Dear fashion ‘preneur 

We have gotten things twisted for way too long. Keep your standards international and your focus local and not the other way around. The quality of your clothes, your service, your fit, your finishing and your designs must be as close to international best practices as you can afford but focus delivering this first to your local market even if your vision is international. Seven years ago I had an opportunity to pitch my business to a group of angel investors based in the UK. After my pitch I got a standing ovation and one of them gave me feedback that changed my thinking forever. “Tomi you are ready for the international market” but go back home because that is where the big opportunities are” before I could interrupt him with arguments to convince him that selling in Selfridges was my destiny he quipped “ besides we are watching the local players keenly….don’t mess with your local business” . I’ve since heard many great international players reiterate this. Your route to the international market is local. So please go ahead and aim high , strut your pieces on as many runways as you can but remember that the true test of a great brand is the endorsement from its local market.