South Africa’s Fashion Company, Vivid Designs Has a Client Base That Stretches across Big Economies In The World

Brian Kazungu, 13/12/2020

South Africa’s Vivid Designs, a fashion and clothing industry player that has dressed many celebrities and high profile individuals has a growing clientele base that now stretches across some big economies in the world.

The South African based fashion design company has corporate clients from countries such as the United Kingdom, Australia, Nigeria, United States of America and Canada.

Vivid Designs credits such a global reach to the quality of their products as well as to the timeless designs and their attention to detail which ensures that each client’s design accentuate their unique and beautiful body type.

Abi Dunmoye, the entrepreneurial and passionate chief designer who attended the London Institute of Fashion (LISOF) and graduated from Lindiwe Khuzwayo Institute of Fashion (Durban, South Africa) said that she ventured into the fashion industry in pursuit of uniqueness in her own clothes.

“I was never satisfied with the clothes in the shops and would add one or more details just to make it different and unique.  I began making my own attire because I wanted to stand out in a simple and classy way” she said.

While based in Mpumalanga, in the rainbow nation of South Africa, Vivid Designs is making use of technology based means of interaction with its target market especially during this time of the Covid-19 pandemic in order to engage and transact with clients across the globe.

Under an environment where many businesses, especially SMEs find it difficult to continue with operations beyond their first year, Abi is utilising her Masters of Business Administration (MBA) qualification to make sound and professional decisions in a way that helps the business to be profitably self-sustainable.

In the following interview with iniafrica, Abi shares her secrets, inspiration and vision for the fashion industry in South Africa and beyond.

iniafrica news: Would you briefly give us a background of Vivid Designs and share an overview of its business operations including events that it has participated in and important people that it has so far dressed for various occasions?

Abi Dunmoye: Vivid simply means “producing powerful feelings or strong, clear image in the mind” this is what our business model is built on.  We want every client we design clothes for to experience the same feeling.  At Vivid everyone is special hence, we’ve dressed all our clients who we deem are special and unique in their own way.  Tshwane fashion week a couple years ago and our very own, exclusive designers fashion show here in Mpumalanga.

iniafrica news: The fashion industry is one of the most important sectors in the economy because of its financial contribution to the GDP and because of its ability to help people express themselves through fashion statements. What is it that motivated you to pursue a career in this field?

Abi Dunmoye: Ever since I was a little girl, I’ve always enjoyed needle work. I remember one occasion I cut a piece of my mother’s wedding dress to make myself a top.  Then I got older and still found this art very interesting.  I was never satisfied with the clothes in the shops and would add one or more details just to make it different and unique.  I began making my own attire because I wanted to stand out in a simple and classy way.

iniafrica news: What are the products and services that are offered by Vivid Designs to its existing and potential clientele?

Would you describe these products and services and their intended benefit to your targeted and actual clients?

Abi Dunmoye: Our designs are timeless, attention to details and ensuring that each client’s design accentuate their unique and beautiful body type. Our approach is not one size fits all…. we come in different shapes and sizes hence, we have this in mind when we design.  We also make sure not to do a repeat of our design and fabric, each textile used is never used to produce the same or similar garment.  We keep it limited.  We also make sure to source fabric from all over so we have a big variety for our clients to choose from.

iniafrica news: How has the market responded to products and services offered by Vivid Designs so far since inception and what can you attribute to such kind of a response?

Abi Dunmoye: The response has been amazing, our product is highly sorted after.  We have clients as far as London, Australia, Nigeria, United States and Canada.  The fact that we create timeless, comfortable garments with good quality and comfortable fabric at really affordable prices is one reason.  We also make sure our clients are involved in the design process, they have an image in mind and we just bring it to life. 

iniafrica news: Besides here in Mpumalanga, are there other places where Vivid Designs also operates? If so, how has it managed to spread its wings to those areas and how has been the journey so far in the fashion business?

Abi Dunmoye: We are still based in Mpumalanga, The world has become smaller with technology and we are able to reach many more people.  It is really not necessary to be everywhere as Instagram has been one of our biggest platform to reach many more.  Because of our ability to work with the industry size chart we can make garments without physically measuring our client.  Although, we do video calls to see exactly what they look like just so we can advise on a style if need be.  The journey has been encouraging thus far.

iniafrica news: What is it that is unique about yourself, your team and your services which sets you apart and which also helps you to stand out among various service providers in the fashion industry?

