Political branding taken to new level by merchandisers

FANCY wearing underwear bearing the colours of your beloved political party? Perhaps that may not be farfetched after all.

Tons of entrepreneurs are turning their ideas, no matter how crazy, into a lucrative business.

This year’s municipal election campaigns have seen party members showing their true colours.

The fashion narrative at rallies is fast becoming competitive, with local designers and merchandisers jostling to sell their fresh and innovative concepts – from stiletto-heeled shoes, handbags, car registration plates to toiletries, taking advantage of the growing industry.

Kutlo Marumo is one such businessman. The 28-year-old owner of the first ANC merchandise store at Gandhi Square in the Joburg CBD, loves the creations.

A former law firm call centre manager, Marumo established his business three years ago selling golf T-shirts from the boot of his car.

“They literally sold out like hot cakes. I then decided to expand my business,” he says.

At the time, he was an informal trader and didn’t have a licence, as is required by the party. He noticed there was a large gap in the market for stores and approached companies for funding, as well as the ANC.

He opened a shop in Durban and Mahikeng, in North West Province, before branching out in Gauteng last year.

Since then, Marumo has expanded his merchandise.

He now sells ANC-branded sneakers, hoodie-scarves, antiperspirants, deodorants, women’s head gear ( doeks), tracksuits, overalls as well as his and hers leather jackets which sell for R3 000 each.

He plans to sell ladies slip-on loafers (pumps), clutch bags and ANC-coloured beads.

“I have a creative mind. I tend to sit down and zone into my own space and come up with designs,” he says.

While some items, such as the deodorants are manufactured and packaged locally, Marumo’s main suppliers are in China and India – a process he says is not ideal but necessary at this stage to grow his business.

“As soon as our clientele grows I want all my items to be manufactured locally. It makes sense if we produce these here.”

When the Saturday Star, the Independent on Saturday’s sister newspaper, visited his shop this week, half of the merchandise was already sold out.

“I hardly keep anything for more than a week. Last week, I had 100 camouflage long-sleeve shirts and they were sold out within three days. The ANC’s manifesto meeting was crazy for us. We were busy,” he says.

Marumo was also tasked with making the special striped golf T-shirts that were worn by President Jacob Zuma and the entire ANC national executive committee at its manifesto rally.

Cheapest

While he is aware that there are other top-notch designers producing ANC gear, Marumo remains unperturbed.

“I’m the cheapest. I have slowly grown my business and I am extremely happy with the progress I have made so far.”

He plans to open more shops as soon as he receives more funding.

Booming business and endless orders have also kept Nkululeko Mpofu, a merchandiser for the DA, on his toes.

Mpofu sells DA-branded sun hats, belts, vuvuzelas, berets and the usual apparel such as T-shirts and caps at rallies.

“Every time I go to a rally people stop me and ask where I got this and that from. I tell them that I have created it. That’s how I obtain orders,” he says.

Mpofu is also looking at producing household items and accessories for men and women.

The EFF is popular for its red berets. But it has also made strides by producing head gear for women party members, jackets and magnets. Orders are placed online or with local merchandisers.

Could this be an era where we see ANC-coloured cooking pots, Inkatha Freedom Party socks, African Christian Democratic Party-branded Bibles, or United Democratic Movement tea cups, cushions available at local supermarkets or clothing stores?

Only time will tell.