BRAND MARKETING PLAN - JOMMY JOSHUA

This marketing report seeks to develop a strategic roadmap aimed at enhancing Meji Meji’s sustainability initiatives through a well-defined fashion marketing campaign. In addition, market research and brand-specific recommendations will be explored to establish a focused campaign mission that effectively promotes Meji Meji’s products, services and ethical stands. The report will include an in-depth analysis of the brand history, competitors and consumer behaviour, providing critical insights to strengthen Meji’s Meji’s branding. Ultimately, this strategy aims to engage the target audience and foster a strong community - positiong Meji Meji not merely as a fashio brand but as an inclusive and connected family.

Designer Tolu Oye started her fashion brand, Meji Meji with the intention of ‘paying homage to Black culture’ and to the street her grandmother lives on called ‘Ore Meji St’, A place where African-American style meets West African textile patterns and juju music. Meji Meji is centred around sharing elements of fashion from her parent’s home country, Nigeria and fusing it with beauty, nostalgic imagery and innovative design (mejimeji.co/)

Tolu Oye’s path to becoming a fashion designer was set for her during her early stages of life, she’d run around the house telling guests of her creative aspirations. By 15 she moved from Ohio to New York City to pursue her dreams, her mother even taught her how to cut patterns using coupon paper. Oye received a diploma from the Fort Hays State University’s Art and Design then she went on to graduate in the Fashion Institute of Technology in 2020. Then launched her brand Meji Meji.

“I knew this would be the perfect opportunity to begin my legacy,” Oye tells ESSENCE.com. “I wanted my brand to reflect my culture, so I went through a Yoruba dictionary, the language I grew up speaking, and came across the word ‘Meji.’”

And so Meji Meji was born.

The general aesthetic of the brand is based around West African-American styles paired with culturally rich colours and patterns, with refrences to Nigerian culture.It is best categorised as an accessible luxury braand as they as focused on ready-to-wear collections that celebrate cultural heritage and empower the audience. Geared towards young, Black consumers with lower-to-upper-class incomes - anyone who has the luxury of being able to purchase their products,

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Meji Meji was founded by Lagos-born, New york-based entrepreneur Tolu Oye. Derived from the yoruba word “double” the brand name comes from a popular Nigerian gospel song Oye remembers to sing as a child. Established in the midst of the COVID 19 pandemic, while Oye was finishing her 5th year sthe the fashion institute in New york, the brand began with the production of over 200 face masks, then fursther launching a bucket hat and face mask combo with bold styles and a vibrant collour pallette.

May 22nd 2;22pm eastern time Meji Meji released their very first shirt design “Na me cause am” shirt. They also released samurai flip flops and a secondary school uniform tank where the first 20 people that ordered received a free Meji Meji secondary school excircise book further grabbing the attention of their target audience.

The brand’s social media presence as welll as visual elements had developed substantialyy. The brand mascot “Meji Meji mama” was introduced. In order to reach their target audience they posted a series of authentic catch phrases that are commonly used inn Nigerian slang such as “This one life I must chop” and “I can’t come and kill myself”. Oye further enhaned the notion of ‘Meji Meji built on culture’

The brand promoted their products with some editorial photos showcasing their products implemented with some classic nigerian hairstyles, such as african threading, further embraing the y2k Nollywood aesthetic. Meji Meji ministry launches and they’re featuresd in teen vogue as one of the nigerian brands changing the streetwear fashion scene. and many visuals ‘to highlight Nigeriand and black culture’ to leave consumers with a sense of nostalgia and deep appreciation. By mid 2022, Meji Meji had released a SS22 capsule collection feauring a the ‘agbalumo set’ (burnt orange work wear set, the ‘arewa’ dress (brown oval cut dress), the knaughty top and the japa skirt

SS23 drop ‘Star girls world’ is launched. They also hold many successful pop-ups in paris and london. They further enhance the community by releasing a family photo album \ (collated pictures of customers from the pop-ups. To build further on Meji ministries they release a ministry fitted tee. They host their first femme fatales (sabi babes) show with’ sweetest gist’ (comdey). Many afrobeats artists promote Meji Meji products, ranging from Tems, Ayrra Star, Asake and Obonjyagar Meji Mejidelivered custom jerseys for the #’battle of jollof’ annual game between Nigeria and Ghana basketball teams.

Meji |Meji started the yearoff with new visuals and released their ‘call me mummy’ tee, as well as releasing their first short film: The Meji Meji love story.. Detty south, Midnight snack and Sisi Ologe were all released, blowing up on nigerian and black fashion tik tok. The Meji Meji Miracle hands salon iis open. They hosted pop ups in cape town, as well as hsoting an event for IWD. South Afrcan DJ uncle waffles promotes the detty south shirt! June 22nd - they release their new website. ‘Meji Meji Mama in london wasw hosted (pop up). They continue to release editorial shoots that promote the brands identity beautifully

The PESTLE is a macro-environmental model that prov structred way to assess the dternal macro-environmn factors that can impact their operations and descis making.