Abi Dunmoye: Quality! Quality! Quality!  Value for money.

iniafrica news: What do you believe and understand to be the main advantages to your clients when they come to Vivid Designs for their clothing and other fashion related products and services?

Abi Dunmoye: We listen and work with your ideas giving you some professional input.  For example, your choice for color and textile makes a huge difference.  We also assist with accessories for your garments, it’s a one stop studio.

iniafrica news: Do you have any background in the fashion industry? If yes, how has that helped you in identifying business opportunities behind your entrepreneurial drive? If no, what is that helps you to identify and go for opportunities in this industry?

Abi Dunmoye: Besides a background in fashion, I also have an MBA which helps with the business aspect of the fashion industry.  We practice the P’s…place, product, promotion and price.  I’m always seeking to improve my knowledge in the industry. Recently I attended a year course at the London Institute of Fashion (LISOF) to develop and learn new skills.  It’s been one of my biggest career decisions as it made so much difference in how I develop patterns for every single project.

iniafrica news: What can you look back at and say that, so far, this has been your major achievements as an enterprise in the fashion industry and what do you believe has greatly contributed towards such achievements?

Abi Dunmoye: Consistency and flexibility!  Whatever you do, ensure you are consistent and keep improving in your product offering.  The only constant thing in life is change especially in an industry such as this.  We are now using African prints to create much more than the typical traditional attires.  We have pants suits, dresses, skirts, tops and all sorts.

iniafrica news: In a world where most clothing designers and tailors, especially the youth are failing to start and run their own enterprises because of various challenges, how have you managed to launch and successfully operate this business?

Abi Dunmoye: Start small and build on, that has been my philosophy.  I wear Vivid given any opportunity, take pride in your own product as you are your biggest fan. Set a trend, keep it simply and stylish.  Dare to stand out. Leave an impression wherever you go, be noticeable, don’t blend in.

iniafrica news: It is a fact that because of the Covid-19 pandemic, the current economic situation globally especially in this industry is challenging. As such, what is it that has helped you as a business to continue operating under some difficult?

Abi Dunmoye:  Product diversification. During the early start of the pandemic, we began making masks and head wraps for ladies.  I must say this has yet been the busiest year at vivid.  I also started posting videos on my handle, showing ladies how to wear their head wraps and turbans.  We also made masks for kids adding a bit of bling so they are different.  We created a new and unique product (masks) for our clients.  We also offered branded masks for different companies during this pandemic.

iniafrica news: What are and what has been some of the operational challenges that you have encountered so far in this industry and how have you dribbled past them?

Abi Dunmoye: Getting the right people to do the job.  Quality at vivid is serious business. Unfortunately most people hired do not have proper training in the industry, so it puts a lot of pressure on me as the owner to ensure my product does not lose that quality factor.  Hence I made sure every garment’s final stage of production goes through me. 

iniafrica news: Based on your experience, what advice can you give to unemployed youths and many other job seekers concerning entrepreneurship in the fashion industry as a way of creating employment for themselves and others?

Abi Dunmoye: Fashion is big! I will say find your passion and go for it. 

iniafrica news: What are the current challenges happening in your industry or country which is affecting the viability of your business? In that regard, what are the strategies that you are putting in place for you to achieve your goals?

Abi Dunmoye: To develop labour intensive textile and garment industry to create jobs. Now that production prices in China are rising, this is the time for Africa to cease the opportunity to integrate this industry to create decent jobs and increase income.  Fashion in Africa does not lack creativity however, quality, especially in finish and durability is a bit of a challenge. Reason for this is the lack of high level professional skills which is very noticeable in the design of the garment and design of the pattern.  At Vivid, I’ve had the opportunity to transfer my pattern design skills to a few who have worked with me.  They have since started working for themselves which gives me great satisfaction. In the near future I will have a training program for those who wish to enhance their skills.

iniafrica news: Where do you foresee your business in the future and what legacy do you want it to leave on earth? What are the other products and services that you intend to introduce into the market and what is the motivation behind it?

Abi Dunmoye: I would like to offer training to the youth with a passion for fashion but do not have the financial means to pursue it at no cost to them.  I thought this year I would attend a course in shoe making as I’m a sucker for good quality shoes.  This dream is still to be pursued once the pandemic is over. 

The questions in this interview are adapted from the book, The SME HANDBOOK written by Brian Kazungu.