For decades, Nigeria’s fashion industry was synonymous with bespoke tailoring; couture outfits designed to fit individual clients perfectly. But in recent years, the ready-to-wear (RTW) sector has surged, making stylish, well-fitted, and culturally resonant fashion accessible to more Nigerians.
Yet, in a market saturated with designers and brands, how do emerging RTW labels differentiate themselves and capture consumer attention? The answer lies in public relations (PR). PR is no longer an afterthought but a strategic tool that helps RTW brands build visibility, credibility, and consumer trust.
In this article, we’ll explore how PR is shaping the growth of Nigerian RTW brands, using Bawsty and Dye Lab as case studies, while offering practical PR strategies for fashion entrepreneurs looking to scale.
The Evolution of Ready-to-Wear in Nigeria
For a long time, Nigerians preferred custom-tailored outfits. Whether for weddings, corporate functions, or everyday wear, tailors were the go-to. However, as consumer habits changed, so did the industry.
- Urban professionals sought stylish yet convenient fashion options.
- Social media influence increased demand for trendy, off-the-rack pieces.
- Nigerian designers began to understand the value of mass-producing signature looks.
This shift led to a rise in local RTW brands offering fashion-forward yet practical clothing. However, visibility remains a major challenge, and that’s where PR plays a game-changing role.
The Power of PR in Ready-to-Wear Fashion
Many RTW brands rely solely on Instagram ads and influencer marketing, but that’s only part of the puzzle. PR helps brands shape their narrative, position themselves as industry leaders, and create long-term brand equity beyond just selling clothes.
Here’s how PR is making an impact:
1. Positioning the Brand Story: Why You Exist Matters
In a crowded fashion market, a brand’s “why” is as important as its “what.” PR helps brands articulate this through media features, interviews, and brand storytelling.
Take Bawsty, for example. This RTW brand was created to solve a real problem: finding stylish and supportive clothing for fuller-busted women. Co-founders Morenike Olusanya and Damilola Onosowobo Marcus used interviews and podcast appearances to highlight their personal struggles, making Bawsty more relatable to their audience.
Through features in Pulse Nigeria and other digital platforms, they reinforced their mission-driven brand identity, setting them apart from mainstream retailers.
PR Tip for Entrepreneurs:
Don’t just sell clothes; tell a story that resonates with your ideal customer. Why did you start? What problem does your brand solve?
2. Earning Media Coverage: The Ultimate Credibility Boost
While social media exposure is valuable, earned media coverage in reputable publications boosts brand credibility significantly.
Dye Lab, a brand founded by Rukky Ladoja, embodies this approach. By focusing on artisanal craftsmanship and sustainable fashion, the brand has been featured on platforms like OkayAfrica and Business of Fashion.
What makes Dye Lab’s PR approach effective?
- It leans into storytelling, showcasing Nigeria’s rich dyeing heritage.
- It taps into global conversations about sustainable fashion.
- It aligns with high-profile collaborations, like the partnership with UK designer Anya Hindmarch.
This level of media exposure has positioned Dye Lab as more than just a clothing brand; it’s a movement.
PR Tip for Entrepreneurs:
Media outlets aren’t just looking for products to promote; they want stories. Reach out to fashion journalists with a compelling angle about what makes your brand different.
3. Leveraging Influencers and Industry Voice
Influencer marketing is often misunderstood as simply paying celebrities or content creators to wear your brand. In reality, strategic influencer partnerships are about aligning with individuals whose audience mirrors your ideal customers.
Bawsty successfully engages nano- and micro-influencers (people with smaller but highly engaged audiences) to showcase their clothing in real-life scenarios.
Similarly, Dye Lab’s collaborations with designers and cultural figures create organic word-of-mouth marketing that feels more authentic than traditional advertising.
PR Tip for Entrepreneurs:
- Partner with niche influencers who genuinely align with your brand.
- Engage industry voices: fashion stylists, editors, and cultural curators; to create buzz.
- Build relationships with influencers before you need them. Engage with their content, share their work, and create value.
4. Creating Community-Driven PR Campaigns
The most successful fashion brands don’t just sell products; they create movements.
Bawsty refers to its customers as “Baws Babes,” building a strong community where women feel seen and celebrated. This sense of belonging fuels organic engagement, leading to:
- More user-generated content (customers posting their looks).
- A stronger brand reputation without excessive advertising spend.
- Higher brand loyalty, as people love brands that align with their identity.
PR Tip for Entrepreneurs:
- Name your community and create a strong identity around it.
- Run engagement-driven campaigns
- Prioritise authentic storytelling over sales pitches.
PR Strategies That Will Elevate Your RTW Brand
Ready to integrate PR into your business? Here are five practical steps to take:
- Refine Your Brand Story: Ensure your “why” is clear and compelling.
- Pitch to Fashion Media: Identify local and global publications that cover emerging fashion brands.
- Leverage strategic partnerships: Collaborate with other brands, designers, or influencers for cross-promotion.
- Engage in Industry Events: Attend and showcase at fashion weeks, trade fairs, and pop-up markets.
- Monitor Your Brand Reputation: Set Google Alerts for your brand and manage online conversations effectively.
The Nigerian RTW industry is booming, but with more brands entering the space, standing out requires more than just great designs.
Strategic PR is what turns a fashion brand into a fashion movement. If Bawsty and Dye Lab have taught us anything, it’s that storytelling, credibility, and community engagement are the ultimate brand differentiators.
So, what’s your next PR move?
Let’s talk. If you’re an RTW brand looking to elevate your visibility, attract media attention, and build a community-driven brand, I can help. Send me a message, and let’s strategise. 🚀
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