Trade policies, import regulations and tarrifs can sourcing materials and international sales. Politic instability could distrupt supply chains

When there is an economic downturn or reccession th an decrease in disposable income thus MM will see a decrease in their sales. Production costs may rise fluctuations in the cost of raw materials, further impacting profit margins.

MM’s highlight on black culture and Nigerian herita further aligns with a growing consumer interestin culturally significatn and authentic brands. MM bas their products around ‘west-american styles’ thus a them to maintain their relevance and appeal to the demographic.

Meji Meji operates within the accessible luxury and readyto-wear markets with a strong cultural heritage, sustainability and community. One of Meji Meji’s main competitors is Hanifa.

Hanifa is a USA-based brand known for its vibrant colours, sculptural shapes and inclusive designs with a focus on African-inspired aesthetics. The brand’s ethos is ‘For women without limits’ emphasising creativity and responsibility in making contemporary luxury. Their designs are made to showcase the ‘unparalleled beauty’ of the wearer and give them the confidence to ‘live boldly as your authentic self’.

Hanifa’s Instagram serves as a visual embodiment of the brand’s identity, showcasing meticulous attention to detail and deliberate curation in each post. The brand’s unique selling proposition (USP) is evident in its vibrant colour palette, commitment to diverse sizing, and groundbreaking digital innovations, such as 3D runway shows. The innovation behind this digital show is very telling of the times we’re in.

Anifa Mvuemba (founder of Hanifa) debuted her 2020 collection on Instagram Live via 3D models. Opening with a short film about her hometown in Congo shedding light on the issues they face. Following that, the fashion show commenced. Mvemba selected Instagram as her platform to create access and give everyone a ‘front row seat’ to the detail and delicacy of the clothes,

As the fashion industry continues to navigate life in the coming months and digital shows potentially become more common, Anifa is paving the way for true innovation and change. Unlike brands who use full-figured models on the runway, but don’t sell a variety of plus-sized clothing, Hanifa's offerings truly reflect what is seen on the 3D models.

HANIFA

Meji Meji seamlessly integrates diverse styles and African textiles, creating a unique tapestry that h Nigerian heritage through the lens of Black identit culturally rich brand, they have established a dist target audience while fostering a strong sense of community, positioning themselves as more than just clothing label. This commitment to cultural represe and inclusivity is further reflected in their websi which effectively embodies and communicates their b identity.

Meji Meji's social media presence could benefit fro more professional and cohesive approach, as the cur content appears somewhat haphazard and does not ful align with the brand's identity. Additionally, expa size inclusivity within their offerings would furth enhance their accessibility and align with their mi of fostering community and cultural representation.

Meji Meji is designed with a core audience of individuals aged 18-30, embodying bold and innovative styles that resonate with their values and lifestyle. The brand celebrates inclusivity by creating designs for all gender identities, empowering self-expression—especially within the African community, where traditional norms can often suppress individuality. Geared towards young, Black consumers with lower-to-upper-class incomes,

Currently, Meji Meji is a uk-nigerian based brand but sends their products all around the globe, as well as hosting events in New york, London, Lagos, and many more.

Meji Meji's mission is to inspire a sense of confidence and comfort in its wearers, encouraging them to embrace their unique identities. The brand appeals to those who appreciate thoughtfully crafted, culturally enriched, and vividly coloured clothing. Each piece tells a story, merging creativity with cultural heritage to create fashion that speaks to a progressive and expressive audience.

Meji Meji states that their ‘pieces that speak to the soul and empower the wearer’ creativity knows no bounds and every individual feels seen and valued.

Meji Meji specializes in crafting high-end, one-of-a-kind pieces that are considered luxury investments, celebrated for their exclusivity and distinctive appeal. Beyond fashion, the brand fosters a vibrant sense of community, offering more than just clothing—it’s a lifestyle. Through immersive pop-up events, MEJI MEJI bridges the gap between style and culture. These events showcase everything from hair and apparel to curated experiences that reflect the brand's ethos. Live DJ sets further enrich the experience, spotlighting underground African artists and diverse genres, including Igbo Highlife and Alt-Afro, creating a dynamic space for cultural celebration and connection.

