Africa Can Compete!: Export Opportunities and Challenges for Garments and Home Products in the European Market

Abstract

The study explores an important emerging opportunity for African exporters in a particular U.S. market niche - Afrocentric textiles and home products. The size and specific demand requirements of this emerging market are assessed by way of case studies of several large U.S. retail firms which are trying to source these African products. For various reasons, African firms are having problems meeting the demands of these firms, and the study investigates the specific supply constraints through detailed interviews with African producers. During the study, a growing opportunity for standardized garments production for mainstream U.S. consumers was also uncovered. The final section of the study assesses the competitiveness of African producers in this market and assesses Africa's future potential in this global export market. To finalize, the study states the importance of the role of the World Bank and other donor agencies, since both can influence policy at crucial stages.

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