Brief
Our client, a leading manufacturer of blankets and a wide range of textile products in West Africa, is seeking to expand its product line by introducing hair extensions. To facilitate this expansion, the company sought a comprehensive market scoping and route-to-market assessment for hair extensions alongside its existing textile products (knitting yarns, blankets, and shawls) in Nigeria. Webhaptic Intelligence was commissioned to carry out this study.
Approach
The study focused on four product categories: hair extensions, knitting yarns, blankets, and baby shawls. It was executed in two phases—trade and consumer surveys—targeting the Nigerian market, specifically in Kaduna.
- Trade Survey: Interviews with wholesalers, distributors, and retailers provided insights into market dynamics, including pricing, supply chain structure, and competitive landscape across the four product categories.
- Consumer Survey: Quota sampling of end-users focused on consumer preferences, product quality expectations, and purchase behaviour. This phase relied on face-to-face interviews using semi-structured questionnaires to collect quantitative data from consumers.
Impact
This study delivered a strategic framework that enabled our client to enhance their brand positioning, optimize product offerings, thereby significantly advancing their market presence and competitive edge. Also, they acquired valuable insights into the Nigerian hair extensions market.