Africa is brimming with creative talent and home to over 100,000 fashion businesses—yet, not a single African fashion brand has reached unicorn status. The problem isn’t the lack of skill or ambition. According to Damilare Atinsola, founder and principal consultant at Dom Mieru, the real challenge is branding.
During a recent appearance on Television Continental (TVC) on April 22, Atinsola delivered a bold message: Nigeria’s fashion industry is suffering from a deep-seated branding crisis, and it’s time to take action.
“Plagiarism has eaten deep into our culture, and we see the consequences in fashion,” Atinsola stated. “It not only stifles creativity but also distorts how we are perceived.”
Beyond Logos and Aesthetics
Atinsola explained that in Nigeria, branding is often misunderstood—reduced to flashy logos, trendy packaging, or a well-curated Instagram feed. But true branding, he stressed, is about clarity of purpose: knowing your audience, shaping perception, and building authentic emotional connections with customers.
Most Nigerian fashion entrepreneurs lack a brand strategy. Content is created without direction, often mimicking trends or competitors. This results in a saturated market full of lookalike brands that fail to stand out.
“You can have high-quality visuals and great products, but without a defined brand essence, you won’t convert attention into loyalty or sales,” he noted.
The Missing Link: Structure & Strategy
While creativity thrives, the business side of fashion is often neglected. Many brands operate on sheer hustle, with little attention to corporate structure, brand storytelling, or strategic growth.
Atinsola compared this to established global fashion houses like Hermès, whose brand is built on heritage, craftsmanship, and exclusivity. The strength of the Hermès brand is so profound that it eliminates the need for flashy advertising—its name speaks volumes on its own.
“Branding isn’t about looking good. It’s about standing for something. It’s about having a point of view,” he said.
“Sales don’t just happen—they come from clarity, structure, and emotional resonance. Nigerian fashion brands need to go deeper than surface aesthetics. They need to start telling meaningful stories.”
Building Africa’s Fashion Unicorns
Dom Mieru is on a mission to transform the fashion landscape in Africa. The company offers a unique blend of strategic consulting, manufacturing support, and operational guidance—all designed to help fashion brands grow beyond the hustle and become scalable, structured businesses.
With this bold approach, Dom Mieru aims to build Africa’s first fashion unicorns—one purposeful brand at a time.
About Dom Mieru
Dom Mieru is a visionary fashion management and manufacturing company based in Nigeria. Focused on turning African fashion businesses into globally recognized brands, Dom Mieru offers expert guidance in strategy, structure, and operational excellence to help creatives scale sustainably.
