WOLKITE UNIVERSITY

COLLEGE OF ENGINEERING AND TCHNOLOGY

DEPARTMENT OF GARMENTENGINEERING

COURSE: MARKETING

TITLE: ABOUT ETHIOPIAN DESIGNER

GROUP 3 MEMBER’S ID.NO

1. ABRHAM MEKETE 054/11

2. UMAR NURU 828/11

3. TALIAN GETNET 770/11

4. SINTAYEHU BIYAZN 749/11

5. LIDYA MULYE 536/11

6. ADDISU TSEHAYE 1106462

SUBMITTED TO: MR. MILLION

SUBMISSION DATE: 24/05/2015

Contents page
Introduction about yefikir design ................................................................................................................. 1
Basic Product type ........................................................................................................................................ 3
Product promotion and strategy .................................................................................................................. 4
Segmentation ................................................................................................................................................ 6
Yefikir design product category ................................................................................................................ 6
Positioning ................................................................................................................................................ 6
Strategy mode of the company .................................................................................................................... 7
The interview with the designer (Yefikir).................................................................................................. 8
Strength of yefikir design ............................................................................................................................ 11
Weakness .................................................................................................................................................... 12
Developing of marketing strategy for Yefikir Design Company .................................................................. 12
How to Develop a Marketing Strategy ............................................................................................... 13
Marketing Mix – The 4 Ps of Marketing ............................................................................................ 14
Reference .................................................................................................................................................... 17

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Introduction about yefikir design

A trained psychologist, nonetheless, Fikirte’s life journey turned into the fashion world to become one of
the most exciting and dynamic young fashion designers of Ethiopia who has earned the respect of the
fashion world; she has won origin Africa designer showcase 2011 and has shown her works all over the
world including Addis, South Africa, Lagos, New York, Paris and Prague. By participating in several
international fashion arenas, Fikirte exposes Ethiopian fabrics for their sophistication, colorfulness and
uniqueness.

Fikirte started designing in high school enjoying the freedom of creating and experimenting with different
designs and fabrics. This hobby and passion eventually developed and turned into opening her own label,
“Yefikir Design” to mean, the Love Design, in 2009. Fikirte works with the hand woven Ethiopian textiles
that are abundantly and richly produced within the country. The fabrics made in various parts of Ethiopia
where weaving is widely practiced are of finer aesthetics and quality. Fikirte is mainly known for turning
this fabric into tailored made and fashionable designs without losing its cultural touch for the modern day
women. The main fabrics used in all her designs are handmade cotton and the designs are to give comfort
with style. She designs from casual to wedding dresses mainly for women.

Fikirte gets her inspiration from the authentic and beautiful Ethiopian culture that always has a unique story
to tell and she tailors it to fit the today thought and way of being. “Because I am part of the today world, I

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feel that I am grounded and guided by the beautiful culture and tradition and my journey of finding my
balance are the concepts you see in the designs” says Fikirte.

As a psychologist working with children, her other passion, she manages to integrate the two professions
to reach out to disadvantaged kids in Ethiopia. Fikirte was the first young fashion designer that AWiB
strives to bring out to the Ethiopian public along with the Women of Excellence AWiB celebrates every
year. This platform, created with the idea of exposing young and upcoming designers to the Ethiopian
community, no less has opened door to this young designer’s success within our community.

Fikirte has earned BA and MA in Educational Psychology from Addis Ababa University

Fikirte Addis, creates cultural everyday wear. She started designing in high school, enjoying the freedom
of creating and experimenting with different designs and fabrics. It evolved into a brand, Yefikir Design in
2009. Since then, Yefikir has participated in different fashion events in Addis Abeba, including Hub of
Africa Fashion Week, in New York, Paris, Prague, Mauritius and other cites of fashion. As a designer and
Psychologist she creates awareness in issues such as child labor by participating in various fundraising
fashion shows. Her approach is therefore the epitome of social entrepreneurship in sustainable development.
In this exclusive interview with FORTUNE’S DEPUTY EDITOR-IN-CHIEF, SAMRAWIT TASSEW,
Fikirte Addis helps to welcome the New Year by sharing her story and upcoming fashion exploits, while
keeping the status of Ethiopia’s children and environment in mind.

