NAIROBI, Kenya, Jul 7 – Redds recently partnered with Samantha’s Bridal Magazine to host the 2nd edition of Samantha’s Bridal Fair 2009.
The main attraction was the Couture Bridal Show that featured flamboyant bridal-esque designs giving the audience a different approach to bridal fashion. In the last five years the wedding business has really developed affording opportunities for Kenyans in wedding related industries such as fashion. Redds seized this opportunity for the talent they have been nurturing and developing over the last five years with a view of enabling them to tap into the lucrative market.
The wedding industry is currently contributing millions of shillings to the economy but the Kenyan designers are only touching the tip of this opportunity. Redds’ partnership with Samantha Bridal Magazine was a bid to link the designers directly with the customers and thereby creating an avenue for entrepreneurship and sustainability for local fashion designers. The couture bridal show featured designs from the RAFDA finalists, Kiko Romeo, Monica Kanari and John Kaveke; among other local fashion power houses.
Speaking about the partnership, Sheila Harrison, Redds Marketing Manager said: “Redds has been discovering and nurturing local design talent for the last five years; this year we decided to take our support further by seeking opportunities to connect the designers with the market. Our commitment in building the Kenyan Fashion industry is strong and we intend to continue seeking strategic alignments that will both strengthen the brand as well as benefit the industry.”
“Consumers in the Kenya wedding market are mainly going after more personalised weddings; the current trend shows that an average Kenyan spends Sh800,000 to Sh1.2 million on their wedding – it is more about turning a fantasy to reality as opposed to working with a budget” Dr. Catherine Matsitsa, Editor Samantha’s Bridal Magazine, explained.
“The global wedding industry is a multi-billion dollar industry and everyday tens of thousands of couples are planning their big day around the world which generates Sh40 billion annually for the economy with more Sh30 million spent on the wedding day alone,” Dr Matsitsa concluded.
Redds has been supporting young upcoming designers and the Kenya fashion industry in general through its Pan African Redds African Fashion Design Awards (RAFDA) which has seen people from across Africa, including Kenya, emerge successful in the business and will continue looking for opportunities to strengthen this platform by seeking relevant opportunities that connect both with the Redds consumer and Fashion industry.