Scarves, once seen as a women’s fashion item, have transformed into a popular trend, with men now wearing them more frequently than women.
While some may see it as a disadvantage, many, particularly men, have found creative ways to make scarves a part of their personal style, benefiting greatly from their use.
One such person is Francis Botwe, an okra seller at the Dome Market, who has successfully integrated the scarf into his business identity.
Francis, who was once a committed engineering student at Accra Technical University, paused his studies to start his own business after his sister, who was his main supporter, became ill.
In an exclusive interview with Victoria Kyei Baffour on GhanaWeb TV’s Everyday People, Francis shared that using the scarf has proven to be an effective marketing strategy for his business.
He explained that customers and potential buyers can easily recognize him by his signature scarf when they’re looking to buy okra.
“That’s my market niche. When everybody comes, the say ‘I’m looking for the guy with the scarf’, and even if they have not seen me before, that’s how they describe me to others that ‘when you go you will see him with a scarf’,” he said.
Francis mentioned that new customers tend to hesitate when they arrive and find him without the scarf, as it has become an essential part of his brand and a draw for attracting customers.
“If the buyers come and they don’t see me with a scarf, they tend to leave because they feel I’m not the one. If you want your friend to also come and buy from me, that’s how to describe me. I have different types of scarves,” he disclosed.
Francis hopes to return to school and pursue his aspirations and dreams of becoming an engineer.