Every business has their gospel by which they run their businesses. Nigeria’s foremost streetwear fashion brand, Rooomxix founded by the trio of Adeyefa Olugbenga Peter, Hanu Fejiro Agbodje and Fortune Spurgeon, is no exception. The company, established in 2018 is poised to take the streetwear wave or culture from the underground to the mainstream fashion space.
Speaking on the success story of the brand and the tactics employed and deployed to be a premium brand, the Chief Executive Officer of the company, Gbenga Adeyefa reels out the winning formula.
“This came down to the marketing methods we use in preaching our gospel to our customers,” he began. We didn’t go the normal route most businesses we compete with would use, instead we went an abstract route of creating partnerships with style conscious public figures in our industry whose style fits the brand identity and direction and have them represent the brand on their various platforms. Aside from this , we made it a mission to have the best in store for our customer experience .
“Our stores are one of the biggest and if not the biggest and most aesthetic fashion stores within the states they operate and they are located in premium environments within the states. We also offer top notch quality fashion pieces with appealing variations to match the needs of our target audience at affordable prices . And to add to this, we have a fully functional website for our customers who can’t visit the stores and would prefer to shop online with fast and very low cost delivery rates,” he added.
He listed some factors which form their unique selling points which include in-store and online shopping experience, low rate delivery, speedy delivery, product offering and trend led. Rooomxix is tapping in to the boom in the fashion industry, using streetwear approach as its calling card.
At Rooomxix, our primary product line is street wear retail. We house a variety of brands, locally and internationally in our flagship stores and online stores. With the intention of bridging the gap between both markets, our product line is dedicated to promoting self expression and self
awareness in fashion-conscious people,” Adeyefa stated with enthusiasm.
The business of fashion is more than big; it’s the biggest of the big.
With a global market value of $759.5 billion in 2021, apparel, accessories, and footwear are the number one e-commerce sector in the world.
Over the next five years, online fashion’s 7.18% compounded annual growth rate will put the industry at +$1.0 trillion.
Fueling this growth are two factors: penetration rates — as defined by “the share of active paying customers” — and e-commerce’s share of retail fashion.
Estimates project an overall increase in e-commerce penetration from 46.6% this year to 60.32% by 2024.