Sundaymail Editor
Trade Focus
Allan Majuru
THE arts, creative and cultural industries can contribute a lot towards exports if they are given the much-needed support.
The starting point is acknowledging that the creative sector plays a critical role in supporting the country’s rich culture, traditions, history and heritage.
The National Export Strategy, launched by President Mnangagwa in 2019, recognises that Zimbabwe’s arts and crafts sector contributes to employment creation and assists many communities in both rural and urban areas to earn a living.
Local arts and crafts include decorative aesthetics applied to utilitarian objects used in religion and many other spheres.
Products from the sector include pottery, basketry, textiles, jewellery, wood carvings and stone sculpture.
Zimbabwe is currently known as a top producer of stone and metal sculptures, as well as handicraft products such as baskets.
For a long time, stone sculptures have defined Zimbabwe’s offerings to the world, with artists like Dominic Benhura and Agnes Nyanhongo positioning themselves in international markets through high-quality products.
In recent years, offerings such as baskets, wood carvings, metal sculptures, music and performing arts have been gaining traction in international markets, particularly Asia and Europe.
Regional and international markets include South Africa, Namibia, Europe, China and Singapore. There is, therefore, need to develop capacities of local artists so that they come up with unique products which respond to contemporary global trends.
President Mnangagwa’s administration has already committed to ensuring that creatives are supported.
For example, the Cultural and Creative Industries Strategy (2020-2030) is targeted at strengthening and transforming the creative industry at all levels in order to improve their contribution to inclusive sustainable economic growth and development.
Complementing Government’s efforts by consolidating support and addressing constraints affecting creatives will go a long way in improving their contribution to exports.
For example, ZimTrade — the national trade development and promotion organisation — facilitated the participation of local players at the Ambiente Trade Fair that is underway in Germany until February 7, 2023.
The inaugural participation of local companies at the largest arts and crafts fair in Germany is designed to create stronger and direct links between local creatives and buyers in international markets.
ZimTrade is also developing export clusters for arts and crafts in provinces such as Masvingo and Matabeleland North. However, more still needs to be done. For example, the arts and crafts industry across the world, Zimbabwe included, was greatly impacted by Covid-19.
Sales plummeted as a result.
When most countries implemented travel restrictions, producers who relied on tourists, particularly in resort towns, saw a huge drop in sales.
As a result, Zimbabwe’s exports from arts and crafts sector fell from US$10,4 million in 2019 to US$5,3 million in 2020.
At the time, the global import value of works of art, collectors’ pieces and antiques dropped from US$30,8 million to US$19,2 million.
However, there have been improvements for Zimbabwean artists of late owing to various interventions.
For example, to address the trade gap and ensure continued visibility of local products in international markets, ZimTrade has been implementing deliberate export promotion programmes targeted at the arts and crafts industry since the onset of the pandemic.
Through the new approach, visits and engagements by key international buyers with local crafters were organised.
Further, ZimTrade developed Shop@Zim, an online platform designed to make it easy for buyers across the world to connect with local artists.
These activities, coupled with programmes implemented by other partners, paid off.
According to the Zimbabwe National Statistics Agency, exports from the arts and crafts sector increased by 53,8 percent to US$8 million between January and December 2021 from US$5,2 million during the same period in 2020.
To ensure continued export growth and improved visibility in international markets, local artists need to participate on online platforms specific to the sector.
With the increase in online trade, registering on online trade platforms has been a necessary strategy to increase visibility and sales.
Good online platforms include Etsy, Amazon and Kitoko London.
These platforms accommodate arts and crafts according to how they would fit in the different markets, as well as how they will reach the final destination (logistics).
Participating on online art galleries such as Picasso Artists and Art Talent Fair can also boost the industry and give more recognition to artists.
But for these platforms to facilitate meaningful trade, where local producers have capacity to meet high demand, there is need to develop supportive and facilitative infrastructure.
These include establishing centres of excellence, where producers consolidate ideas and products.
While this is happening, players in the creative industries also need to organise themselves and establish functional associations.
These will help pool resources to participate in international trade fairs and cater for logistics, among other benefits.
There is also need for artists to establish working relations with reputable marketing agents in international markets, who will help push local products in hard-to-reach areas.
A good marketing agent will also be a useful tool for artists to improve on packaging products and services in an attractive manner for desired markets.
Marketing agents also assist to gain clientele and perspective into market requirements and preferences.
The music industry has managed to succeed in this area, with agents/managers organising collaborations with artistes from the region and beyond.
In addition, creating stronger linkages between local artists and Zimbabweans in the diaspora plays a critical role in promoting our arts and crafts in the same way they do with food and other manufactured goods.
Networks aimed at directing foreign currency into the various creative industries through collaborations, creations and innovations must be promoted.
When looking for promoters of local pieces in international markets, the diaspora communities must be included.
This will not only ensure a ready market for local artists but will also increase the penetration of local cultures in international markets, which, in turn, will stimulate growth for the creative industry in Zimbabwe.
Allan Majuru is ZimTrade’s chief executive officer
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