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“Fashion and TV have a very symbiotic relationship with stories. But away from the story line, I’ve always looked at looks,” celebrity stylist Oluwatosin Ogundadegbe, known as “The Style Infidel,” told Quartz.
Globally, the fashion industry employs 60 million people, according to the International Labor Organization (ILO). The market is highly competitive and business owners are looking for ways to be at the top of the demand food chain. Increasing the influence of the Nigerian TV and film industry–The market is estimated to grow to 903 million dollars by 2023–It opens up a wider market for fashion brands through global streaming platforms like Netflix, Amazon, Showmax, NdaniTv, Accelerate TV, Iroko TV and others.
Stylists and costume designers are an integral part of any successful film. If you don’t get the job done well, the connection between the characters on screen and the role they play is lost. However, beyond this entertainment, there is a need to influence consumer behavior in terms of purchasing. Therefore, product positioning pressure.
As TV and film and fashion professionals collaborate, there has been meteoric growth for both industries. “I think we’ve seen an evolution in clothing that fits the themes of film and TV production,” says Pinaman Owusu-Banahene, founder of Adjoa Fashion, an e-commerce platform that focuses on sustainable African fashion. She added: “I’ve seen a huge evolution in bringing fashion to TV and film, and vice versa.
Nigerian stylists and designers are promoting collaborations with TV and film.
“I remember wearing the new one. [Etomi] At that point he wears clothes that go to a certain size,” says Ogundadegbe. “The minute she wore it and it became sensational, the price went up. It goes up to four times the original selling price.
Nigerian movies like Blood sisters, Smart money women, King of boys: Return of the Oba, all of which are currently streaming on Netflix, have created a lot of buzz not only for their high-quality production and stellar acting, but also for their high-end fashion and costumes. “For example, from Smart money woman When someone was wearing a different piece, the piece was sold,” says Ogundadeg. “So one way or another, there’s always room for collaboration. [However]Like ‘How will it be paid to both parties?’ must ask”
Adeyemi Olowo, founder and creative director of HRH Luxury, a Lagos-based fashion brand that has worked on some designs for Netflix’s Blood sisters Mini-series, “People know me more for my work.S with Blood sisters, and apply when you get to work. It was a success for my brand.”
In addition to the visibility designers are given to be on major TV platforms, for some, there is an increase in income. Thus, HRH Luxury has increased its profit margin even beyond its internal customers. “Now it’s not just about Africa for us. Now people call as far as Canada and the UK and the US,” Olow says.
E-commerce platforms and retailers say there is a potential market
E-commerce plays a vital role in TV and film’s relationship with fashion. With the globalization of Nigeria’s fashion industry and how Nigerian TV and film are getting international support from platforms like Netflix, Amazon and Showmax to name a few, there is a growing demand in the West, one of the best ways to keep up with demand is through e-commerce.
Aderonke ‘Ade’ Ajose-Adeyemi, founder of Losode, a digital marketplace that connects African fashion lovers with sub-Saharan brands, told Quartz, “From a business perspective, coordination and partnership. [between these two industries] It gives a feeling.” referring to Losode’s work with NACK Apparels, a casual wear brand that has long been a sponsor of the Nigerian TV show. Big Brother Naija. Although we are not 100% focused, we look for interesting brands that have a good market. There is an influence on TV and film.
This is why it is important to consider the needs and recognition of the user when making movie costumes. “Nollywood in particular is a huge cultural export as it is the second largest film industry after Hollywood,” says Owusu-Banahene. “Nigerians take pride in selling themselves, and this translates into consumerism. This is why you see a key personality wearing something. [on screen]And it can change the conversation from people who want to own, not just to buy.
Increasing audience interest in Nigerian fashion
Nigerian fashion and clothing designers have one important question on their minds when it comes to working with TV shows or movies: Will visibility translate into sales? “It’s good to be confirmed. It’s great for brand positioning and recognition, but how do you turn it into money? ” Ogundadegbe He says.
Eze Emmanuel Chukudi is a brand consultant and personal shopper who spends most of his free time decorating and working on his fashion store on Jumia, selling men’s accessories. He owns it. Integrity of style He talks about image grooming brands, and how TV and film influenced his purchase. “Once I see someone with good style in a movie, it naturally attracts my attention. Subtle advertising is a great way to pique consumer interest. When the recording is done. [members] Dress up and tactfully share with other actors. [members] Who styled them and what they wore during the filming.
For Owusu-Banahene, another great way to drive consumer interest in designs is to give credits to the client/stylists or take the audience behind the scenes after the film ends. “Acknowledging stylists is a great way to influence purchases. There can also be promotional campaigns leading up to the film’s release,” she says.
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