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Basic Product type

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 Figure 1 product type

Product promotion and strategy

Fikirte is founder and general manager of yefikir design. She focuses on designing and manufacturing
traditional Ethiopian fashion, alongside working as a set designer for photoshoots, theaters and other shows,
music, video and albums. Apart from her retail clients, she is a permanent designer for artists like kuku
sebsibe, Danayit Mekibib, Betty G and others. She works with influencers, models, producers, musicians,
advertisers and many other who want her fashion products.

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Establishing an online marketing system is an immediate plan. With that want to see Yefikir being a
world class brand followed brand globally.
For the sector she want Ethiopia’s fashion industry to be a model in ethical and eco-friendly production in
the world – creating a whole rounded fair trade value chain for the Habesha libse [traditional clothing]
production.

A lot of people are wants to get similar clothes worn by artists, such iconic people are greatly influencing
consumers through social media, and digital marketing is very influential now. Immediately after a new
design or pieces of fashion is posted, sales grow significantly.

The inclination of popular people and public figures towards wearing local and authenticate fashion design,
coupled with their activities on social media, is creating a huge market for designers, says fikirte.

Exposure is the key in building brand awareness

A fashion business has many option of exposure. Participating in fashion week both locally and abroad
(Caribbean fashion weak) tell us how to exposure impacted.

 The first thing was getting international exposure and finding out that there is a huge potential
market and fashion appetite for traditional Ethiopian cloths. So getting in to that network of
designers and other professionals in my line of work is valuable.
 Secondly it gave as the opportunity to give the best of Ethiopia to the rest of the world.
 Thirdly it gave a great learning experience of different culture, new way of working both as a
designer and business

Figure 2 female cultural cloth and its inspiration

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Segmentation
A company’s target market falls into different segments. The company can identify the segments and use
its market data to categorize customers based on their needs. The segments created should comprise
customers who share the same interests, needs, or live in the same locations, and who will respond similarly
to the marketing strategies of the company.By grouping customers into smaller segments, the company can
utilize their time and money more efficiently rather than running marketing campaigns targeting each
customer individually. Also, if a specific segment responds more positively than other segments, the
company can prioritize its resources better to maximize results.

Yefikir design product category

Yefikir design product categories based on prices are in to three groups, the first groups are traditional
handwoven cotton cloth with hand embroidery cost between ETB 40,000 and 100,000.the second is without
embroidery piece range from ETB 15,000 to 40,000 and the third is that normal tops made of traditional
fabrics are priced between ETB 700 to 1,500 for customers made orders, discounts are given for bulk orders.

Fikirte also produces clothes from produce clothes from recycled cotton. Other similar traditional Ethiopian
cloth designers charge to ETB 200,000 for handwoven garment with hand embroidering. The designer is
currently shifting her business model from made to order to ready to wear collection.

Positioning

Positioning is the final stage of the segmentation, targeting, and positioning process, and it focuses on
gaining a competitive advantage in the market over the competitor’s products. The company must assess
its competitive advantage in the segment and plan how to position itself as the most attractive option in the
mind of the consumer.

Overall, positioning should provide better value to consumers than competitors, and communicate the
product’s uniqueness in an effective way to the end consumer.

Her love for designing grew from a hobby to opening her own design line ‘Yefeker Design’ in 2009. Since
then, she has worked on many designs for different occasions. She has organized different fashion shows
here in the country. She is also known for different fashion shows she organized and participated for
fundraising for children in need and campaigning for Child-Labor Conscious fashion

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Strategy mode of the company
Fikirte says traditional handwoven clothes-habesha libs and tilf are on the brink of extinction so she design,
recognize and striving to save it.by

