My phone rang out and I hate it ringing out esp at that time. It was 5.30am and only Mudi would dare call me at the time. I was already feeling guilty, cos I didn’t attend his mother’s burial in Delta state so I picked.
Check, I don send u a pic. I need caption. That was Mudi for you. He had moved beyond the emotional and it was work. I said yes sir.
I checked and it was the famous Obi Cubana who had come to his ultra modern show room in Lekki in search of a befitting outfit and he needed the pic with a perfect caption out in the media esp the blogs where Odogwu was king.
I sent him the caption and in minutes the biggest blogs where awash with the pics complete with numerous comments and ‘likes’
This morning, a young designer called. He had sent me samples of his work and I promptly dashed it out. He didn’t take the time to profile me and my fashion out look before he went to sew me a caftan that they use to break Ramadan fast.
He wanted to study my sales technique, the way I build my network and basically get me to mentor him as he tries to buikd a sustainable fashion platform
Then Mudi came to mind. How has Mudi been able to achieve relevance in several markets. He has not only gained the elusive longevity but broken into strategic markets within the continent
When u think of other brands like Dakova, Sophisticat who ruled the markets same time as him, you will begin to see the need for this article.
Mudi has always been very strategic. His success formula in my estimation has been on a tripod – media, network and craft with the craft playing a very insignificant role.
You will want to ask me why is his craft insignificant after all, is that not what he is selling, the clothes. Wrong
The clothes are a given. The market knows that he designs very exquisitely and is most likely the best with linen which is very popular amongst a certain demographic and income strata
So what he sells is his NETWORK and now uses media and strategic relationships to oil and push the network towards his clothes
When he dropped billboards all around Lagos with some very famous and relatable personalities like Okey Bakassi, Mozes Praiz and the ever brilliant RMD, he was pulling in a certain market segmentation.
Now this market segmentation opened him up to the politcal class. He once said, he loves democracy cos the Senators, Governor’s, councillors, states house of Assemblies, SAs, SSAs, and all sort will wear trades.
This was very reflective in the whats app group that I formed working very closely with Patrick the debonnaire lawyer to gather support for his mother’s burial.
A cursory look at the list, and u will see this class well represented and also a huge showings by professionals, media people, entertainers with most of them above the 45 year band.
Mudi meticulously works this age band while still keeping his foray in social media where he goes to farm for aspirational clients hence his push with the Obi Cubana clip.
His networking skills are second to none as he attends every social events, calls u out of the blue to discuss politics and life issues and in most cases never ever mentions the need for u to buy clothes
I’ve known him for almost 10 years and he has never for one day asked me to buy his clothes but has built a relationship with me which makes me his brother. This he has replicated across the stated class of people with his ‘brothers’, firmly placed in different markets.
Another thing he does so well, in getting his brothers is identifying those who bbbfh. ycan afford his clothes. His clothes don’t come cheap as what u would get from the normal designer, you would be spending x 10 to get one with his label.
So if u are strategic to him either as an influencer or media person you will be a brother even if you cannot afford his clothes – this is where I firmly play. Me and Tade and Scott who calls himself Scott of Warri.
Now his media foray is his key strength. He has built very strong relationships with media people. Almost every serious Print media person have once been gifted with his designs and have been made brothers.
The new media influencers are also ‘brothers’. These ones get invited, receive surprise visits and calls and generally get curated and pulled into the enclave and they in turn become missionaries for the brand
Mudi’s grestest strength is his ability to evolve. Using the Warri enclave which houses the core of the comedy industry which has gained world wide attention, he has built very strong relationships with the leading lights of the industry from which he pushes out to their high net worth adherents converting them into clients.
Just watch out any of the big comedy shows-from Alibaba thru to Bovi and even AY whose brother is a junior competitor, you will notice that most VVIP ticket holders are Mudi clients and you will see him work the halls, shaking and back slapping in the very latest of his designs eliciting envy and the expected – Mudi abeg do another five for me na.
He is also very deliberate with the media, hosting them to media parleys, supporting their causes and once in a while dropping the two page pull out in Thisday and Guardian giving him the fresh look and a continuous top of mind positioning in the market.
To round up, pls note that Mudi does not sell clothes but sells relationships within an ever expanding network that criss crosses the Continent making the eventual sale of the clothes a given and something that you don’t even discuss before your bring out your cheque book.
So when next you drive past one of his delectable designer outlets either in Lekki, Nairobi, Accra or Abdidjan or you see him drive past in one of his antique cars splashing mud water all over you, know that the man doesn’t sell clothes – he is a deliberate man.
Thank you
Duke of Shomolu
