KB: The Textile industry in Ghana is a growing and vibrant one, but also a very challenging one. We are seeing the rise of African prints fashion not just in Ghana but across the fashion world globally. We are seeing the creative use of African prints in Western-style clothes, fashion accessories such as handbags, shoes, earrings, bangles, etc. But with such opportunities also come huge challenges, particularly for the local manufacturers.
The biggest challenges we face are: counterfeiting, smuggling and the high cost of operations resulting from high cost of borrowing, cedi depreciation and the current energy crisis.
These challenges do not only affect local manufacturers, but they also affect government revenues and the economy negatively.
GB: What sets Vlisco Ghana apart from its competitors in Ghana?
KB: As you may be aware, Vlisco Ghana is part of a multinational group called the Vlisco Group. Three key things set Vlisco Ghana apart from competition. These are our designs, quality and our distribution network.
At Vlisco Ghana, we produce two products (GTP & Woodin) and market three brands i.e. GTP, Woodin and Vlisco. (Vlisco is imported from our parent company in Holland).
Creativity and innovation are our hallmarks. We create our own designs. Our designs are true originals. We keep churning out new designs like no other. With over 160 years’ experience in the industry, we know what Ghanaian and African consumers like. We are, therefore, able to develop designs that appeal to our consumers.
We also print only on 100 per cent fine cotton fabrics. Vlisco Ghana is the only textiles company with modern and extensive retail chain in Ghana and other West African countries.
In Ghana alone, we have 13 Woodin stores and two ultra-modern VLISCO stores. We also have wholesale outlets/offices in all major cities and towns across the country. We make it easy for our trade partners and consumers to get access to our products.
GB: What is your take on the issue of piracy in Ghana and how is it affecting the sector?
KB: The issue of piracy is a big one for us. As you may be aware, we are essentially in the business of selling designs and colours. When consumers buy African prints, what they buy is the designs and colour patterns, not just a piece of cloth. Counterfeiters take advantage of this fact and copy our designs and import them into the market mostly through unapproved routes. They, therefore, do not pay the appropriate taxes to the state. As a result, they are able to sell such counterfeit products at ridiculously low prices.
It is against this background that we at Vlisco Group fully support the operations of the Government Anti-Pirated Textiles Task Force set up by the Ministry of Trade and Industry (MOTI).
GB: TSG/ GTP recently launched a technology application to help combat the issue of piracy, what motivated that? What has been the customer?
KB: Yes, Tex Styles Ghana Limited (TSG), the manufacturing wing of the Vlisco Group in Ghana, launched a new value-added service called the GTP Authentication Service in March 2015. The service enables a buyer of any GTP product (Adepa, Nustyle, Safoa or Nsroma) to verify if what they buy is a genuine GTP product or a fake one. It is an SMS-based service.
This service is powered by Mpedigree Goldkeys, a wholly owned Ghanaian technology company based in Accra.
This is how it works: Effective March 2015, all GTP products come with a special silver sticker on them. These stickers have a scratch panel. Beneath the panel is a 12-digit code. To check if what you have bought is a genuine GTP product, you simply scratch and text the code to the short code 1393 on MTN, Vodafone, Airtel or Tigo toll-free. You will then receive a response confirming authenticity or otherwise.
We launched this service on March 2, 2015 and I can tell you that the response we are getting from consumers so far is very encouraging. We know that not all consumers are or will be interested in buying the original stuff. But for consumers who appreciate quality and the real thing, this is a welcome service.
The data we are getting so far shows a week-on-week growth of persons texting to check what they buy and we are extremely happy about this. There is so much we intend doing with such data.