 Print traditional garment

 They are overtaking the traditional hand craft –shimena (this creates job for weavers –shemane)
 Yefikir uses local talent, local wisdom and indigenous touches, a production system embedded in
the society. This shows how sophisticated Ethiopian society was and is now. Through this we, as
Yefikir feel like we are telling a story of unique people. Whatever we do reaches and continues
with our clients.
 She get inspiration from the authentic and beautiful Ethiopian culture that always has a unique story
to tell and we tailor it to fit the today thought and way of being. Because I am part of the today
world, I feel that I am grounded and guided by the beautiful culture and tradition and my journey
of finding my balance are the concepts you see in the designs. Ethiopian fabrics are well known for
their sophistication, colorfulness and uniqueness. Yefikir Design is mainly known for turning this
fabric into tailored made and fashionable designs without losing its cultural touch for the modern
day women. It is important for me not to lose the connection I have to my culture, just giving it a
modern twist and bringing it to the international fashion arena. The main fabrics used in all my
designs are handmade cotton and the designs are to give comfort with style. Fikirte gets her
inspiration from the Ethiopian culture and vibrant environment to reflect the everyday life of the
people. Also work with the hand woven Ethiopian textile that are abundantly and richly produced
within the country. Still not denying that it does need quite a bite of development. The fabrics made
in various parts of Ethiopia where weaving is widely practiced are finer aesthetic and quality. While
there is still room for improvement when it comes to technology and infrastructure, the support and
attention from the government is encouraging. I had the opportunity of participating in the “WE
ARE AFRICA FASHION SPECTACULAR” organized by South Africa Art and Culture
Department last May and I was very amazed at how African countries Government’s involve and
support their fashion industries. Also, the African fashion week is doing an amazing job in terms
of creating opportunities for African designers to work and grow together.

The inspiration of fikirte was traditional cultural and vibrant environment to reflect the everyday life the
people by taking local hand weaving cotton fabrics in to tailor made and fashionable design without losing
cultural touches these has to advantages such

 To preserve the cultural clothes in the modern ways by adding embroidery

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  Vast chances for hand weavers work.

Yefikir has advocating for child labor free products for a while now. And recently, together with the fashion
designers association and ministry of social and labor affaires, the progress to establish safe thread
certification is almost completed.

The interview with the designer (Yefikir)

Fortune: I want us to start by talking about the New Year. Connect the New Year with the traditional
clothes designing business.
Fikirte Addis: Our business is highly seasonal, so around holidays and festive seasons, like the wedding
season is the best time for us – peak season for our business. We are happy it gets us closer with our
customers in higher number. We do not see it as pressure but as an advantage. But it is true we are limited
and at times forced to reject some requests.
It gives a special meaning when people choose to wear your dresses on special days, New Year, weddings
and other important events. I, Yefikir, feel like I am celebrating New Year with all my customers who are
wearing my dresses. Contributing to ones’ good spirit and looks and comfort is a blessing for us. I want to
thank all my customers for giving me such a privilege.
This New Year specifically I am looking forward to my African designers Summer-Spring runway New
York fashion show on September 11th. My theme and inspiration is Lalibela. I cannot wait to see it. We
will have the same runway show in Addis Abeba in October with the Hub of Africa fashion show. So the
New Year I guess comes with opportunities for more visibility in the global sphere – visibility for me and
Ethiopia.
Q1: So fashion and culture – the taste for cultural/traditional clothes is raised. Some though are cynical
about the modern/contemporary touch you give it through your design, saying it erodes tradition and
culture – what do you say.

With fashion we actually do something new inspired by the culture, nature, politics, social and economic
settings – our surroundings. In a way there is a difference but yet I can say we are talking about the same
thing. I think culture is something that we have [developed] over a long time and it has been part of the
norms of the society. It had, of course, been once a fashion and then lasted longer.
We respect and try to preserve culture and we need to understand and document it. As Yefikir that is one
of my missions. But at the sometime being inspired and creating something new is what fashion is all
about. And along the way these designs will be part of the culture, dynamics is all that is behind this. The
60s, the 70s and all, is about time and documentation. We can always use them if we document. If you

