Pivot, Adapt, Grow: Building a Fashion Brand in Kenya

<p>Starting a business is hard enough. But growing it can be exponentially harder — especially when crossing borders and continents and in a business as fickle as fashion. Wandia Gichuru is experiencing it all as founder and CEO of Vivo Fashion Group, based in Nairobi, Kenya. Gichuru thinks about her business beyond simply selling clothes. We can be “warriors for economic growth,” she explains. Hear her story of lucky breaks and quick pivots, strategic growth and purposeful passion.</p><p>Wandia Gichuru began her career in international development. Today, she sees her business in a similar light, and with even more passion. She believes the fashion industry has the potential to transform economies on the African continent because, as she explains, “They haven’t found a way for robots to stitch clothing. You need to hire people.” And, she continues, “It's not just the people behind the machines, it's also the designers, the cutters, the bundlers. It's the models, the makeup artists, the photographers. There's just an entire industry that I believe could contribute a significant percentage to our GDP.”</p><p>When Gichuru started her business, it was focused on selling dance and fitness clothing online to meet her own needs. Ultimately — by default, not design — she chanced upon a huge gap in the market: good-looking, comfortable, well-fitting clothes for African women’s body shapes and sizes. Luckily, she had a built-in focus group to identify customer needs. “When ladies spend an hour in your store trying on 20, 30 different things, they talk a lot. That's where we got our market research,” she says.</p><p>She began by importing clothes from Asia, but quickly pivoted to designing and producing locally. “The local fashion industry had become almost nonexistent. We got flooded by all the secondhand stuff. And so the local textile mills that existed in the ’70s and ’80s, one by one, they all shut down,” she explains. The production move was a big decision that not only differentiated her brand, but also imp