Nigeria - Business creation project

Describe your project or startup in a few words

Introducing Dooashe, where we celebrate every curve and empower plus size women through stylish and inclusive fashion. Our mission is to redefine beauty standards and create a world where fashion knows no size and confidence knows no bounds.

01.01 Describe your project in more detail

The idea behind the brand is to create elegant clothes for plus size women because they are usually neglected by many designers who only create outfits for the slimmer and average sized women in society. So the primary focus of Dooashe is to create wears for women sizes 16 and upward. I observed that most designers do not make clothes for plus sized women and these women want to be beautifully and elegantly dressed in trendy styles like their slimmer counterparts but can’t find a designer that specifically cater to their needs. I saw this gap as an opportunity and decided to exploit it after properly doing research on the market opportunity. So I embarked on a learning journey on finding out why plus size clothing poses a challenge to most designers, and how to overcome some of these challenges by creating patterns and modifying those patterns to properly fit and accentuate the bold curves of plus size women while still maintaining a sense of modesty and class.

01.02 What is the main problem you are trying to solve?

In the fashion industry and the world at large, there has always been a stereotype surrounding plus sized women. Many plus-size women struggle to find clothing that fits well and makes them feel confident. Most fashion brands prioritize straight or average sizes, leaving the plus sized women with limited options, little or no consideration for their personal style or preference, often relegating them to a small selection of poorly fitting, unflattering styles.. My brand seeks to solve the problem of limited options, poor fit, and lack of representation in the fashion industry for plus-size women. By offering elegant and custom-tailored designs, I seek to provide a solution that meets the unique needs and preferences of this underserved market segment.

01.03 Tell us the major benefits and/or advantages of using the product/service that your project intends to provide (at least 3).

Because the brand focuses on custom tailoring, i.e. making clothes to order, with specification and measurements, clients get unique pieces and designs and overall satisfaction in terms of fit, unlike with the mass produced outfits where customization is difficult and sometimes impossible. The outfits are created with care, superior craftsmanship and good quality materials ensuring a longer lasting piece that gives value for money spent. Clothing plays a significant role in how people perceive themselves and their body image. By providing elegant and flattering designs, my brand can help boost the confidence and self-esteem of plus-size women, empowering them to feel beautiful and confident in their own skin.

01.04 Please describe who exactly your project is aimed at serving. Who are the targeted beneficiaries?

My targeted beneficiaries encompass a discerning demographic of fashionable and elegant plus-sized women, primarily falling within the age range of 24 to 50. This demographic holds a distinct appreciation for timeless aesthetics, valuing the enduring allure of high-quality, long-lasting fashion pieces. They seek not just clothing, but experiences that celebrate their unique style and empower them to express their individuality with confidence and grace. Through a thoughtful curation of garments and accessories, my aim is to cater to their refined tastes, offering a blend of sophistication, versatility, and inclusivity that resonates with their personal fashion ethos."

01.05 When did you start working on your project?

2024-02-23

01.06 How many other partners are associated with your business venture?

0

01.07 Among the other partners, how many are female?

0

01.08 Please describe the profile of each of the other partners (skills, experience, etc.)

Not applicable

01.09 If you have a website, a social media page (Facebook, Instagram, Linkedin…), or app, please provide the link here:

https://www.instagram.com/dooashe_fashion?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw==

01.10 Which industry best describes your project?

e) Secondary commodities (cars and parts, consumer durables and apparel, retail)

02.01.01 My project contributes to the No poverty goal

6

02.01.02 No poverty - Justification

I believe my brand contributes to the No Poverty goal by making sure my employees have safe and fair working conditions, working with local artisans can provide sustainable livelihoods and economic opportunities in that particular region and forming partnerships with suppliers who follow moral labor standards can contribute to lifting people out of poverty.

02.02.01 My project contributes to the Zero hunger goal

3

02.02.02 Zero hunger - Justification

02.03.01 My project contributes to the Good health and well-being goal

6

02.03.02 Good health and well-being - Justification

Promoting body positivity and inclusivity by creating beautiful and well-fitted outfits for plus sized women and challenging the stereotypically and harmful beauty standards promotes body positivity and can contribute to improved mental health and self-esteem. The brand will also collaborate with healthcare experts, including dietitians, personal trainers, and psychologists, to create programs, merchandise, or events that support plus-size women's overall health. Also by designing clothing that prioritizes comfort and functionality without sacrificing style, women feel more at ease in their bodies and encourage them to engage in daily activities with greater confidence.

02.04.01 My project contributes to the Quality education goal

4

02.04.02 Quality education - Justification

02.05.01 My project contributes to the Gender equality goal

6

02.05.02 Gender equality - Justification

By making a commitment to compensating all workers fairly for equal labor, regardless of gender. Additionally, making an effort to promote gender diversity and inclusivity in the workplace by giving all employees in my organization equal opportunity for leadership and promotion. By using my platform to advocate for gender equality issues and raise awareness about the challenges that women, especially plus-size women, face in society. This can be achieved by supporting campaigns, participating in events, or donating to organizations that promote gender equality. Offering educational resources and workshops aimed at empowering women, including topics such as financial literacy, entrepreneurship, and leadership skills. Providing opportunities for skill-building and personal development can help women thrive in all aspects of their lives.

