The Design Indaba in Cape Town, South Africa is cutting edge in terms of showcasing the dynamic talent of African entrepreneurs. Designers from across the country display their creations in an international arena, exhibiting artistic handiwork in craft, industrial design and fashion. This trade fair presents an opportunity for SME’s (small to medium enterprises) to share knowledge and exchange business development skills, as well as promote their products.At the exposition, Africa Report caught up with just three of some of the exciting companies on show.

Drawing their designs from traditional African art forms and motifs, Tangerine, Africa Design and Streetwires adapt ancient African patterns in the creation of new, innovative artworks to serve a trendsetting, contemporary market. Not only inspired by African art, these products are largely produced by local artists who are directly involved in the production process. Many of these artists benefit enormously from being able to put their local skills to use. These companies effectively act as a platform from which to help entrepreneurs access niche markets and a wide range of buyers. In order to do this, these ventures concentrate on one common business feature; the market.

Despite trading in a range of different products from beadwork to basketware, these enterprises believe that the most important factor for success in this sector is knowledge of the market. Identifying and understanding the market in which you want to sell your product is absolutely crucial to building a sustainable business. But what does it mean to really know your market?Sharing some of their expertise on working in the industry, Tangerine explains that “you can never do enough research, research, research.” According to these entrepreneurs, it takes a thorough investigation of what is currently in the market, to discover what you could bring to it. They suggest finding out as much as possible about the market before starting production. This includes chatting to people in the industry, noticing style changes and customer preferences to get an idea of what consumers are looking for.

For these companies, observing current trends in the industry is an essential part of keeping abreast of the business. In an industry where many styles are replicated and can quickly saturate the market, developing new and unique items is vital. Knowing their market, these companies thrive in the creative sector and demonstrate that with continued innovation and insight, it is possible to successfully build a company while encouraging local development.