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WEARCULTUREM A D E I N A F R I C A
Wear Culture is a Nigerian-based online marketplace for premium
African fashion clothing, arts and craft. We carefully select items from
African fashion designers all over the world, giving Nigerians and Africans
in general a platform where they can purchase these products.
We offer tailored shopping experiences, including delivery of clothing and
accessories from international fashion brands to Nigerians.
Our mission is to provide Africans and lovers of African fashion with high
quality African inspired products from world-class African fashion brands
at competitive prices, offering premium men, women and children's clothing
and accessories online, that is both functional and beautiful.
We also offer personalized style services, which include detailed style
assessments and feature different dress-style personalities, ensuring that our
customers are always well dressed.
WHO WE ARE
Wear Culture started in August 2012 with three (3) creative individuals
coming together to create a platform for Nigerian fashion designers,
artists and craft makers to showcase their works to the world.
Our initial strategy was to provide a basic ecommerce site focusing on
clothing items sourced locally from the Nigerian retail market.
However, upon conducting further research into the market for
Afro-centric goods in Nigeria, we decided to expand the scope of the idea
into building an online market place where lovers of African fashion can
find and buy exquisite clothing made by designers from Africa.
Presently, we are in our launch year and would be rolling out services in the
3rd quarter of 2013.
The company is an offshoot of Helixcore Inc. Helixcore Inc. is a registered
company under the Nigerian Corporate Affairs Commission.
Our objectives at Wear Culture include the following
Create a platform where African fashion designers, artists and crafts
makers can showcase their works to both local and international markets
Establish relationships and partnerships with local and international
African designers in Nigeria, enabling easy access to African inspired
products and services both locally and internationally
Creating an collaborative platform where African fashion designers
can share ideas in sourcing fabrics and making pieces that are modern
and trendy, expanding the wearability of African pieces to formal, casual,
wedding, occasions .
Bringing together shoppers, designers and tailors in one platform
allowing shoppers to direct the making process of clothes they intend
to purchase through the platform
To create an online community that would foster the globalization and
appreciation of African inspired fashion, arts and crafts, showing the works
and their respective designers to the world while enabling lovers of
African fashion connect with and purchase items from these designers.
Wear Culture's mission is to bring Afrcican fashion, art and craft to the world.
This defines our purpose as company and serves as a standard which
guides our works and actions. We hope to do this by simplifying access to
premium African inspired fashion, art and craft from world-class African
creatives including fashion designers, artists and craft makers.
In the first one (1) year, we aim to attract and retain about 100,000-250,000
customers worldwide, carve our niche while increasing our market share of
the online African inspired fashion, art and craft retail market and
consequently help African designers increase their sales figures through
the marketing of their products and the improvement and diversification of
Our aim is to make it easier for the savvy lovers of African fashion to access
clothing, accessories, art and craft from premium fashion brands all over
the world. This we will do by enabling relationships with manufacturers and
retailers of these brands and establishing sourcing links. With regular
upgrades, our website will improve customer experience, making it easier for
customers to view and purchase items. We have a team working on the
website usability and functionality to increase its ease of use and product
Ultimately, we look forward to becoming the most engaging and
customer-centric outfit in our category.
These are the values that guide our business, our service and our brand.
They are what we look for in every partner and employee.
Passion for African designs
Everyday, we look out for designs from African
designers that are simple yet engaging. We try to work with designers that
make clothes that are beautiful and that people lust after.
We want our customers to always stand out when they wear our pieces
and develop a sense of attachment to the products they get from us
Individual respect and responsibility
At Wear Culture, we act like owners.
We are responsible for the quality of the outfits we carry on our platform
and we ensure our customers are always satisfied with our service.
We are concerned about how, where and in what
conditions the pieces we carry are made. We do everything possible to
ensure the working conditions of our partners are at a sustainable level
We are sold-out to our customers; so we listen, we observe, we learn and
we focus on their needs. Our customers are everything to us
Commitment to excellence and people
We are committed to excellence in service delivery and work hard at
working with the best people in their respective capacities to grow the
Wear Culture brand
We leverage our collective genius in bringing our customers
exquisite fashion pieces from African designers all around the world.
Our business at Wear Culture involves establishing relationships and
partnerships with African designers, working with them to showcase their
works on our platform ranging from clothing, shoes, bags, art and prints,
to the international market, right where people who want them the most
can see them.
The Wear Culture team is characterized by the kind of diversity that is
essential to crafting successful strategies for brands and their customers.
