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Why Senegal Is on Global Fashion’s Radar

Dakar’s reputation as a regional fashion hub has persuaded brands like Tommy Hilfiger and Hugo Boss to expand to the capital of the West African nation as it upgrades its retail infrastructure.

Senegal’s reputation as a regional fashion capital keeps global brands investing in the West African country as it undergoes a retail renaissance. — One reason international brands are attracted to Senegal is the local fashion culture which has been nurtured by industry leaders such as Adama Ndiaye, founder of Dakar Fashion Week. (Getty Images)

Kingsley Kobo

10 May 2022

BoF PROFESSIONAL

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When brands draft their expansion plans for West Africa, market size is not the only factor to consider before mapping out a retail footprint. Though it is often overshadowed by regional heavyweights Nigeria, Ghana and Côte d’Ivoire, Senegal has been quietly attracting global brands for over a decade thanks in part to its vibrant fashion culture

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About the author

Kingsley Kobo

Kingsley Kobo is a contributing writer at The Business of Fashion. Kobo is a writer based in Côte d’Ivoire who covers African fashion, business, environment, and culture.

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Senegal

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