The founder and CEO of SNS Urban Clothing, Fafali Esinam Amengor, has urged fashion designers to identify their areas of comfort when starting up a fashion business.

Using herself as an example, she revealed how she struggled for three years to figure out her niche to focus on.

Speaking on Prime Morning in a conversation with Asieduwaa Akumia on Monday, the CEO indicated that it becomes easier when one is able to identify their specialized area.

"It took SNS about 3 years to identify our niche. The fashion industry is quite competitive and is such a broad field for you to play on. So, the fact that it’s competitive and broad makes it extremely difficult to find which niche suits you best," she said.

She also added that it requires a lot of time and effective planning to be able to recognize one’s niche.

Miss Fafali admonished that it is advisable to explore all areas until the best option is found to be able to succeed in the fashion industry.

After identifying one’s area of specialization, capitalization is the next major tool, according to her.

How can this be done? By looking out for customers and their preferences, to be able to meet their demands.

She further indicated that one needs investors to aid in scaling up their business, as it may be difficult to do it alone.

She revealed that after working in the banking industry for two years, she struggled to establish her fashion business.

For this reason, the CEO has advised interested fashion designers who are in different fields to continue while they work on the fashion business.

She added that it is not advisable to start up with a bank loan, as it is risky and one may run the business at a loss if it does not linger.

She has designed for presidents such as the late former president Flt Lt Jerry John Rawlings and President Akufo-Addo.

Though there may be challenges, she encouraged designers to be focused, resilient, and ready to find solutions to the problems that may arise.