{"id":2480,"date":"2019-06-13T14:56:07","date_gmt":"2019-06-13T18:56:07","guid":{"rendered":"https:\/\/africaglobalnews.com\/?p=2480"},"modified":"2019-06-13T14:56:07","modified_gmt":"2019-06-13T18:56:07","slug":"afrocentrism-and-its-effect-on-the-african-luxury-business","status":"publish","type":"post","link":"https:\/\/africaglobalnews.com\/website_b1ce9d46\/afrocentrism-and-its-effect-on-the-african-luxury-business\/","title":{"rendered":"Afrocentrism and its Effect on the African Luxury Business"},"content":{"rendered":"\n<p>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.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"985\" src=\"https:\/\/i2.wp.com\/africaglobalnews.com\/wp-content\/uploads\/2019\/06\/maxhosa_coverpage_copy_1_0.jpg?fit=800%2C308&amp;ssl=1\" alt=\"\" class=\"wp-image-2481\" srcset=\"https:\/\/i0.wp.com\/africaglobalnews.com\/website_b1ce9d46\/wp-content\/uploads\/2019\/06\/maxhosa_coverpage_copy_1_0.jpg?w=2560&amp;ssl=1 2560w, https:\/\/i0.wp.com\/africaglobalnews.com\/website_b1ce9d46\/wp-content\/uploads\/2019\/06\/maxhosa_coverpage_copy_1_0.jpg?resize=300%2C115&amp;ssl=1 300w, https:\/\/i0.wp.com\/africaglobalnews.com\/website_b1ce9d46\/wp-content\/uploads\/2019\/06\/maxhosa_coverpage_copy_1_0.jpg?resize=1024%2C394&amp;ssl=1 1024w, https:\/\/i0.wp.com\/africaglobalnews.com\/website_b1ce9d46\/wp-content\/uploads\/2019\/06\/maxhosa_coverpage_copy_1_0.jpg?resize=768%2C296&amp;ssl=1 768w, https:\/\/i0.wp.com\/africaglobalnews.com\/website_b1ce9d46\/wp-content\/uploads\/2019\/06\/maxhosa_coverpage_copy_1_0.jpg?resize=1536%2C591&amp;ssl=1 1536w, https:\/\/i0.wp.com\/africaglobalnews.com\/website_b1ce9d46\/wp-content\/uploads\/2019\/06\/maxhosa_coverpage_copy_1_0.jpg?resize=2048%2C788&amp;ssl=1 2048w, https:\/\/i0.wp.com\/africaglobalnews.com\/website_b1ce9d46\/wp-content\/uploads\/2019\/06\/maxhosa_coverpage_copy_1_0.jpg?resize=1092%2C420&amp;ssl=1 1092w, https:\/\/i0.wp.com\/africaglobalnews.com\/website_b1ce9d46\/wp-content\/uploads\/2019\/06\/maxhosa_coverpage_copy_1_0.jpg?resize=696%2C268&amp;ssl=1 696w, https:\/\/i0.wp.com\/africaglobalnews.com\/website_b1ce9d46\/wp-content\/uploads\/2019\/06\/maxhosa_coverpage_copy_1_0.jpg?resize=1068%2C411&amp;ssl=1 1068w, https:\/\/i0.wp.com\/africaglobalnews.com\/website_b1ce9d46\/wp-content\/uploads\/2019\/06\/maxhosa_coverpage_copy_1_0.jpg?resize=1920%2C739&amp;ssl=1 1920w, https:\/\/i0.wp.com\/africaglobalnews.com\/website_b1ce9d46\/wp-content\/uploads\/2019\/06\/maxhosa_coverpage_copy_1_0.jpg?w=1392&amp;ssl=1 1392w\" sizes=\"auto, (max-width: 696px) 100vw, 696px\" \/><figcaption>MAXHOSA BY LADUMA<\/figcaption><\/figure>\n\n\n\n<p>Africa is home to the world\u2019s youngest population, registers increasing income across the continent, has a fast-growing middle-class and presents a great market opportunity for the world\u2019s luxury and fashion industry. The wider African diaspora is part of the Afrocentric luxury opportunity.<\/p>\n\n\n\n<p>According to the CEO of the Luxe Corp Group and Luxury Connect Africa founder, Uche Pezard, \u201cThe 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.\u201d<\/p>\n\n\n\n<p>He was speaking at the Conde Nast International Luxury Conference in Cape Town in April, 2019.<\/p>\n\n\n\n<script async src=\"\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js\"><\/script>\n<ins class=\"adsbygoogle\"\n     style=\"display:block; text-align:center;\"\n     data-ad-layout=\"in-article\"\n     data-ad-format=\"fluid\"\n     data-ad-client=\"ca-pub-5506089157017573\"\n     data-ad-slot=\"1517254432\"><\/ins>\n<script>\n     (adsbygoogle = window.adsbygoogle || []).push({});\n<\/script>\n\n\n\n<p><strong>The Meaning of Being \u201cAfrican\u201d<\/strong><\/p>\n\n\n\n<p>Addressing delegates from around the globe, Pezard asked, \u201cIf I asked, \u2018Do you love Africa,\u2019 how many people here would raise their hands? What if I ask, \u2018Do 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\u2019t know?