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Meji Meji occupies a unique position in the fashion brand market, blending accessible luxury with a strong focus on cultural heritage and sustainability. The brand celebrates African and Nigerian traditions through their products and community. They aim to empower consumers by connecting them to their cultural roots. Their target market includes fashion-forward consumers that seek unique, high-quality pieces. Focusing in on community and ethical fashion, they resonate with the growing demographic seeking authenticity and purpose in their fashion choices. However, despite this their market position could be strengthended by enhancing its online presence and increasing size inclusivity, thus broadening its appeal to a more diverse conusmer base and ensure its releance in the competiitve fashion world.

Name: Sade Abiola

Age: 20

Gender: female

Occupation; stylist

Location; Lagos

Education; history degree

Marital status; single

BIO

Sade, full name Fọláṣadé, a 20-year-old fashion stylist (she/they), is based in Lagos, Nigeria, but her work takes her across the globe— a perfect fit for her passion for travelling and exploring new cultures. While her family resides in Lagos, Sade’s career allows her to build a dynamic, international presence. An avid bookworm with a love for romantic comedies, Sade dreams of styling some of the world’s biggest stars, drawing inspiration from her ultimate icon, Rihanna. She’s a self-proclaimed perfectionist, balancing her meticulous nature with an optimistic outlook. When it comes to personal style, Sade gravitates toward rich colors and bold patterns, paired with clean, minimalist designs. Her summer staples include chic mini skirts, shorts, and tube tops—effortlessly blending comfort with flair.

Meji Mei is a brand that goes beyond trends, speaki directly to the soul. Each products is designed to empower the wearer, serving as a canvas for selfexpression and cultural pride. Each products confor to the notion of their slogan ‘where vintage Africa American styles meet vibrant west African textiles’

Meji Meji’s products strategy is based around uniqu items that can be worn for various occasions. Their past collections range from aso oke printed bucket to square front mules, their current collections a based around tops and accessories.

Meji Meji produces vibrant and beautifully rich patterns made for the consumers to fall in love wit first sight. Each drop has a limited amount of stoc allowing the clothes to have more value. Thus makin Meji Meji’s products exclusive and personal. Future restocks are available if the product sells well.

The price of Meji Meji products are currently mediu priced products, however for the average consumer t can be seen as one-off ‘special’ purchases. Further enhancing the luxury of the brand and their product The current pricing is at a good level, especially regarding the quality and nature of their items.

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For this proposed campaign, a sustainability-focused drop line can be implemented with a strong story and neutral relevance.

The Green Heritage Collection is made from eco-friendly fabrics (e.g. organic cotton, hemp) inspired by Nigerian traditions. Traditional textiles like Aso-Oke and Adire, handcrafted by local artisans are at the heart of sustainable practices. In Meji Mejo’s first year of production, their ‘pieces were crafted by local artisans using deadstock fabrics’.hand-picked These textiles are rooted in Nigerian heritage and use eco-friendly materials and techniques. This collection can be launched with an immersive pop-up experience to showcase these products as well as placed on the Meji Meji website for purchase, The leftover textiles from past collections can be made into an accessories line, further emphasising zero waste.

The pieces and designs presented will highlight avant-garde streetwear as a future-forward trend. This approach positions Meji Meji as a brand that transcends everyday wear, offering pieces that embody 'avant-garde' while catering to diverse occasions, whether it be formal, casual or party wear. By executing this campaign, Meji Meji can expand its reach and demonstrate to consumers that its products are versatile and suitable for all seasons.

The Green Heritage collection can be showcased and campaigned through instagram, a series of posts featuring the garments on the selected influencers above: Rae Jpeg, Saint Harris and Rae Jpeg. In addition to this, a camaign called “Tems x Meji Meji - The soul of Afrocentric” can be launched, promotoing the green heritage sustainable clothing with special pieces designed and textiles sourced in collaboration with the artist Tems. Due to Meji Meji having a history of holding some music event, they could almost do a similar concept where they hold an event where consumers are able to purchasse tickets and the collaborative Merch with at an affordable price (making it accessible).

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The "Tems x Meji Meji - The Soul of Afrocentric" campaign celebrates the powerful synergy between Nigerian global music sensation Tems and Meji Meji, a contemporary Afrocentric fashion brand. This partnership bridges the world of afrobeats and soulful empowerment with culturally inspired fashion, creating a unified voice for individuality, cultural pride, and sustainable luxury. Targeted at a shared audience of 18-35-year-olds, the campaign highlights the deep-rooted connection to Afrocentric identity while embracing modernity and innovation.

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These 3 pieces will be the main drivers in “The soul of Afrocentric” campagin they have been curated specifically to Tems’ personal style and also represent rich colours paired with trending west american styles - aligining well with Meji Meji’s ethos. To tackle some of the pain points that Meji Meji’s conusmer base face, these pieces will be available from sizes 2xs - 4x. A limited amount of pieces will be available and materials will be 100% sourced from local Nigerian artisans and marketers to give back to the community and soul of Nigeria.

