Madagascar's fashion industry is set to make its mark on the global stage with the launch of eHaingo, a platform dedicated to promoting local fashion and accessories. The brainchild of Elisa Ravoaja, eHaingo aims to contribute to the country's cultural and artistic visibility beyond its borders. The platform will feature seven Malagasy creators and brands, including SihRakout, Bogasy, and Maison Tantely R, who will showcase their designs in sur-mesure and prêt-à-porter categories.
According to Elisa Ravoaja, the idea for eHaingo was born after she left Madagascar and wanted to participate in promoting the country's cultural and artistic richness. A developer based in Canada approached her with the idea of creating a platform for custom-made and ready-to-wear clothing, which aligned with her existing work in export-import. The platform will handle logistics, transportation, and customs formalities, making it easier for customers to purchase Malagasy products online.
eHaingo will operate as a distributor, not a reseller, with suppliers proposing their creations and products being prepared after a client's order and purchase. The platform will take care of the entire supply chain, from Madagascar to the final destination. In addition to the online platform, eHaingo has a showroom in Massy, about 30 minutes from Paris, where customers can view and purchase products.
The creators and suppliers on eHaingo were selected based on the quality of their products, with a focus on meeting international market standards. The platform aims to provide a single destination for customers to find various fashion items and accessories, ensuring a secure and tracked purchasing experience. By promoting Malagasy fashion globally, eHaingo hopes to increase the country's visibility and showcase its creative talent.
The platform's target market includes the Malagasy diaspora in France, estimated to be around 180,000 people, who are looking for products that connect them to their heritage. However, eHaingo's ambitions extend beyond the diaspora, aiming to tap into the broader French market and eventually expand to other European countries, Canada, and the Americas.
To ensure the platform's success, eHaingo will focus on diversifying its offerings to cater to different consumer styles and profiles. This will involve adding more products and brands to the platform, including urban fashion, elegant clothing, and more original pieces. By doing so, eHaingo aims to establish itself as a go-to destination for customers looking for unique and high-quality fashion items.
As eHaingo begins its journey, it invites other Malagasy creators to join the platform, emphasizing that quality and excellence are essential for building a sustainable image of Malagasy fashion globally. With its comprehensive approach to logistics, marketing, and sales, eHaingo is poised to make a significant impact on the global fashion scene and promote Madagascar's cultural and artistic heritage.
Key points
- eHaingo aims to promote Malagasy fashion globally, starting with France and expanding to Europe, Canada, and the Americas.
- The platform will feature seven Malagasy creators and brands, including SihRakout, Bogasy, and Maison Tantely R.
- eHaingo will handle logistics, transportation, and customs formalities, making it easier for customers to purchase Malagasy products online.
