Embarking on a journey through Nairobi's bustling artisan community, together with my co-author Isabella Maggioni, we delve into the resurgence of craftsmanship in Kenya. Our exploration centers on the artisans who, congregating at the renowned K1 Flea Market, have become the torchbearers of this artisanal revival.
Unveiling three pivotal practices shaping this resurgence—overcoming a negative COO effect, fostering a strong community, and elevating the reputation of local products—our study illuminates how these artisans function as microinstitutional agents, sparking a grassroots institutional change. The full study has been published in the book called "The Artisan Brand: Entrepreneurship and Marketing in Contemporary Craft Economies" (2022).
Practice 1: Overcoming a Negative Country of Origin Effect
Decades post-independence, Kenya grapples with lingering colonial influences impacting societal perceptions. The Country of Origin (COO) effect surfaces as a significant challenge, with local products often perceived as inferior. Entrepreneurs recount struggles, from stereotypes influencing fashion choices to biases favoring Western brands. However, the artisans employ a compelling strategy—allowing consumers to experience their products firsthand. Initial reluctance gives way to acceptance as the quality and uniqueness of local creations become evident.
Practice 2: Establishing a Strong Community
In the genesis of their ventures, artisans emphasize the importance of a supportive community. Overwhelmed by the need to convey the value of Kenyan products, entrepreneurs find solace in a growing network of believers. The K1 Flea Market serves as their weekly rendezvous, evolving into a familial space where ideas and camaraderie flourish. The community transcends competition, exemplifying the belief that a rising tide lifts all boats. Together, they aim to reshape perceptions and instill pride in products 'made in Kenya.'
Practice 3: Increasing Reputation of Local Products
Confronted with limited resources for individual promotion, artisans innovate by joining forces in marketing endeavors. United by a shared goal of promoting local products, they harness the power of collective marketing, creating synergy and amplifying their reach. The Flea Market, initially an informal gathering, transforms into a structured platform for promoting Kenyan craftsmanship. As the community gains visibility, even the government takes notice, recognizing their role in shaping a new narrative around Kenyan products.
What's next?
In the vibrant tapestry of Nairobi's artisanal landscape, we witness a cultural transformation led by passionate women entrepreneurs. Armed with resilience and determination, they challenge ingrained stereotypes and celebrate the beauty of Kenyan craftsmanship. Flea Markets stand not just as a marketplace but as a testament to the artisans' collective spirit, proving that a shared vision can foster meaningful change. As these microinstitutional agents redefine the 'made in Kenya' brand, they inspire a narrative of pride, quality, and unity, echoing beyond markets into the very fabric of Kenya's cultural identity.
Have you seen similar trends in other regions? Please leave a comment and let us know. Alisa
Feature photos taken by Alisa
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