The Sunday Mail
ZIMBABWE has been sharing its culture and heritage with the rest of the world for centuries.
Trade Focus
Allan Majuru
Its undoubted rich culture and heritage presents a unique opportunity for the country to connect with the rest of the world, share its diversity, experiences and tell a positive story.
In recent years, the Second Republic, under President Mnangagwa, has been trying to ensure some elements of our cultural practices, especially arts and crafts, translate into meaningful economic gains.
During the recent Culture Month commemorations in Binga, Matabeleland North, President Mnangagwa challenged young people to “participate in Culture Month celebrations, especially that activities around this event can be transformed into viable commercial products and services”.
This renewed focus on the arts and crafts sector by Government is bearing fruit.
The arts, creative and cultural industries have the potential to make a significant contribution to national exports, if provided with the necessary support.
From January to April this year, exports from the arts and crafts sector rose by 24 percent to US$3,3 million, from US$2,6 million in the same period last year.
Although the figures might look small, the increase signifies potential for the sector to perform better if more opportunities are unlocked and direct market linkages are established.
Major exports from the sector include original sculptures and statuary (in any material), and collections and collector’s zoological pieces.
Major markets include Europe, the Middle East and Asia.
There are signs of a growing appetite for the products in regional markets such as Namibia and South Africa.
Growing exports
Zimbabwe has always had a good reputation in export markets when it comes to art products like stone and metal sculptures, as well as handicraft products such as baskets.
For a long time, stone sculptures have defined Zimbabwe’s offerings to the world, with artists like Dominic Benhura and Agnes Nyanhongo positioning themselves uniquely in international markets through the provision of products that are of high quality and consistent standards.
Offerings such as baskets, wood carvings, metal sculptors, music and performing arts have similarly been gaining traction in international markets, particularly in Asia and Europe.
Products from the arts and crafts sector have been reaching regional and international markets such as South Africa, Namibia, Europe, Japan, China, the United Arab Emirates and Singapore.
To further grow exports, local producers can ride on this reputation to export their products to new markets and increase the contribution of the arts and crafts sector to the economy.
Government has already made a commitment to ensure creatives are supported so that they can grow in national importance and economic value.
For example, the Cultural and Creative Industries Strategy (2020-2030), currently under implementation, is targeted at strengthening and transforming the creative industry at all levels.
This, along with complementary projects from various stakeholders, will go a long way in improving the sectors’ contribution to national exports.
For example, ZimTrade — the national trade development and promotion organisation — has initiated various trade promotional and development projects that have positively contributed to the sector.
Earlier this year, the organisation facilitated local players’ participation at the Ambiente Trade Fair in Germany, which is one of the largest exhibitions for arts and crafts in Europe.
The inaugural participation of local companies allowed them to create stronger and direct linkages between local creatives and buyers in international markets.
There is need for further support for local artists to ensure they continue participating at the international trade fair, as this will unlock direct access to markets.
ZimTrade is also developing export clusters in provinces such as Masvingo and Matabeleland North to develop the capacities of producers.
These are just a few of the interventions that can be channelled towards growing exports from the sector.
Using online platforms
To ensure continued export growth and improved visibility in international markets, local artists need to take up space and engage in online platforms specific to the sector.
With the increase in online trade, registering on online trade platforms is a necessary strategy to increase visibility of products and sales.
Good online platforms include Etsy, Amazon and Kitoko London.
Local players can also make use of Zimbabwe’s export-focused platform, Shop@Zim, which was designed to link local exporters with international buyers.
The platform, which is being marketed at major international exhibitions and business linkage programmes, makes it easy for buyers to locate specific suppliers from Zimbabwe.
These platforms accommodate art and crafts, according to how they would fit in the different markets, depending on how they will reach the destination.
Participating in online art galleries such as Picasso Artists and Art Talent Fair showcases can also boost the industry and give more recognition to artists.
Linkages with diaspora and marketing agencies
Stronger linkages between local artists and Zimbabweans in the diaspora play a critical role in promoting Zimbabwean arts and crafts in the same way they do for foods and other manufactured goods.
Networks that seek to direct foreign currency to various creative industries through collaborations, creations and innovations must be promoted.
When looking for promoters of local pieces in international markets, diaspora communities must be included.
This will not only ensure a ready market for local artists but will also increase the penetration of local cultures in international markets, which, in turn, will stimulate growth for the creative industry in Zimbabwe.
There is also need for artists to establish working relations with reputable marketing agents in international markets, who will help push local products in hard-to-reach markets.
A good marketing agent will also be a useful tool for artists to improve on external factors like packaging products and services in an attractive manner for desired markets.
Marketing agents also assist artists to gain clientele and perspective on market requirements and preferences.
The music industry has succeeded in this area, with agents/managers securing collaborations with artists from the region and beyond.
Allan Majuru is ZimTrade’s CEO