We are located in Nigeria, the most fashion-centric country in Africa with a
large customer base of buyers looking to make the right fashion purchases.
Our vision is to create a progressive lifestyle online store inspired by African
designs and prints, a first of its kind in Nigeria.
OUR BUSI NESS
Wear Culture will carry Ready-to-Wear (RTW) premium clothing, bags, shoes,
accessories, art and print from African designers. We intend to start with
ten (10) main African fashion brands which would include
Liz Ogumbo (South African), Kelechi Odu (Nigerian),
Mememe (South African boutique) and The Grey (Nigerian), and
Asakeoge (Nigerian). Wear Culture will also carry designer fashion
accessories such as watches, perfume, handbags, scarves and wardrobe
accessories from a famous premium fashion and luxury brands.
PRODUCTS & SERVICES
In addition to our ecommerce store, we also hope to help customers define
their sense of dressing and identify African inspired clothing that would suit
their personality by providing style assessment services along with tips on
what clothing works well for his/her style personality. There would normally
be a small fee for the assessment, but customers are able to take the Style
Assessment for free at our Style Studio when they make cumulative purchases
of N20,000 – N30,000. After each customer completes the quiz in the studio
section of the store, he/she will receive a laminated Wear Culture wallet card
to carry around as a shopping reminder that lists his/her style personality type,
style words, style icons and clothing styles appropriate for him/her.
We start out by working with African designers to explore the collections of
their works they would be willing to market through our platform.
The range of items we hope to catalog on our site include
clothing (men’s, women’s and kids), bags, shoes, jewelry, art, prints etc.
Based on the seasonal collections of clothing from designers,
we curate pieces from designer collections featuring them on our site while,
helping our partner designers expand their reach to customers worldwide
and grow their purchase numbers by the sales of their products through
Our stocking strategy comes in two phases. Initially, we intend to start by
offering drop shipping services from our partners to our customers.
Here we create and develop photos of the items to be featured on
Wear Culture and bring them on-to our platform. We then work with our
partners in marketing their products by showcasing their products on our
homepage and engaging in other marketing strategies which would involve
social and web marketing techniques in raising the awareness level of specific
brand products on our platform.
As our business grows and we expand our operations, we intend to
commence physical stocking of items from our partners, assuming more
responsibility of the products to be shipped to our customer.
In developing our platform, we have integrated a number of payment
gateway systems to allow us process money payment from all available
credit/debit card providers. This would include VISA, MasterCard and Paypal.
We believe that with customers allowed to make payments via these three (3)
channels, we would be able to ensure shoppers can use and make payment
on our site from any location in the world.
We also intend to work with our partners in devising a formula for sales
profits sharing. This sharing formula would be based on a per-item basis
which would be structured to be favorable to all parties involved (this would
depend on two cost structures; profit from price difference in wholesale and
retail prices or an agreed percentage of the sales in commission).
PAYMENT & SHIPPING
Payments would be remitted to our partners on an agreed schedule while
we also work with them to ensure items are shipped out to buyer locations
in a timely manner. With respect to shipping of products from our partners
to us or to our customers directly, in cities where Wear Culture has established
shipping partners (eg. the USA to Nigeria), we would make use of such agencies.
In other cities where we don’t, we would work with our partners in finding the
most efficient and cost efective means of shippings these items.
The necessary shipping processes, costs and delivery times would have to be
determined before products would be featured on the site so respective costs
can be reflected in the checkout pages of the shopping cart to enable buyers
know the total costs of procuring items on the platform and make informed
PAYMENT & SHIPPING...contd
Our fashion blog would be frequently updated with posts featuring the
This will showcase profiles of the brands and the creatives behind the brands
we would be carrying at Wear Culture. Through this, customers can get
exclusive introduction to the brands and the design process and creativity
the designers employ in giving birth to their ideas and pieces they make
How to Wear
This will provide a fun and educative platform, showing customers how to
wear African designs (how to wear a particular item for work, weekend and
going out) and combine these clothes to get the right look for their
This will feature items coming into the store soon
This will list all the additional style services that Wear Culture offers
FULL & SELF SERVICE
At Wear Culture, we believe in bringing the best service to our customers.
Our sales associates are always on call and are available to assist customers
with their Style Assessments, wardrobe planning, special orders and
personal shopping. Our online store is strategically designed to enable
customers forge relationships with the brands we carry,
allowing customers to “follow” brands that they love.
FULL & SELF SERVICE
Made in Africa
Copyright c 2013, Wearculture Ltd.
6 Kehinde Odusote Street,
Anthony Village, Lagos,