GTCO Fashion Weekend: Consumers, exhibitors recount experiences

It was enthralling, captivating, exciting and immensely business rewarding, as the  GTCO fashion weekend came to an end. The much-anticipated two-day event has come and gone, and memories, experiences linger on.

The annual event organised by the Guaranty Trust Bank had a total of 132 retailers exhibiting lingerie/swimwear, perfumes, skincare, hair products, makeup, men’s clothing, women’s clothing, accessories/jewellery, children’s clothing, luxury fashion and footwear at the GTCenter Oniru, Lagos.

Under the theme, ‘Fashion Is Freedom,’ the event established itself as a powerful platform, celebrating self-expression, identity, innovation, exploring fashion, not merely as art but as a vital instrument of empowerment and economic growth.

One thing that cannot be taken away from this carnival-like fair it’s the atmosphere of relaxation, creativity, colour, freedom, no inhibition and no age bracket. It embraced people of all ages, all eager to express themselves through fashion.

A gaily dressed grandmother of 75 years, Mrs Fumi Olajide, said she had not missed the Fair for four years now. “There is so much positive energy here. It reminds me of my younger days when I was living in the United States. I just love it here, the happy crowd, exhibitions and all.”

 In an interview with the Chief Executive Officer of Glams fashion, Idara Essien, she said she started her brand five years ago and has been struggling to build her customer base, but participating in the 2023 fashion event gave her a big push. “This year is my second year. This event has exposed my brand very fast and increased my customer base. Just within two days, I have sold products worth over N500,000. This is the kind of money I make selling from my shop in Port Harcourt within a month.”

She said the Fair had allowed her to network and forge more collaborations. “Because of the high number of people that throng to the Fair, brands get exposed to a large crowd. The number of people who visited my stall just within two days does not even visit my shop in PH even in two months.”

Hillary Unachukwu, who deals in men’s accessories, was all full of appreciation for the organisers. “This is my first time participating, and it has exposed my brand to thousands of consumers.”

With his shops across major cities in Nigeria, he said he wished other companies could partner with GTCO to stretch the Fair to one week instead of just two days.

On how much sales he made within the two days, “I will not disclose the amount, but we made appreciable sales and will be grateful if God permits us to attend the next one coming up next year.”

Apart from retailers, there were many people who attended for various reasons. Miss Kaima Onu and her group of friends from the University of Lagos said they came just to chill out and view the latest fashion trends.

“It is an avenue for fun without paying, as attendance is free. We just finished our tests, and what better way to relax and network for free if not like this. We were here yesterday and enjoyed the masterclasses and the runway fashion displays.”

Chipping in, her friend Doris Okun, a fashion enthusiast, said that what she enjoyed most in the Fair was the runways, fashion displays, networking, window shopping, and the whole atmosphere includes some of the master classes.

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A grey area with some of the customers was the area of prices. While some brands were pocket-friendly, others were not. A visit to the ‘Purple Pearls Chic’, known for their unique accessories/jewellery, revealed their wares were selling at remarkably affordable prices.

Beautiful high-quality charm bracelets were selling for N7,000 while unique fashion earrings were selling for between N5000-N20,000. The prices could compare with the open markets.

Adaora Eze, with her group of young friends, bought fashionable dressy socks from ‘Socks Ville.ng’ and they insisted the price was good considering the high quality of the socks.

“A pair is N3,000. The socks are so soft and beautifully designed. I bought three pairs. I love complementing my dressing with socks, “said Adaora, who is a medical student at the University of Ibadan, Oyo State.”

Prices at ‘Fabulous By Mide’ were equally pocket-friendly. The beautifully Nigerian handmade bags were selling for N20,000-N30,000. The bags came in all shades and shapes.

However, some shops attached outrageously high prices to their products. A simple pair of female trousers made with Asoke material had a price tag of N130,000 attached to it. These same trousers can be bought from any open market in Nigeria for between N10,000 and N18,000.

Apart from the sales going on inside the venue, traders who set up make-shift stalls along Oniru road and other roads leading to GTCo landmark event centre had a field day.

The event had six inspiring master classes designed to equip aspiring fashion entrepreneurs, spread over the two-day event. Opening the master class on the first day was Bianca Saunders, the London-based designer who was attending the Fair for the second time.

Advising upcoming brands, she said they should not go for loans but start with what they have, if possible, work from home and gradually build up.

“Indulge in collaboration, share ideas and focus on making the best out of what is selling. Use social media and other media to market your brand,” advised Saunders, who disclosed that she returned the second time because of the positive energy she experiences in Nigeria.

Jade Oyateru, co-founder of Trillbende, shared pragmatic insights on driving growth in African retail through innovation and customer-centric business models.

The day’s session was rounded off by Melissa Butler, founder of The Lip Bar, who motivated participants with her remarkable journey from a small start-up to a globally recognised beauty brand.

Though the master classes were six in all, each lasting about an hour, eager fashion enthusiasts patiently queued up to attend the classes and the runway shows. No one was ready to yield their space for fear of missing out on a phenomenal display of talent and creativity that is the true heart of fashion.

One major highlight of the event was the runway show, where designers such as Tongoro Studio, Mmuso Maxwell, Imane Ayissi, Tai Adeola, and others thrilled the crowd.

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