016, Gichuru enrolled in the Stanford Seed Transformation Program. The program helped her develop a five-year business plan and establish clear goals for her company. She also set up an advisory board, which added value to her business and helped her raise funds to open new stores.

If you're looking for inspiration for your own entrepreneurial journey, listen to the full episode with Wandia Gichuru. Learn more about her business journey and growth plans and get inspired to take your business to the next level.