Wednesday, August 13, 2014

Jumia attends Africa Fashion Week London

Africa’s leading online retailer shows its support for talented African designers.

London, England, 12th August 2014 – Africa Fashion Week London 2014 took place on the 8th and 9th of August at Olympia London and showcased contemporary African fashion from a range of designers from across the continent. It is the biggest African event of its kind in Europe, and aims to give a global platform to both established and upcoming African designers.

AFWL was founded in 2011 by Ronke Ademiluyi and now attracts tens of thousands of visitors. This year, Nigerian supermodel, actress and television presenter Fumi Desalu-Vold, who has modelled in the fashion capitals Milan, New York, London and Paris. Attended the show. The brand RAAAH chose AFWL as the place to launch their new collection, and the ije Shop models entertained the audience by giving out tropical fruit from the runway.

The event was also attended by a representative from Africa’s largest e-commerce store Jumia, which is currently active in 7 countries and aims to play a leading role in bringing the latest trends to African consumers. Access to physical retail outlets on the continent can often be difficult, which is where Jumia steps in: customers can order online from the comfort of their homes and have products delivered directly to them. In addition, the company aims to support and give a platform to local talent, and has agreed partnerships with numerous African designers.

Online media and the internet played a big part at this year’s AFWL, with many bloggers attending and giving live updates on the event to their hundreds of thousands of followers. These included beauty and fashion blogger lizlizlive, Bisa Nation, and makeup artist and creative director Chanel Boateng. Social media is a highly effective way of connecting instantaneously with people all over the world, and will only become more important in future as access to the Internet continues to grow. Capitalising on this, the Jumia teams in Kenya, Ivory Coast and Morocco sent out live Twitter and Instagram updates to their followers throughout the event, including photographs and information about the designs on the runway.


JUMIA is Africa’s leading online shopping destination, allowing customers across the continent to shop amongst the widest assortment of high quality products at affordable prices. JUMIA was the first African company to win an award at the World Online Retail Awards 2013 in Paris as the “Best New Retail Launch” of the year.

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