Ezreen Benissan
Journalist and Consultant at Freelance
Covering the business of fashion and beauty in Africa✍🏾 Words: BoF, Vogue Business, ELLE UK and more
Articles
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5 days ago |
businessoffashion.com | Ezreen Benissan
In 2013, the remit clients gave to Bola Balogun, the founder of Nigeria-based PR agency Glam Brand Networks, was usually small. “[Brands] were just doing adverts at the mall or inside of Essenza [a beauty retailer in Nigeria],” recalled Balogun. “Nobody was connecting to the audience on an international level.” Now, that’s all changing.
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1 month ago |
africareimagined.substack.com | Ezreen Benissan
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2 months ago |
businessoffashion.com | Ezreen Benissan
Over the past decade, a handful of African multi-brand stores have cemented their position as go-to destinations for luxury. From Alara and Temple Muse in Lagos, to Apsley and Merchants On Long in Cape Town, well-known stores have become key brand partners on the continent. But beyond the swish boutiques of Nigeria and South Africa — sub-Saharan Africa’s two largest economies — a new wave of retailers is taking advantage of luxury’s limited footprint.
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2 months ago |
africareimagined.substack.com | Ezreen Benissan
Welcome back to Africa Reimagined! Since I embarked on this journey to better understand African consumers, I’ve thought long and hard about those international brands that expanded their retail footprint into Africa. For many, the expansion is short-lived, while others struggle to build momentum in the market. A common theme among these brands is that their strategies often fail to ignite consumers, with businesses less willing to take risks.
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Jan 27, 2025 |
essence.com | Ezreen Benissan
Lagos Space Programme Music has always played a vital role in Adeju Thompson’s life, and this collection is an ode to just that. Titled “Rock n Roll,” this collection not only celebrates music but also pays tribute to punk-rock fans across the African continent, particularly in Nigeria, where the genre has seen a resurgence over the past few years.
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General consensus is no. Fenty Africa wasn’t as disruptive as people thought it was going to be. I unpacked their strategy in last week’s newsletter: https://t.co/6AF1MQ15p9 https://t.co/RX4YddEl4y
Puma’s Big Bet On AFCON. Last week, Puma unveiled the new Home and Away kits for five African nations ahead of AFCON 2025. I unpacked how the sports giant is winning over football fans and tapping into Africa’s vibrant football culture. https://t.co/kZL1guKIEB https://t.co/ascd6mXOMB
Meet Ejiro Amos Tafiri the designer behind her eponymous label who is selling luxury silk dresses and Kaftans to Africa's rich and famous. https://t.co/TBYIxSn0Fy https://t.co/FxJeNj2JvF