Day 2 Recap: Mbariket Insights: SOURCING at MAGIC Las Vegas | Fashion Trade Show
What’s happening in manufacturing:
China continues to invest heavily and strategically in manufacturing in Ghana, building factories, creating supply chains, and offering private-label services tailored to U.S. buyers. This is positioning Ghana as a more attractive sourcing destination, especially under AGOA.
Africa’s challenge in branding & marketing:
From what I’m seeing, Africa has the talent and production capacity, but branding and marketing remain the weak link. Too often I see generic displays and missed storytelling opportunities. Buyers want more than products. They want compelling narratives, consistent packaging, and confidence that brands can meet U.S. retail standards.
Missed opportunities:
Nigeria, Africa’s largest economy, is notably absent from this year’s show. Without presence and visibility at platforms like MAGIC, African exporters risk losing ground to nations that are showing up, telling their stories, and securing long-term contracts. I also see trade shows being underutilized as opportunities to attract U.S. sales representatives, distributors, and investors. These are the connections that can accelerate entry into global markets, and missing them is a strategic setback.
Another issue is that many African exhibitors want to scale and want investors, but they don’t fully understand what it means to give up equity, nor can they clearly articulate the benefits to investors. This lack of clarity makes it difficult to secure the kind of serious backing that can take them to the next level.
The U.S. buyer’s perspective:
From my conversations here, buyers are looking for reliability, speed, low MOQs, compliance, and strong branding. The ones who stand out are not necessarily the cheapest manufacturers but the ones who package and present themselves as global brands ready for U.S. customers.
Mbariket | 10x U.S.—Nigeria Exports
Scaling to $100M in export revenue by 2028
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