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look into our collection you find the reflection of this dilemma.
Q2. Who are your clients, who do you cater for?
People who actually can and want to identify themselves, their culture, and stand unique in the crowd
usually come to us. Those people who want to stay Ethiopian with a contemporary touch, we try to go in
between.
Age wise we usually cater for people around 18-50, this is just the average. Women and children make up
the bigger customer base. But when we cater for occasions. We cater the whole set for a wedding, where
men, the groom and his best men come into play.
Q3. Does that mean designing for men is much more difficult than designing for women?
In terms of design not really, but in terms of material production Yes.
Q4. In your industry, we are talking about hand-made, custom-made garments, which in the international
fashion industry means very expensive and are considered a luxury, just for those who can afford them.
Does the price resonate with those terms here, locally?
Internationally hand-made clothes and items are very expensive. The details and production are so
cumbersome calling for higher prices. So here in Ethiopia too they are relatively expensive, but not
comparable to the international recognition and price.
Q5. Does it pay then?
I can say the business is growing. The major constraint in the current situation is that we do not have a
production base. The majority of the supply is order based, which makes mass production impossible.
And if the industry has to depend on these hard to get inputs, it will always remain expensive. Little
production means high price. But we can survive and I see some change in the near future. We should
really invest in strengthening the value-chain without the weavers’ bigger capacity we will remain to be
small and expensive. And with all due respect I do not think our customers really understand. We are
asked to provide haute couture hand-made products for a ready to wear price.
Q6. What is the range of price in your business and the industry?
It depends. The range for couture custom-made products is 14-25 thousand birr. Q. How do you see the
system for designers? We have had a handful of designers in the last 40-50 years as a formal sector, and
from the event on Saturday September 6, I see numbers within the Fashion Designers Association (FDA)
growing – close to 60 members. Why is this happening?
I say it is the best time to join the sector. Anyone with the passion should join the sector now. There is
support from the system. Priority is given to the textile and leather industries – incentives like export
facilities, duty free machine importation. But the support comes in a fragmented way. I believe FDA is
trying to play a role in making the sector friendlier. The awareness has been created and people have
started to see the sector seriously. This is evidenced by the number of young people who come to my

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office asking for internships – free service. The support also comes from our customers, who really pay so
much money for the designer made dresses.
Now is the time for the industry to sprint out, and flourish and it has begun. The growth however needs to
be structured to be efficient. The association is working in many aspects; economic, cultural values but
ethical productions, eco-friendliness and child labor free system, and fairness should and is the priority
now. I am happy that it has started to grow in a comprehensive manner.
Q7. How did you get here?
I am always amazed about this. I can say I was a designer before I knew it. Now I look back, I realize my
mom knew the designer in me before I did. She always allowed me to destroy clothes – patch here and
there, despite every family member’s complaint about the damage. Sketching and changing new clothes
to my taste started later when I was in high school. When I was in university in parallel I went to
designing school. It was a journey that never stopped. It was all passion and a sort of hobby.
In 2009, I joined an NGO as a counsellor for street children. I did not see real change in what I did and
started asking deeper questions like what change and development are all about? Working there I saw
how dependency and poverty were perpetuated. I reverted to business as a way creating sustainable
change. Entrepreneurship and employment can really make a difference. I was contemplating.
Having my first born in the next year put a huge responsibility on my hands. I got the last shot. I needed
to manage my own time, to be a mom. All this led me to who I am today; yearn for my passion, higher
purpose and motherhood. All created Yefikir.
Q8. I see another balance in you than the mother-profession balance you tried to strike. The psychologist
and the designer are they connected?
I see the harmony in me. Psychology really helped in understanding people which is basic in business and
management. But it gave me some other paradigm of understanding or creating my designs, colour and
flow. It is connected in me.
Q9. I see your business as a bridge between two sectors, the informal and formal? How does that affect
you?
This has been so tough on me and the business. VAT registered company doing business with weavers in
remote rural parts of the country like Chencha is a challenge. The gap in the business aspect is much
bigger than the physical distance. The situation is the same as the meat market controversy. Regulations,
formalities, bureaucracy – very difficult.

 Generally Yefikir design has their own strategies and there strength and weakness. The strengths
are mostly they have a consistency of cultural inspiration with a modern styles and know there the
major follower for convincing other by the influence of them. For example yefikir cultural clothes

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 like Danayt Mekibib, Beti G etc. are worn by artists and popular persons at that tie the other
customer will have intension for getting that clothes, these is one of the wise use of Yefikir.
Yefikir has weakness like designs from casual to wedding dresses mainly for women.

Strength of yefikir design

Recently, Fikirte has won a design competition at Origin Africa Fiber to Fashion 2011 held in Mauritius
16-18 March. The main criterion for the competition was comfort and practicality which we complain our
traditional cloth lacks.

The competition was part of the two-day symposium and designer show that brought together designers,
manufacturers and buyers to the symposium. Agenda items included Green/Eco-friendly, manufacturing
practice, new product development and integrating design and market. The event was the initiative of
USAID.

