We’ve all been there. You see a stunning Ankara two-piece on Instagram. The design is fire, the model looks incredible. You click the link, ready to support a Nigerian brand, and then you see it: ₦85,000. Your heart sinks. Is this two-piece made of gold thread? Why does it cost almost as much as your monthly data allowance? At mynaijakings.com, we decided to dig deeper. We spoke to tailors, fabric sellers in Balogun Market, and even a few designers (anonymously) to answer the burning question: Are Nigerian fashion designers ripping us off?
The Breakdown: Cost of Materials
Let’s break down the real cost of that ₦85,000 outfit.
- Ankara Fabric: The heart of the outfit. A high-quality 6-yard Swiss Ankara from a reputable seller in Balogun will cost the designer between ₦3,500 – ₦6,000 per yard. For a full outfit, let’s average it at ₦4,500/yard x 6 yards = ₦27,000.
- Lining & Thread: Good lining (Bemberg, etc.) and strong thread might add another ₦5,000 – ₦7,000.
- Zippers, Buttons, Beads: Depending on complexity, add ₦2,000 – ₦15,000. Let’s take a middle point of ₦8,000 for a well-made outfit.
Total Material Cost: ~₦42,000
The Hidden Costs: What You Don’t See
This is where designers justify their prices. This is the “business” part.
- Labour: A skilled tailor in Lagos doesn’t come cheap. For a complex design, labour can range from ₦15,000 – ₦30,000.
- Operating Costs: Rent for their workshop/showroom, electricity (fuel for generator!), packaging, transport. This can easily add ₦10,000 per item when averaged out.
- The Biggest Cost: Marketing & Branding. That Instagram ad you saw? They paid for it. The professional photoshoot? Paid. The influencer who wore it? Probably got it for free or was paid. This marketing cost is significant and is factored into the price. Let’s estimate ₦15,000 per item for a brand with a strong online presence.
Total Business Cost: ~₦40,000 – ₦55,000
Grand Total Cost to Designer: ~₦82,000 – ₦97,000
The Controversial Truth
Wait. If it costs them nearly ₦90,000 to make, how are they selling it for ₦85,000? They aren’t.
Our investigation reveals a different picture. Most designers buy Ankara in bulk at a significantly cheaper rate (up to 40% discount). They also have tailors on salary, not per-piece, reducing labour cost per item. The actual cost to produce that outfit is likely between ₦45,000 – ₦60,000.
Selling it for ₦85,000 gives them a profit margin of roughly 40-50%. Is this a rip-off? In the business world, that’s a standard, healthy margin for a luxury good. You’re not just paying for fabric and thread; you’re paying for the design, the brand, and the convenience.
Conclusion: Value vs. Price
So, are they ripping you off? Not exactly. They are running a business with real costs. However, the key is transparency and value. Is the craftsmanship flawless? Is the customer service excellent? Does the design make you feel like a king or queen? If yes, then the price might be justified. If the finishing is poor and the brand has a bad reputation, then yes, you are being ripped off.
The final verdict? Do your research. Support talented designers who offer value. But never feel guilty for questioning a price tag.