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Case Study: Entry Viability Study for an International Fashion Retailer Targeting Yaoundé

Consumer & Behavioral Research
Client
Fashion Retailer
Location
Ankara, Turkey
Date
23/12/2024
Website

Client Background

A European mid-sized fashion retailer specializing in affordable luxury apparel contacted WS Market Research Firm with plans to expand its footprint into Central Africa. After successful launches in East and West African cities, the brand identified Cameroon as its next strategic location. Its main question:
“Are Yaoundé and Douala viable markets for our first two stores in Central Africa?”

The company sought a comprehensive entry viability study to determine market potential, competitive intensity, consumer behavior, operational requirements, and overall feasibility.

Envisioned multimedia based expertise and cross-media growth strategies. Seamlessly visualize quality intellectual capital without superior collaboration and idea-sharing. Holistically pontificate installed base portals after maintainable products.

Objective of the Study

The client requested a detailed and data-driven analysis to:

  1. Evaluate demand for mid-range and affordable luxury fashion products in both Yaoundé and Douala.

  2. Understand consumer behavior, preferences, and spending capacity in each city.

  3. Compare competitiveness between the two cities, including foreign and local fashion retailers.

  4. Identify prime store locations suitable for a flagship store launch.

  5.  

  6. Assess logistics, staffing, importation, and regulatory constraints for operating in both cities.

  7. Provide a go/no-go recommendation based on financial and market viability.

Methodology

1. Dual-City Retail Mapping & Foot Traffic Analysis

Our team conducted physical and observational assessments in:

  • Yaoundé: Warda, Quartier du Lac, Djeuga Mall, Nsimeyong, and Bastos

  • Douala: Bonapriso, Akwa, Bonanjo, Bali, and Douala Grand Mall

We mapped:

  • 80+ fashion stores

  • Foot traffic volume

  • Store sizes, layout, and merchandising quality

  • Customer demographics by location

 

 

2. Consumer Surveys (n = 650 respondents)

We collected responses from:

  • 320 consumers in Yaoundé

  • 330 consumers in Douala

Survey areas included:

  • Shopping frequency

  • Monthly clothing expenditure

  • Preferred styles (casual, formal, evening wear, accessories)

  • Local vs. foreign brand preference

  • Influencers of purchase (price, quality, trendiness, brand reputation)

3. Focus Groups (6 Sessions Total)

We held sessions across both cities with:

  • University students

  • Young professionals

  • Working-class parents

  • Middle-income earners

We examined fashion aspirations, brand perceptions, and affordability expectations.

4. Competitor Benchmarking

We analyzed:

  • International retailers at Douala Grand Mall

  • Local boutiques

  • High-end designer stores

  • Informal markets such as Sandaga (Douala) and Mokolo (Yaoundé)

  • Second-hand clothing markets (“okrika”)

Our benchmarking assessed pricing, style variety, customer service, and product turnover.

5. Regulatory & Operational Assessment

We reviewed:

  • Import duties on clothing and accessories

  • Customs processes at the Port of Douala

  • Retail licensing requirements

  • Staffing availability

  • Local warehousing and logistics providers

  • Operating costs comparison between the two cities

Key Findings

1. Strong and Growing Market Demand in Both Cities

  • 74% of Douala respondents buy clothing at least twice a month.

  • 68% of Yaoundé respondents show similar purchasing frequency.

  • Douala consumers have slightly higher disposable income, but Yaoundé’s consumer base shows more interest in fashion trendiness.

Both cities show strong demand for stylish, modern, and high-quality clothing brands.

2. Distinct Consumer Behavior Between Cities

Yaoundé:

  • Preference for trendy, modern styles

  • High interest in foreign brands

  • Price-sensitive but value-conscious

  • Influenced heavily by social media trends

Douala:

  • Higher spending power

  • Strong interest in premium and mid-range brands

  • High demand for ready-to-wear workwear and casual wear

  • Consumers value shopping convenience and store experience

3. Competitive Landscape Differentiation

Yaoundé:

  • Many mid-sized boutiques and semi-modern stores

  • Few consistent or well-structured foreign brands

  • Opportunity to differentiate through quality and store ambiance

Douala:

  • Stronger competition with international brands at Douala Grand Mall

  • Busy informal markets serving cost-sensitive customers

  • High opportunity for an “affordable luxury” positioning

4. Prime Store Locations Identified

Yaoundé Recommendations:

  • Warda Commercial Zone

  • Quartier du Lac

  • Djeuga Mall (for a flagship store or launch pop-up)

Douala Recommendations:

  • Douala Grand Mall (flagship store)

  • Bonapriso (premium residential neighborhood)

  • Akwa (high-traffic commercial area)

Each location was evaluated based on foot traffic, demographics, rental costs, and competitive presence.

5. Regulatory Environment Manageable but Requires Planning

  • Import duties and logistics through the Port of Douala must be factored into pricing.

  • Business registration in Cameroon remains straightforward with proper guidance.

  • Both cities offer strong availability of sales assistants and retail staff.

Conclusion & Recommendation

Based on the findings, WS Market Research Firm concluded that:

Both Yaoundé and Douala are viable markets, but each offers unique advantages.

Douala – Best for First Flagship Store

  • Higher purchasing power

  • Stronger appetite for mid- to high-range fashion

  • Excellent mall infrastructure for brand visibility

Yaoundé – Ideal for Second Expansion Phase

  • Younger, fashion-conscious customers

  • Growing middle class

  • Strong demand for stylish and trendy clothing

Recommended Strategy:

  1. Launch first store in Douala Grand Mall or Bonapriso.

  2. Launch second store 6–12 months later in Yaoundé to evaluate brand reception and operational performance.

  3. Use social media influencers and digital campaigns to build a strong multi-city brand presence.

  4. Import a curated collection initially, with potential for localized product testing.

  5. Deploy a customer loyalty program to build early repeat customers.

Client Outcome

Using our study, the client:

  • Approved a two-phase expansion strategy

  • Adjusted their pricing model for the Cameroonian market

  • Finalized preliminary lease discussions with Douala Grand Mall

  • Secured internal budget for the Yaoundé store launch

  • Designed a localized marketing strategy tailored to each city

The project positioned the client for a strategic and sustainable entry into Cameroon.

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