We can get rich pickings from arts, crafts exports

Trade Focus

Allan Majuru

ZIMBABWE boasts vibrant arts and crafts, which have thrived for generations and supported communities for centuries.

From meticulously carved wooden sculptures to intricately woven baskets, these creations are not just beautiful objects, but also expressions of Zimbabwe’s cultural heritage passed down through families and communities. But local arts and crafts are not a hidden gem, as the country has for long shared its artistic legacy with the world, exporting not just these stunning crafts but also the very essence of its culture.

From the pre-colonial era to modern times, Zimbabwe has had a strong reputation for high-quality and unique pieces.

Its art is in demand around the world.

For example, Zimbabwe’s stone sculptures, produced from hard stones like serpentine and black granite, have gained international recognition for their unique style and beautiful depictions of human and animal forms.

In light of President Mnangagwa’s emphasis on positioning Zimbabwe at the centre of global supply chains, it is important to consider the arts and crafts sector as one of the low-hanging fruits.

Last year, the President launched National Culture Month in Binga, Matabeleland North, to showcase the country’s rich cultural diversity.

It is believed Zimbabwe could unlock economic gains from the unique aspects of localities, as well as its cultural heritage.

To ensure creatives improve earnings from their hard work, ZimTrade, the national trade development and promotion organisation, is working with local and international experts to develop capacities and improve the competitiveness of local artists in international markets.

These interventions are designed to make it easy for local artists to access lucrative international markets such as Europe, the Middle East and Asia.

The renewed focus on the arts and crafts sector has had positive outcomes for the country’s exports in the past few years.

According to the Zimbabwe National Statistics Agency, the sector grew by 15 percent to US$10 million in 2023, up from US$8,7 million a year earlier. At the start of the year, arts and crafts exports increased by 19 percent to US$683 000 in January 2024, from US$572 000 in the same period in 2023.

The coming in of export clusters, such as the Mashava Arts Cluster, established by ZimTrade to integrate small players in exports, is expected to contribute towards further export growth from the sector.

To ensure sustained growth, there are, however, areas local artists need to consider.

Segmentation and unlocking niche markets

The first step in exporting arts and crafts is understanding the diverse preferences of the global consumer base.

Although arts and crafts exports are about sharing Zimbabwe’s cultural diversity, there is a need to ensure that the local practices and interests align with the expectations of the market. For example, issues of eco-friendly and ethical sourcing are increasingly becoming important to buyers in Europe, and when targeting such markets, there is a need to ensure that locally produced products respond to such emerging issues.

Artists targeting the European market must consider use of natural materials and sustainable practices in their production process. This will ensure easy sales. Through segmentation, businesses can identify specific groups with common interests, behaviours and needs.

This approach allows artisans to tailor their products to niche markets, ensuring that each creation resonates with a distinct audience. Further, the broad buyer groups identified for Zimbabwe’s arts and crafts are locals, the tourist market and export market.

Too often, artists wish to export all they produce without a good grasp of what items appeal to which audiences.

For instance, when one considers the segmentation of traditional handmade pottery, while some consumers may be drawn to the rustic charm of traditional colourful designs, others may seek more plain, modern and minimalist pieces. This differs from country to country and region to region.

Some pieces make sense for tourists because they have a connection to the place and understand the piece, especially if they have met the artist. The same piece may have no appeal whatsoever to a person in a foreign market who has neither been to Zimbabwe nor has any connection to the local traditional art.

By recognising these distinct preferences, artisans can refine their offerings and effectively cater for a variety of tastes.

Connecting with the right audience

Once segmentation is complete, the next crucial step is targeting, the process of directing marketing efforts towards the identified segments. Crafting a compelling narrative that aligns with the values and preferences of the target audience is essential.

This not only fosters a connection but also increases the likelihood of successful sales.If an artist, for example, specialises in creating eco-friendly and sustainable crafts, targeting environmentally conscious consumers becomes paramount.

Communicating use of recycled materials, ethical production processes and the impact of their purchase on local communities adds depth to the product story, making it more appealing to the targeted audience.

Going a step further by creating information cards with full product descriptions also helps draw the environmentally conscious buyer, who has enough information to use when discussing and showing off the piece to friends and peers in Europe.

Acquiring certifications to back claims of ethical extraction and use of raw materials has become increasingly important in some markets that are serious about sustainable environmental practices.

Carving a distinct identity

Positioning is the final piece of the puzzle. This is about determining how a brand or product is perceived in the market.

In the arts and crafts export industry, effective positioning involves highlighting the unique cultural and artistic aspects of each creation.

This not only differentiates the product from competitors but also adds value in the eyes of the consumer. A good brand name comes in handy as it helps the product to be easily recognised. It also helps in building a loyal audience

Allan Majuru is the chief executive officer of ZimTrade.