BY NELIWE NGUBANE
EZULWINI — A talented designer may have the perfect sketch, but without access to markets, finance and business knowledge, that creativity can struggle to leave the drawing board.
This was the message from MSME Director Mluleki Dlamini, who urged emerging designers to combine creativity with business strategy to turn fashion talent into sustainable enterprises.
Dlamini was speaking during the IP RUNWAY: THE BUSINESS OF FASHION, FURNITURE & ART, held at The Royal Villas today, where he unpacked business opportunities available to emerging designers and strategies they can use to access them.
MSME stands for Micro, Small and Medium Enterprises, which play an important role in creating employment, encouraging entrepreneurship and contributing to economic growth.
Speaking on the opportunity landscape, Dlamini said emerging designers are positioned at the intersection of creativity and entrepreneurship, with opportunities available both locally and internationally.
He identified several avenues designers can explore:
- Local markets seeking fresh and authentic designs.
- Digital platforms that allow designers to reach customers beyond geographical borders.
- Collaborations with established brands and influencers.
- Export opportunities through trade fairs and agreements such as the African Continental Free Trade Area (AfCFTA) and the African Growth and Opportunity Act (AGOA).
- Corporate clients requiring uniforms, branded clothing and event attire.
TURNING OPPORTUNITIES INTO BUSINESS
Dlamini encouraged designers to network strategically by attending expos, fashion weeks and business forums, while also building their skills through incubators, accelerators and training programmes.
He further encouraged emerging creatives to explore different financing options, including MSME grants, microfinance and crowdfunding.
Innovation, he said, should also form part of a designer’s business strategy, particularly through sustainability, digital tools and cultural heritage.
Dlamini acknowledged that emerging designers face challenges such as limited capital, restricted market access and skills gaps. However, he said these challenges can be addressed through practical business strategies.
He urged designers to:
- Start lean, reinvest profits and grow steadily.
- Differentiate their brands through storytelling and branding.
- Develop business management and digital marketing skills.
- Focus on originality and craftsmanship.
FROM ESWATINI TO THE WORLD
Drawing inspiration from African designers such as Thebe Magugu and Maxhosa Africa, Dlamini said African heritage could be transformed into globally competitive fashion.
He noted that designers in Eswatini are also beginning to enter regional markets, demonstrating that persistence, creativity and business knowledge can open doors beyond the country.
Dlamini called on designers to become more business-minded while urging stakeholders to provide platforms, financing and mentorship.
“Creativity must meet strategy. Be bold, be innovative, and be business-minded,” Dlamini said.
He said emerging designers should not only be viewed as the future of fashion, but also as potential drivers of enterprise, employment, identity and economic growth.
The presentation positioned fashion as more than an artistic industry, highlighting its potential to become a sustainable business sector when creativity is supported by access to finance, markets, skills, networks and policy opportunities.
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