\u201d<\/p>\n\n\n\n<p>According to the entrepreneur and luxury business strategist, African population is about 1.4 billion. However, the actual or \u2018real\u2019 African population both within and outside Africa is about 2.6 billion worldwide.<\/p>\n\n\n\n<p>The African population is scattered in over 120 countries across the globe. \u201cAfrocentric Africa is what holds huge opportunities for the luxury industry.<\/p>\n\n\n\n<p>The Paris-based Nigerian explained that the term \u2018African\u2019 is multifaceted and thus has no single definition.<\/p>\n\n\n\n<p>\u201cOriginating from one of Africa\u2019s 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\u2019s descendant living in the diaspora are of Africa, meaning they are carriers of its cultural expressions and Afro cultures propagator across the world,\u201d he explained.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"465\" height=\"262\" src=\"https:\/\/i0.wp.com\/africaglobalnews.com\/website_b1ce9d46\/wp-content\/uploads\/2019\/06\/Dior-2020-Cruise-Collection-Morocco.png?resize=465%2C262&#038;ssl=1\" alt=\"\" class=\"wp-image-2483\" srcset=\"https:\/\/i0.wp.com\/africaglobalnews.com\/website_b1ce9d46\/wp-content\/uploads\/2019\/06\/Dior-2020-Cruise-Collection-Morocco.png?w=465&amp;ssl=1 465w, https:\/\/i0.wp.com\/africaglobalnews.com\/website_b1ce9d46\/wp-content\/uploads\/2019\/06\/Dior-2020-Cruise-Collection-Morocco.png?resize=300%2C169&amp;ssl=1 300w\" sizes=\"auto, (max-width: 465px) 100vw, 465px\" \/><figcaption>Dior\u2019s 2020 cruise collection. Image credit: Christian Dior\n<\/figcaption><\/figure><\/div>\n\n\n\n<p><strong>Afrocentric Culture Globalisation<\/strong><\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>Although Africa is not a country, it seems like one from a cultural dimension. Neither is it a continent.&nbsp;<\/p>\n\n\n\n<p>Therefore, he adds, \u201cWhen 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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>Therefore, expansion of the African luxury industry should include the continent as promoted via settlements abroad and cultures.<\/p>\n\n\n\n<p>Pezard goes ahead to state that, \u201cTrue 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.\u201d<\/p>\n\n\n\n<script async src=\"\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js\"><\/script>\n<ins class=\"adsbygoogle\"\n     style=\"display:block; text-align:center;\"\n     data-ad-layout=\"in-article\"\n     data-ad-format=\"fluid\"\n     data-ad-client=\"ca-pub-5506089157017573\"\n     data-ad-slot=\"1517254432\"><\/ins>\n<script>\n     (adsbygoogle = window.adsbygoogle || []).push({});\n<\/script>\n\n\n\n<p><strong>Afrocentric Consumption<\/strong><\/p>\n\n\n\n<p>Luxury brands eyeing \u2018African\u2019 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.<\/p>\n\n\n\n<p>Pezard says, \u201cSimilar factors drive Africans, Afro-Brazilians and African Americans to purchase luxury items.\u201d<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>80% of luxury purchases made by Africans residing in Africa emanate from outside the continent. In addition to Afro-descendants\u2019 and Afro-diasporans\u2019 buying power, everything makes sense.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"857\" src=\"https:\/\/i0.wp.com\/africaglobalnews.com\/website_b1ce9d46\/wp-content\/uploads\/2019\/06\/image-250.jpg?resize=696%2C857&#038;ssl=1\" alt=\"\" class=\"wp-image-2485\" srcset=\"https:\/\/i0.wp.com\/africaglobalnews.com\/website_b1ce9d46\/wp-content\/uploads\/2019\/06\/image-250.jpg?w=780&amp;ssl=1 780w, https:\/\/i0.wp.com\/africaglobalnews.com\/website_b1ce9d46\/wp-content\/uploads\/2019\/06\/image-250.jpg?resize=244%2C300&amp;ssl=1 244w, https:\/\/i0.wp.com\/africaglobalnews.com\/website_b1ce9d46\/wp-content\/uploads\/2019\/06\/image-250.jpg?resize=768%2C945&amp;ssl=1 768w, https:\/\/i0.wp.com\/africaglobalnews.com\/website_b1ce9d46\/wp-content\/uploads\/2019\/06\/image-250.jpg?resize=341%2C420&amp;ssl=1 341w, https:\/\/i0.wp.com\/africaglobalnews.com\/website_b1ce9d46\/wp-content\/uploads\/2019\/06\/image-250.jpg?resize=324%2C400&amp;ssl=1 