02.06.01 My project contributes to the Clean water and sanitation goal

3

02.06.02 Clean water and sanitation - Justification

02.07.01 My project contributes to the Affordable and clean energy goal

3

02.07.02 Affordable and clean energy - Justification

02.08.01 My project contributes to the Decent work and economic growth

5

02.08.02 Decent work and economic growth - Justification

Ensuring that all workers involved in the production process, receive just treatment and a standard wage. Adopting fair labor standards promotes productivity and creates a positive work environment in addition to improving the lives of workers. By partnering with small businesses, including local manufacturers and artisans, to produce my clothing lines. By supporting small businesses, I can contribute to job creation and economic growth within my community or region.

02.09.01 My project contributes to the Industry innovation and infrastructure

5

02.09.02 Industry innovation and infrastructure - Justification

By prioritizing inclusive design principles, such as creating fashionable and functional clothing for plus-size women, my brand can drive innovation within the fashion industry. This involves developing new sizing standards, materials, and production techniques tailored to the needs of a diverse customer base. Utilizing data analytics can inform strategic decision-making and drive innovation within the brand. By analyzing customer preferences and market trends, the brand can develop innovative products and services that meet the evolving needs of plus-size consumers.

02.10.01 My project contributes to the Reduced inequalities goal

5

02.10.02 Reduced inequalities - Justification

By offering fashionable and high-quality clothing options for plus-sized individuals, my brand helps reduce inequalities in the fashion industry and promote inclusivity for all body types.

02.11.01 My project contributes to the Sustainable cities and communities goal

3

02.11.02 Sustainable cities and communities - Justification

02.12.01 My project contributes to the Responsible consumption and production goal

5

02.12.02 Responsible consumption and production - Justification

Through sustainable sourcing of materials, reducing waste in manufacturing processes, and promoting ethical production practices, my brand can contribute to more responsible consumption and production patterns.

02.13.01 My project contributes to the Climate action goal

4

02.13.02 Climate action - Justification

02.14.01 My project contributes to the Life below water goal

2

02.14.02 Life below water - Justification

02.15.01 My project contributes to the Life on land goal

3

02.15.02 Life on land - Justification

02.16.01 My project contributes to the Peace justice and strong institutions goal

2

02.16.02 Peace justice and strong institutions - Justification

02.17.01 My project contributes to the Partnerships for the goal

5

02.17.02 Partnerships for the goal - Justification

Collaborating with other organizations, such as sustainable material suppliers, NGOs working on body positivity and inclusivity, and initiatives promoting ethical fashion, can further amplify the impact of my brand on the SDGs.

05.01 There are a large number of customers who already use a product/service very similar to the product/service we envision creating.

3

05.02 The product/service we envision creating represents an entirely new type of product/service.

5

05.03 The product/service we envision creating could be described as a new technology.

4

05.04 The product/service we envision creating is an improvement on an existing product or service.

5

05.05 The product/service we envision creating could be described as an extension of a range of products or services.

6

05.06 The product/service we envision creating responds to a demand or need that has not been satisfied by other products/services.

5

05.07 The product/service we envision creating is a new version of an old product/service.

4

05.08 Justification

There has been a significant increase in the popularity and acceptance of plus-size clothing brands in recent years. More people are recognizing the importance of inclusivity in fashion and embracing body positivity. However, there's still room for improvement in terms of representation and availability of diverse sizes in the fashion industry. A lot of the industries already creating plus size outfits focuses on generic sizes and design with no room for customization but my brand seeks to focus on creating custom tailored outfits which offers unique styles, perfect fit, which in turn boosts the confidence of the women wearing our outfits.

05.09 Who are your main potential competitors and what makes you stand out from them?

Some of my main potential competitors includes Makioba STGC Clothing CurvBella Below are some of the edges my brand has over those listed above; • Perfect Fit: Custom tailoring ensures that garments are made specifically to fit an individual's unique measurements. This results in clothing that fits perfectly, enhancing comfort and confidence for the wearer. Ready-to-wear brands may offer plus-size options, but they may not always cater to the full spectrum of body shapes and sizes. • Personalization: With custom tailoring, customers have the opportunity to personalize their clothing, choosing specific styles, fabrics, and details according to their preferences. This level of customization allows individuals to express their personal style and ensures that the final garment reflects their individuality. • Attention to Detail: Custom tailoring involves meticulous attention to detail throughout the design and construction process.

10.06 Are you initiating actions within your community to promote the role of female entrepreneurs?

I've participated in a couple of women empowerment programme as a volunteer. I'm yet to initiate personal actions on a large scale, but in my own little way, I'm giving back to society by offering financial advise and discounted business registration.