Reaping fruits of UNWTO

Munyaradzi Chamalimba Arts Correspondent
The UNWTO General Assembly was a time when the world graced Zimbabwe to deliberate on tourism issues as well as interact with the number one wonder of this land – the people – and, of course, the majestic, thunderous, ever refreshing Victoria Falls. For many small and medium enterprises, it was a grand opportunity to market their home-made products, clinch meaningful deals in different domains and to build relationships with business people across the globe.

It is at this conference that the fruits of the indigenisation policy were on display to the world. It was a moment for people across the globe to come to see and appreciate what the people of Zimbabweans are capable of doing and how their unique abilities have built businesses that can impact the world market.

Ashava Designs, which offered a wide range of African and ethnic wear, was one of the small companies that exhibited at the UNWTO General Assembly and emerged the best company based on the number of deals it clinched which ran into hundreds of thousands of dollars.

The company offered simple top of the range fashionable African products for those who believe in their uniqueness. The products aptly captured the artistic nature of Zimbabweans as far as creative designs in clothing are concerned.

Director and designer Ms Rose Vambe said: “The conference was a good platform and an eye-opening experience as I got to know and comprehend that people from other countries want the seller to know every detail of his or her product and at the same time be able to fully explain and market the product in a way that will persuade the client.

“In most cases a few people put on their designs and expect people to buy and wear them. This is a failure in marketing. People in most cases will buy a product after they have seen it being put on by someone. It is advisable to brand other key people in society in order to gain mileage and improve their products in terms of quality.”

She said during the conference, marketing was a stumbling block to many business people as they did not understand the theme of the conference and did not have enough information about their products which is key in persuading clients.

The bulk of the people were middlemen who did not have information of what was used to make the different accessories.
“I countered this by simply putting on my designs confidently. People would ask me where I bought my ethnic wear and I would take the opportunity to tell them that I am the designer and to invite them to my stand for purchases and to sign for future deals.

“I got a US$200 000 deal with business people from as far as Egypt, Tanzania Algeria and England. These countries liked the quality of material I use which is pure printed cotton. England said they are opening an African batik shop and they will get their first products from Zimbabwe. Most of my clients commented on colour combination, presentation and the finishing on my products,” she said.

Among her products on offer were Zimbabwean shirts (national colours on the collars, wrist and back) which were in high demand as local people wanted to be recognised by their national colours while foreigners wanted the shirts as souvenirs.

She also advised that in most tourist resorts, people must expand their businesses and begin to produce products that have the national colours and indigenous themes on them. She said it is the colour that matters most to clients as they want to remember their memorable visit to Zimbabwe.

“I realised that products that carry national colours are few and people have to begin to produce shirts, dresses, caps or even sandals which are of high quality, fashionable and affordable so that people can proudly put on their national colours. This have been evident by the high demand of Zimbabwean shirts by local and foreign clients.”

She encouraged business people to always have a full understanding of the theme of the event where they are to market their products.
“Have adequate information about your products and do not fear anything. Above all, be confident and be courageous. This attitude will in turn open up good businesses,” said the enthusiastic Vambe.