The competition required designers to create compelling designs for the Africa of yesterday, today and
tomorrow. 12 African countries were represented by their top designers. Fikirte presented 8 designs which
she said were made purely from handmade Ethiopian traditional fabrics.

“I don’t want my designs to lose their traditional touch. I want everyone to recognize them as Ethiopian
wherever they are seen. At the same time, I do my best to make them comfortable and easy so that they can
suit the modern women. My greatest challenge while designing is finding this balance” Fikirte said at a
press conference held at USAID office in Addis Ababa this week on Tuesday. Participant countries
included Uganda, Kenya, Tanzania, Malawi, Zambia, Cameroon, Ghana, Nigeria and Madagascar.

As the winner of the Designer Show Case, Fikirte will be attending Africa Fashion Week in New York.

Certainly, her designs were found to create this balance. After a tough competition the panel of judges that
included Ms. Karalynn Srouse, Vice President of MAGIC International, the world’s largest apparel trade
show, and Mr. Jack Kipling, head of the Export Council for the Closing Industry, South Africa, selected
her as a winner in the professional designer category, in particular for her practical, simple and creative use
of fabrics.

As a designer she creates awareness in various sensitive issues regarding children such as child labor by
establishing many socially responsible production systems like child labor free products, ensuring fair
payments and also creating job opportunities for mothers. Fikirte gives back to the community by
participating in various fundraising activities using fashion show as a tool.

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  Participating in the fashion weak helps her good promoting for the traditional clothes especially in
abroad fashion weak (Hub of Africa Fashion Week, in New York, Paris, Prague, Mauritius and
other cites of fashion).
 In the word of fashion focused ZEN MEGAZINE, “Designer Fikirte Addis is taking the fashion
world by storm. Her 2013 collection timeless girl, Modern world shining bright this summer”.

 Establishing an online marketing system is an immediate plan. With that want to see Yefikir
being a world class brand followed brand globally.
For the sector she want Ethiopia’s fashion industry to be a model in ethical and eco-friendly
production in the world – creating a whole rounded fair trade value chain for the Habesha libse
[traditional clothing] production.

 A lot of people are wants to get similar clothes worn by artists, such iconic people are greatly
influencing consumers through social media, and digital marketing is very influential now.
Immediately after a new design or pieces of fashion is posted, sales grow significantly.

Weakness
 Her promotion is less she was not use special advertising like TV,
 The business is really picking up and requests from men are increasing. Some of our recent
collection for men was really successful. So expanding the men’s wear is in the business plan. But
I can say it needs some more preparation. It needs a unique texture and special fabrics. Our hand
woven fabrics are usually loose and weak weave due to the small number of counts. So catering
for men in higher number demands creativity in changing the fabric into stronger ones. It is not
only about design it needs special weaving too.

 For most of us Ethiopian s here and abroad, our traditional cloth is beautiful and attractive but not
practical and comfortable for day-to-today activities. If we have one, we prefer to save
it for national holidays and special occasions. The main reason for this is its color, which is mostly
white, and its style.

Developing of marketing strategy for Yefikir Design Company

A marketing strategy refers to a long-term plan formulated by a business to achieve specific organizational
objectives. The plan details how the business will reach its target market, and the exact process it will follow
to turn potential customers into actual consumers of the company’s products and services.

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How to Develop a Marketing Strategy

When creating a marketing strategy, it is important to choose the specific actions that the organization will
focus on to increase sales. A good marketing strategy should align itself to these elements:

Segmentation

A company’s target market falls into different segments. The company can identify the segments and use
its market data to categorize customers based on their needs. The segments created should comprise
customers who share the same interests, needs, or live in the same locations, and who will respond similarly
to the marketing strategies of the company.

By grouping customers into smaller segments, the company can utilize their time and money more
efficiently rather than running marketing campaigns targeting each customer individually. Also, if a
specific segment responds more positively than other segments, the company can prioritize its resources
better to maximize results.

Targeting and Positioning

Targeting involves identifying the most attractive segments in the target market and planning the marketing
activities to make the segment appealing. The segment selected should be the most profitable for the
business. The products or services offered to the segment should meet the needs and expectations of the
customers in the target segment.

