Agbobly is a Brooklyn based unisex label founded during the height of the pandemic in 2020. Our goal is to highlight Black, queer and immigrant narratives and our cultural contributions through a global-focused lens. Our brand is rooted in uplifting communities through storytelling and the centering of West African hand craft, which is infused within our custom made-to-order design approach. This model has allowed us to eliminate the possibility of excess in production.
At our start, our products were made in-house on a hand-operated knitting machine using natural fibers that are biodegradable and eco-friendly. In short, Agbobly is centered around individuality with a keen sense of playful optimism and joy that is evoked through the use of color, bright materials and designs that pay tribute to Togolese heritage and history. Our goal is to break barriers and allow our consumers the opportunity to take up space and elevate their true selves. Given that our founder’s identity vacillates between two cultures (Togolese and American) it is important that the brand serves as a reflection of that through the offering of nuanced approaches to West African handcraft techniques that are overlooked within the luxury space.
The Consumer Problem
The pandemic created a workforce that continues to work from home (full time/hybrid) post-covid. Now they seek to in act on their new found leisure time as well as gain new social experiences they were unable to have during the pandemic. They are now actively fitting in fun activities and past times into their schedules.Examples: Spa treatments, golf, afternoon tea, exercise, etc...
This directly ties into Treat-Yourself culture where Gen Z is often indulging in simple pleasures such as purchasing items or experiences that gives them the serotonin boost that they are craving as their nihilistic beliefs increase. Treat-Yourself culture is now considered a luxury to partake in.
45% of US Gen Z and Millennials don’t see the point in saving money until life and the economy return to more normal conditions.
Consumer Forecast
FOCUS:
The Memory Makers: as we leave the pandemic in the past, people feel post-lockdown feelings of remorse and are questioning whether the decisions they made during the pandemic were correct. They have feelings of survivors guilt and stress when reliving the memories of the past. They are focused on de-cluttering their lives and creating new memories to make up for lost time. They are now looking for ways to age well and increase their life spans to continue making these new memories.
STRATEGY: Invest in the care economy. We advertise buying AGBOBLY as a way to care for ones self and age well in style. By investing in timeless pieces, one will continue to age well without having to reinvest in new pieces. Focus on conscious conveniences and products and services that promote ageing well and help them create these new memories.
Age: 20 - 45
Class: Middle to Upper class
Occupations: Students, within fashion industry, office jobs
Interests: Fashion, statement pieces, meaningful items, African fashion, African culture
Lifestyle: Like to indulge and participate in leisure activities/ have fun and be spontaneous and gather for parties and celebrations
Location: New York, USA, International (first focus Africa)
Gen Z Analysis: 1996 - 2010
