Local Designs for Local Customers

Wandia Gichuru, founder and CEO of Vivo Fashion Group, has built a successful clothing business by focusing on what local consumers want. With 29 stores across Kenya, Rwanda, and Uganda, as well as an e-commerce marketplace called ShopZetu, Vivo caters specifically to African women.

Starting with the Customer

Gichuru’s approach is rooted in a business perspective rather than fashion expertise. She explains that they “work backwards” - starting with a price point and then calculating production costs to ensure profitability. This focus on affordability has helped Vivo reach a wide customer base, particularly women in their early forties.

Addressing a Market Gap

Gichuru notes that over 90% of clothing sold in East Africa is imported, often not designed with local preferences in mind. Vivo’s collections address this gap by offering garments tailored to African body types and style sensibilities - taking into account fit, size, color preferences, and cultural nuances.

Understanding the Customer Deeply

Gichuru emphasizes the importance of understanding what makes women feel confident and comfortable in their clothing. This includes knowing which parts of the body they prefer to accentuate or conceal, as well as which colors complement their skin tones.