Afrocentrism and its Effect on the African Luxury Business

Africa, for made centuries, has been a rich artistic inspiration source for various regions across the globe. However, the daughter and sons of Africa are increasingly spearheading, defining and spreading the Afrocentric culture.

Africa is home to the world’s youngest population, registers increasing income across the continent, has a fast-growing middle-class and presents a great market opportunity for the world’s luxury and fashion industry. The wider African diaspora is part of the Afrocentric luxury opportunity.

According to the CEO of the Luxe Corp Group and Luxury Connect Africa founder, Uche Pezard, “The Afrocentric population worldwide is over 2 billion people with collective consciousness, shared cultural beliefs and codes, and inclusive influences that define their relationship to luxury in Africa or emanating from outside the continent. Therefore, luxury success in African societies depends on their proper understanding.”

He was speaking at the Conde Nast International Luxury Conference in Cape Town in April, 2019.

The Meaning of Being “African”

Addressing delegates from around the globe, Pezard asked, “If I asked, ‘Do you love Africa,’ how many people here would raise their hands? What if I ask, ‘Do you love Africans? Is loving Africans an element of the love you have for the continent? Do you know all Africans? Is it possible to love people that you don’t know?”

According to the entrepreneur and luxury business strategist, African population is about 1.4 billion. However, the actual or ‘real’ African population both within and outside Africa is about 2.6 billion worldwide.

The African population is scattered in over 120 countries across the globe. “Afrocentric Africa is what holds huge opportunities for the luxury industry.

The Paris-based Nigerian explained that the term ‘African’ is multifaceted and thus has no single definition.

“Originating from one of Africa’s 55 countries means that coming from Africa is directly associated with the source of its rich cultures, atop being responsible for its protection. The continent’s descendant living in the diaspora are of Africa, meaning they are carriers of its cultural expressions and Afro cultures propagator across the world,” he explained.

Afrocentric Culture Globalisation

Afro-descendants, Afro-continentals and Afro-diasporans, are spread all over the world in millions, if not billions. They collectively carry Afrocentric culture, expressed through art, fashion, cinema, music or even literature.

Although Africa is not a country, it seems like one from a cultural dimension. Neither is it a continent. 

Therefore, he adds, “When people speak about Africa, its 55 countries and their unique opportunities and sophistications are included. Alternatively, we could be talking about a cultural phenomenon that is currently present in all the continents on the globe.

Many international brands wake up to Africa as a viable market for their luxury goods. Over the last 30 years, Montblanc increasingly grows its presence on the African continent.

Therefore, expansion of the African luxury industry should include the continent as promoted via settlements abroad and cultures.

Pezard goes ahead to state that, “True Afrocentric cultures being globalized are already present in the luxury industry. A true confirmation of this include Gucci, Louis Vuitton and Chanel by Afro-diasporans and Afro-descendants.”

Afrocentric Consumption

Luxury brands eyeing ‘African’ consumers with their designs and promotions need to understand the difference in terms discussed above. What is targeted at consumers on the African continent might also suit Afro-descendants living in other parts of the world due to similar cultural influences.

Pezard says, “Similar factors drive Africans, Afro-Brazilians and African Americans to purchase luxury items.”

Afro-descendants born outside the African continent are part of the Afrocentric movement that drives them to assess and connect with their origins. According to Pezard, Africa has a luxury market both within and outside the continent.

80% of luxury purchases made by Africans residing in Africa emanate from outside the continent. In addition to Afro-descendants’ and Afro-diasporans’ buying power, everything makes sense.

The Luxury Consumer’s Changing Face

Increasing number of dark-skinned populations is another factor that has influenced the luxury business. Dynamics in population growth and climate change have caused skin tones to get darker. Other factors include immigration and intermarriage.

In the next three decades, Nigeria and India will rank among the world’s top three most populous countries. Brands must adapt fashion and beauty strategies must change due to changing looks of luxury consumers.

7 Tips for Brands to Unlock Opportunities in the African luxury Market

Brands must consider the following tips to make the most of the opportunity that the Afrocentric luxury presents. They include:

Unlearn inaccurate African narratives and learn the true meaning of being African.

Master the use of specific terms related to Africa, and be fluent in Afro-diction. For instance, when to reference particular countries, when to say ‘Africa’ and when to describe brands or people using cultures.

Avoidance of cultural appropriation because Africans are good monitoring and identifying brands that do so.

Invest in deep insights of the African market because it is vast and non-homogenous; it is home to many languages, countries, cultures and selling points.

Develop literacy in Afro-culture; learn and understand various historical aspects of Africa to prevent potential frictions in groups of consumers.

Be diverse, non-racist and inclusive; be consciously non-discriminatory to avoid unconscious racism and related mistakes.

Developing the African Luxury Economy

Africa’s consumption levels, artistic ability and creativity links it to luxury. The continent also produces luxury. Many brands such as the Luxury Connect Africa promote Afrocentric movement to create the African luxury economy. 

The brand invest millions of Euros in luxury African brand heritage. It promotes growth in the luxury industry and fosters expansion of global luxury brands with a presence on the African continent. It is an investment platform and critical resource for business.

Africa’s history of pain and suffering experiences portray it as resilient with a character sense. Pezard states that, “Africa is taking its natural and creativity resources from different societal facets to change into a collective value bound to last many generations to come.”

Africa’s time has come and it is now, and no power on earth can stop its vast ideas. That is true to Victor Hugo, a novelist and French poet’s quote that “No power on earth can stop an idea whose time has come.”

By Mercy Adhiambo Oginga

Africa Global News Publication