The Chief Executive Officer of Rahila Couture, Rahila Ogunsanwo, has urged emerging fashion entrepreneurs to identify their niche, remain consistent and build their businesses gradually rather than seeking large amounts of capital at the outset.
Ogunsanwo gave the advice while speaking on the SME segment of Trade FM’s Breakfast Business Briefing, where she discussed her 15-year journey in the fashion industry, the evolution of Rahila Couture and her decision to specialise in linen fashion.
She said her entry into the fashion business was initially driven by passion, but profitability eventually became necessary to sustain the enterprise.
According to her, she returned to the passion-driven aspect of her business after discovering her strong interest in linen, which she described as the material she wanted Rahila Couture to be identified with.
Ogunsanwo said she had worked across different areas of fashion, including bridal, couture and corporate wear, before deciding that establishing a clear identity was more important than simply offering every type of fashion service.
She explained that her decision to specialise in linen was driven by her preference for natural materials and the ability of linen to combine a rustic appearance with luxury.
The fashion entrepreneur said linen also offered advantages such as breathability, sustainability and biodegradability, making it particularly suitable for Nigeria’s climate.
She, however, noted that the business faces significant challenges because linen is not locally produced in Nigeria, leaving fashion designers dependent on imports.
Ogunsanwo identified import duties, levies, logistics costs, high operating expenses, electricity challenges and limited access to finance as some of the major difficulties confronting fashion entrepreneurs.
She added that inconsistent access to imported linen also affects production, as designers may not always be able to obtain the same fabric when they need to restock.
“Because it costs a lot of money, we can’t import so much. We only can produce as much as we can afford at that time,” she said.
The Rahila Couture CEO also called for greater financial support for fashion entrepreneurs, noting that accessing government loans and other forms of financial enablement remains difficult.
On competition in the digital space, Ogunsanwo advised small and growing fashion brands to establish a distinct identity rather than trying to replicate what is already popular.
She said entrepreneurs should find their niche, remain committed to it and ensure that it aligns with their long-term purpose.
Ogunsanwo acknowledged that remaining committed to a niche can be challenging, particularly when customers request products outside a brand’s area of specialisation.
She said her decision to focus on linen has required her to turn down requests to reproduce designs in other fabrics, but maintained that consistency was necessary to establish a recognisable brand identity.
She also highlighted the importance of social media in building an audience for Rahila Couture’s linen business.
According to her, while social media has helped the brand attract what she described as a “linen family” and create awareness, she has also had to engage in grassroots education by explaining the benefits and value of linen to prospective customers.
She said the company’s physical store complements its online presence by allowing customers to see and feel the fabric and better understand its characteristics.
Ogunsanwo further noted that changing consumer preferences are creating opportunities for linen fashion, particularly as customers increasingly seek clothing that reflects how they want to feel.
She said Rahila Couture is working to give linen a younger and fresher appeal, moving it beyond its traditional association with beachwear and older consumers.
The entrepreneur also expressed optimism about the future of local linen production in Nigeria.
She disclosed that one of her long-term ambitions is for Rahila Couture to eventually produce linen fabric in Nigeria, arguing that local production could reduce costs, improve availability and encourage more fashion designers to adopt the material.
Ogunsanwo said she also hopes to establish a system for importing linen in larger and more consistent quantities in the short term, before eventually moving towards local production.
She projected that Rahila Couture linen could become a household brand with a global reach, irrespective of customers’ social class, religion or geographical location.
Assessing Nigeria’s fashion industry, Ogunsanwo described its growth as encouraging, noting that Nigerian designers have increasingly attracted international customers and built brands capable of competing beyond the domestic market.
She, however, called for greater originality within the industry, warning against excessive imitation among designers.
According to her, fashion entrepreneurs should explore less-developed areas of the industry, including costume design and specialised clothing lines, rather than concentrating on trends such as corsets and beading.
She also advocated for fashion designers to consider clothing for different stages of life, including newborns and funerals, as part of efforts to expand the scope of the industry.
On what it takes to survive in the fashion business, Ogunsanwo stressed the importance of passion, patience and starting small.
She said many people are entering the fashion industry primarily because they see it as a profitable market, without adequately understanding the challenges involved.
The entrepreneur advised aspiring designers not to wait until they have substantial capital before starting.
She said an entrepreneur could begin with a single sewing machine and a small quantity of fabric, use creativity to produce quality pieces, photograph the products professionally, promote them online and gradually build the business.
Ogunsanwo added that persistence and faith were also important in the process of growing a fashion enterprise.
She said her ultimate ambition for Rahila Couture is for the brand to be recognised as one of the companies that revived and repositioned linen fashion in Nigeria.
Her immediate priority, she explained, is to improve access to quality linen through consistent importation, while her longer-term objective is to contribute to the production of linen in Nigeria.