324w, https:\/\/i0.wp.com\/africaglobalnews.com\/website_b1ce9d46\/wp-content\/uploads\/2019\/06\/image-250.jpg?resize=696%2C857&amp;ssl=1 696w\" sizes=\"auto, (max-width: 696px) 100vw, 696px\" \/><figcaption>Beyonce Wearing Senegalese Designer Selly Raby Kane\u2019s Signature Kimono<\/figcaption><\/figure>\n\n\n\n<p><strong>The Luxury Consumer\u2019s Changing Face<\/strong><\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>In the next three decades, Nigeria and India will rank among the world\u2019s top three most populous countries. Brands must adapt fashion and beauty strategies must change due to changing looks of luxury consumers.<\/p>\n\n\n\n<p><strong>7 Tips for Brands to Unlock Opportunities in the African luxury Market<\/strong><\/p>\n\n\n\n<p>Brands must consider the following tips to make the most of the opportunity that the Afrocentric luxury presents. They include:<\/p>\n\n\n\n<p>Unlearn inaccurate African narratives and learn the true meaning of being African.<\/p>\n\n\n\n<p>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 \u2018Africa\u2019 and when to describe brands or people using cultures.<\/p>\n\n\n\n<p>Avoidance of cultural appropriation because Africans are good monitoring and identifying brands that do so.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>Develop literacy in Afro-culture; learn and understand various historical aspects of Africa to prevent potential frictions in groups of consumers.<\/p>\n\n\n\n<p>Be diverse, non-racist and inclusive; be consciously non-discriminatory to avoid unconscious racism and related mistakes.<\/p>\n\n\n\n<script async src=\"\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js\"><\/script>\n<ins class=\"adsbygoogle\"\n     style=\"display:block; text-align:center;\"\n     data-ad-layout=\"in-article\"\n     data-ad-format=\"fluid\"\n     data-ad-client=\"ca-pub-5506089157017573\"\n     data-ad-slot=\"1517254432\"><\/ins>\n<script>\n     (adsbygoogle = window.adsbygoogle || []).push({});\n<\/script>\n\n\n\n<p><strong>Developing the African Luxury Economy<\/strong><\/p>\n\n\n\n<p>Africa\u2019s 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.&nbsp;<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>Africa\u2019s history of pain and suffering experiences portray it as resilient with a character sense. Pezard states that, \u201cAfrica is taking its natural and creativity resources from different societal facets to change into a collective value bound to last many generations to come.\u201d<\/p>\n\n\n\n<p>Africa\u2019s 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\u2019s quote that \u201cNo power on earth can stop an idea whose time has come.\u201d<\/p>\n\n\n\n<p><em>By Mercy Adhiambo Oginga <\/em><\/p>\n\n\n\n<p><strong>Africa Global News Publication <\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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\u2019s youngest population, registers increasing income across the continent, has a fast-growing middle-class and presents a great [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2483,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"tdm_status":"","tdm_grid_status":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[13],"tags":[671],"class_list":{"0":"post-2480","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-lifestyle","8":"tag-luxury"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Afrocentrism and its Effect on the African Luxury Business - Africa Global News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/africaglobalnews.com\/website_b1ce9d46\/afrocentrism-and-its-effect-on-the-african-luxury-business\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Afrocentrism and its Effect on the African Luxury Business - Africa Global News\" \/>\n<meta property=\"og:description\" content=\"Africa, for made centuries, has been a rich artistic inspiration source for various regions across the globe. 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