Campaign Concept - Short film: “Threads of Tradition: Tems’ Journey in the Market:

Overview:

This short film aims to authentically portray the r cultural practice of selecting traditional fabrics African Markets (Nigerian ones in this case). Featu acclaimed Nigerian artist Tems, the narrative will her as she navigates the bustling market stalls, en with local fabric vendors and selecting material fo coming event. The film will highlight the collabora process between Tems and Meji Meji,

Context:

In Nigerian culture, particularly among the Yoruba it is customary to purchase traditional fabrics fro local amrkets for signicant events such as weddings birthdays. One prominennt fabric is Aso Oke, a hand textile that has evoleved into a symbol of culural and elegance. Individuals select their prefered Aso materials and collaborate with skilled local taoilo create bespoke garments - this practice not only pr traditional craftmanship but also fosters a sense o and idenity within the community.

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Market Exploration: Tems arrives at a vibrant Nigerian market, greeted by a symphony of colours, sounds, and textures. She interacts with an experienced fabric vendor, who refers to her as “Aunty” (referring to an elder as aunty or uncle is a sign of respect in Nigerian culture) and introduces her to various traditional textiles, such as Ankara.

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Fabric Selection: Tems thoughtfully selects fabrics that resonate with her aesthetic. The chosen fabrics blend traditional patterns and contemporary appeal, aligning with Meji Meji’s design philosophy.

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Final Reveal: The film culminates with Tems leaving the stalls with her hands full of the fabrics bought showcasing the Meji Meji pieces she’s wearing. This narrative celebrates the artistry involved in Nigerian fashion.

BTS of the design collaboration: collaborates with Meji Meji’s design team, discussing how to turn the selected fabrics into final pieces - highlighting the the fusion of traditional craftsmanship with modern design elemtns.

Visuals: Cinematic shots that capture the vibrancy of the market, the intricate details of the fabrics and the experience from beginning to end

Music: A fusion of Afro beats and soulful melodies to enhance the cultural ambience.

Dialogue: Authentic conversations in Nigerian Pidgin and English, emphasising the authenticity and relatability of the viewers of the film.

“Threads of Tradition: Tems’ Journey through Nigerian Markets” aims to depict the authenticity of Nigerian fashion as well as the significance of traditional fabrics. By featuring Tems in this short film, it bridges the gap between cultural heritage and contemparory fashion with the feautred products promoting sustainability while also giving back to the local community - aliging well with Meji Meji’s identity.

“Everything you wear should be a reflection of who you are” - Tems.

Blacksher, Devine. “Tems’ Bodycon Moments That Are Defining Her Style Legacy.” Essence, 24 Aug. 2024, www.essence.com/gallery/tems-syle-bodycon-trend/#14 Accessed 20 Jan. 2025.

BNS. “Tems Showcased Unique Styles for Her “Born in Wild” Tour [Europe Edition] | BN Style.” BN Style, 2024, www.bellanaijastyle.com/tems-born-in-the-wild Accessed 20 Jan. 2025.

Dayo, Bernard. “The Best Style Moments of Tems.” OkayAfrica, 16 Mar. 2023, www.okayafrica.com/tems-b fashion-moments/. Accessed 20 Jan. 2025. dolapo. “Traditional Nigerian Fabric - Urbanstax.” Urbanstax, 9 Feb. 2024, urbanstax.com/traditionalnigerian-fabric/? srsltid=AfmBOopwf7SWfGiOfZrqeXMfUdZ_kWlzvCNW3LYyjAB vAA8wWDZ0qg&v=7885444af42e. Accessed 20 Jan. 2025.

Fathia Olasupo. “How Nigerian Ankara Fabric Has Bec Global Piece.” Rex Clarke Adventures, Oct. 2024, rexclarkeadventures.com/how-nigerian-ankara-fabricbecome-a-global-piece/? utm_source=chatgpt.com#google_vignette. Accessed 20 2025.

Marcellus, Kerane. “Designer Spotlight: Meji Meji F Tolu Oye.” Essence, 22 Oct. 2023, www.essence.com/fashion/designer-spotlight-meji-mej founder-tolu-oye/. Accessed 19 Jan. 2025. Mark, Monica. “Nigeria Hopes Kano’s Ancient Textile Traditions Can Boost Trade and Tourism.” The Guardi Guardian, 25 July 2013, www.theguardian.com/world/2013/jul/25/nigeria-kanotextile-tradition-trade-tourism. Accessed 20 Jan. 2 “Meji Meji — IA Connect | Industrie Africa.” Industrieafrica.com, connect.industrieafrica.com/designers/mejimeji. Acc 19 Jan. 2025.