Positioning is the final stage of the segmentation, targeting, and positioning process, and it focuses on
gaining a competitive advantage in the market over the competitor’s products. The company must assess
its competitive advantage in the segment and plan how to position itself as the most attractive option in the
mind of the consumer. Overall, positioning should provide better value to consumers than competitors, and
communicate the product’s uniqueness in an effective way to the end consumer.

Promotional Tactics

Promotional tactics are activities that direct how an organization promotes products or services. It is the
process that companies use to make sure that the target segment is aware of the product or service, and how
the product offered can meet their needs.

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Using the best promotional tactics can help a company utilize its scarce financial resources efficiently.
Promotional tactics may include activities such as distributing promotional products, TV and broadcast
advertising, social media communication, public relations campaigns, exhibitions, etc.

Monitoring, Assessment, and Evaluation

Once the organization’s developed a marketing strategy and rolled it out, it should monitor and evaluate it
to determine how well it is performing, and whether the desired outcomes are being achieved.

Strategy evaluation should be an ongoing process – rather than a one-time process. It should help the
management make changes to the current marketing strategy and understand how to structure future
marketing strategies.

Marketing Mix – The 4 Ps of Marketing

When creating a marketing strategy, an organization must conduct market research to understand the target
market, know its competitors, and identify other factors that affect its ability to turn potential customers
into actual consumers of its products or services.

The organization should then incorporate the 4 Ps of marketing into the marketing strategy. The 4 Ps are
involved in promoting a brand’s unique value and help an organization stand out from the competition.

The following are the 4 Ps of Marketing:

Product

A product is the good or service offered to the target customer to satisfy their needs and wants. The product
should meet an existing need in the target market, and marketers should have a clear concept of what the
product stands for. For the product to be successful, an organization should understand the product life
cycle and how to deal with the product at each stage of its life cycle. The organization should also
understand how the product stands out from the competition.

Price

The price of a product is the monetary value of a product, and it is an important factor in how much revenue
the company will earn. When setting the price of a product, an organization must consider the real and
perceived value of a product.

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They must skillfully determine the appropriate price of the product so that it is not too low or too high in a
way that damages the brand reputation. Marketers should also determine when discounting the product’s
price is appropriate.

Place

Place refers to the location where the organization’s products or services will be available for sale. The
marketers should determine where to sell the product and how the organizations will deliver the products
to the end consumer. The organization should ensure that the customer not only has easy access to the
product but that the product is conveniently located.

Promotion

Promotion includes all marketing tactics employed by the organization, including advertising, public
relations, social media marketing, direct marketing, etc. The goal of promoting a product is to communicate
relevant product information to the consumer and reveal why they should pay a certain price for it. The
digital age has made product promotion easier, and marketers can target a larger audience at a lower cost
than traditional marketing.

Based on the above marketing strategy development (segmentation, targeting and positioning, promotion
tactics, monitoring, assessment, evaluation) and market mix of the 4PS (product, price, place, and
promotion) we can draft the strategies of the company.

First identify the product segment or categories based on (sex, age, and price) then survey the target
customers within them places and making a promotion for making the product features differentiation in
order to create image about it. If the promotion tactic is more influential for the target customer it makes
positioning a good image rather than the competitors.

At the last monitoring and assess the strategy how it applied and evaluate it the ongoing processes.

1. In case of Yefikir design if we make marketing strategy segmentation of products-female cultural

close.
2. Target group female and the product (wedding, holyday) the product is really colorful and cultural
dress it reflects our habit, it is locally produced items and comfortable (positioning and
differentiation).

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 3. Promotion by the help of TV, TIK TOK, totally social media and by inviting popular women’s like
artists when the holy day becoming for example epiphany and the places are specially in GONDER.
And at the month of January and April having a good promotion because wedding is more exist at
these month.
4. When make marketing segmentation, target group monitoring the cost of the product and the
customers’ ability to pay the product must be assessed.
5. Finally monitor the promotion cost, product and evaluate it for balancing the output cost and the
customer’s intention about the product.

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Reference
www.ethiosports.com/2015/08/09/designer-profile-fikirte-addis

http://awib.org.et

http://www.beautifulhabeshaculture.com/portfolio-yefikir

http://edgexpo.com

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