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OSEI-DURO CLOTHING Ghana, West Africa. With Christopher Rampaul, Robin Poirier, and Maryanne Mathias. THE COMPANY. About the company Mission and Vision. PRODUCTS AND SERVICES. MARKET. Target Market W omen 20-39 Fashion forward Demand I ncreasing demand for ethically made clothing

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osei duro clothing ghana west africa
OSEI-DURO CLOTHINGGhana, West Africa

With Christopher Rampaul, Robin Poirier, and Maryanne Mathias

the company
THE COMPANY
  • About the company
  • Mission and Vision
market
MARKET
  • Target Market
    • Women 20-39
    • Fashion forward
  • Demand
    • Increasing demand for ethically made clothing
  • Competition
    • Large fashion retailers: high and low end
    • Other like minded designers
  • Competitive Sustainable Advantage
    • Diverisified business model
advantages of producing in ghana

ADVANTAGES OF PRODUCING IN GHANA

2009 GDP was 31.3 B USD

Stable environment

Factor abundance of prints

Inexpensive labour

Sustainable clothing that offers compelling story

tariffs
TARIFFS
  • Zero tariffs under AGOA

“The African Growth and Opportunity Act (AGOA) was signed into law on May 18, 2000 as Title 1 of The Trade and Development Act of 2000. The Act offers tangible incentives for African countries to continue their efforts to open their economies and build free markets”

- www.agoa.gov

exchange rates
EXCHANGE RATES
  • USD to the Ghanian Cedi (GHS) has been quite stable for the last five years.
      • 1 USD = 1.43 GHS (as of February 1, 2010)
  • History of volatility and devaluation
  • Future outlook is for stability or slight devaluation
policy constraints
POLICY CONSTRAINTS
  • AGOA IV special provision set to expire in 2012
  • Quotas imposed (3.5% of all American apparel), 60% of which is currently being utilized
limited diversification
LIMITED DIVERSIFICATION
  • Restrictions on where fabric is sourced from
  • Ghana maintains a 16M trade deficit of which 10M is with China. Relies heavily on imports from China
  • The US makes up 80.9% of the Ghana apparel export market
transportation
TRANSPORTATION
  • Transportation within Ghana is inexpensive and timely
  • Shipments currently done by air. This is necessary given size and time constraints
  • Ghana Post and British Airways Cargo – 9 days
  • Cost - $400/CDN for 150kg (approx. 150 units)
  • Cost of transportation is relatively high, price elasticity of -2.5
probability of trade
PROBABILITY OF TRADE

Where:

Factors include:

  • Quality of governance, Trade regime, Quality of infrastructure, a dummy variable for African nations, a dummy variable for English-speaking AGOA beneficiaries, Trade relationship with EU
infrastructure and stability
INFRASTRUCTURE AND STABILITY
  • Critical trade infrastructure is weak or non-existent (electricity, telecommunications, procedures and policy)
  • Corruption at the borders/ports
  • Access to lending and credit is high
  • Oil production beginning in 2010.