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COMPANY PROFILE

WEARCULTUREM A D E I N A F R I C A

Wear Culture is a Nigerian-based online marketplace for premium

African fashion clothing, arts and craft. We carefully select items from

African fashion designers all over the world, giving Nigerians and Africans

in general a platform where they can purchase these products.

We offer tailored shopping experiences, including delivery of clothing and

accessories from international fashion brands to Nigerians.

Our mission is to provide Africans and lovers of African fashion with high

quality African inspired products from world-class African fashion brands

at competitive prices, offering premium men, women and children's clothing

and accessories online, that is both functional and beautiful.

We also offer personalized style services, which include detailed style

assessments and feature different dress-style personalities, ensuring that our

customers are always well dressed.

WHO WE AREPage 1

Wear Culture started in August 2012 with three (3) creative individuals

coming together to create a platform for Nigerian fashion designers,

artists and craft makers to showcase their works to the world.

Our initial strategy was to provide a basic ecommerce site focusing on

clothing items sourced locally from the Nigerian retail market.

However, upon conducting further research into the market for

Afro-centric goods in Nigeria, we decided to expand the scope of the idea

into building an online market place where lovers of African fashion can

find and buy exquisite clothing made by designers from Africa.

Presently, we are in our launch year and would be rolling out services in the

3rd quarter of 2013.

REGISTRATIONThe company is an offshoot of Helixcore Inc. Helixcore Inc. is a registered

company under the Nigerian Corporate Affairs Commission.

HISTORYPage 2

Our objectives at Wear Culture include the following

Create a platform where African fashion designers, artists and crafts

makers can showcase their works to both local and international markets

Establish relationships and partnerships with local and international

African designers in Nigeria, enabling easy access to African inspired

products and services both locally and internationally

Creating an collaborative platform where African fashion designers

can share ideas in sourcing fabrics and making pieces that are modern

and trendy, expanding the wearability of African pieces to formal, casual,

wedding, occasions .

Bringing together shoppers, designers and tailors in one platform

allowing shoppers to direct the making process of clothes they intend

to purchase through the platform

etc

OBJECTIVESPage 3

To create an online community that would foster the globalization and

appreciation of African inspired fashion, arts and crafts, showing the works

and their respective designers to the world while enabling lovers of

African fashion connect with and purchase items from these designers.

MISSIONWear Culture's mission is to bring Afrcican fashion, art and craft to the world.

This defines our purpose as company and serves as a standard which

guides our works and actions. We hope to do this by simplifying access to

premium African inspired fashion, art and craft from world-class African

creatives including fashion designers, artists and craft makers.

VISION

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MISSION..contdIn the first one (1) year, we aim to attract and retain about 100,000-250,000

customers worldwide, carve our niche while increasing our market share of

the online African inspired fashion, art and craft retail market and

consequently help African designers increase their sales figures through

the marketing of their products and the improvement and diversification of

our services.

Our aim is to make it easier for the savvy lovers of African fashion to access

clothing, accessories, art and craft from premium fashion brands all over

the world. This we will do by enabling relationships with manufacturers and

retailers of these brands and establishing sourcing links. With regular

upgrades, our website will improve customer experience, making it easier for

customers to view and purchase items. We have a team working on the

website usability and functionality to increase its ease of use and product

identification.

Ultimately, we look forward to becoming the most engaging and

customer-centric outfit in our category.

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VALUESThese are the values that guide our business, our service and our brand.

They are what we look for in every partner and employee.

Passion for African designs

Everyday, we look out for designs from African

designers that are simple yet engaging. We try to work with designers that

make clothes that are beautiful and that people lust after.

We want our customers to always stand out when they wear our pieces

and develop a sense of attachment to the products they get from us

Individual respect and responsibility

At Wear Culture, we act like owners.

We are responsible for the quality of the outfits we carry on our platform

and we ensure our customers are always satisfied with our service.

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Ethical Fashion

We are concerned about how, where and in what

conditions the pieces we carry are made. We do everything possible to

ensure the working conditions of our partners are at a sustainable level

Customer Service

We are sold-out to our customers; so we listen, we observe, we learn and

we focus on their needs. Our customers are everything to us

Commitment to excellence and people

We are committed to excellence in service delivery and work hard at

working with the best people in their respective capacities to grow the

Wear Culture brand

Teamwork

We leverage our collective genius in bringing our customers

exquisite fashion pieces from African designers all around the world.

VALUESPage 7

Our business at Wear Culture involves establishing relationships and

partnerships with African designers, working with them to showcase their

works on our platform ranging from clothing, shoes, bags, art and prints,

to the international market, right where people who want them the most

can see them.

The Wear Culture team is characterized by the kind of diversity that is

essential to crafting successful strategies for brands and their customers.

We are located in Nigeria, the most fashion-centric country in Africa with a

large customer base of buyers looking to make the right fashion purchases.

Our vision is to create a progressive lifestyle online store inspired by African

designs and prints, a first of its kind in Nigeria.

OUR BUSI NESSPage 8

Wear Culture will carry Ready-to-Wear (RTW) premium clothing, bags, shoes,

accessories, art and print from African designers. We intend to start with

ten (10) main African fashion brands which would include

Liz Ogumbo (South African), Kelechi Odu (Nigerian),

Mememe (South African boutique) and The Grey (Nigerian), and

Asakeoge (Nigerian). Wear Culture will also carry designer fashion

accessories such as watches, perfume, handbags, scarves and wardrobe

accessories from a famous premium fashion and luxury brands.

PRODUCTS & SERVICES

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In addition to our ecommerce store, we also hope to help customers define

their sense of dressing and identify African inspired clothing that would suit

their personality by providing style assessment services along with tips on

what clothing works well for his/her style personality. There would normally

be a small fee for the assessment, but customers are able to take the Style

Assessment for free at our Style Studio when they make cumulative purchases

of N20,000 – N30,000. After each customer completes the quiz in the studio

section of the store, he/she will receive a laminated Wear Culture wallet card

to carry around as a shopping reminder that lists his/her style personality type,

style words, style icons and clothing styles appropriate for him/her.

PERSONALITY STYLE ASSESSMENT

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We start out by working with African designers to explore the collections of

their works they would be willing to market through our platform.

The range of items we hope to catalog on our site include

clothing (men’s, women’s and kids), bags, shoes, jewelry, art, prints etc.

Based on the seasonal collections of clothing from designers,

we curate pieces from designer collections featuring them on our site while,

helping our partner designers expand their reach to customers worldwide

and grow their purchase numbers by the sales of their products through

our platform.

Our stocking strategy comes in two phases. Initially, we intend to start by

offering drop shipping services from our partners to our customers.

Here we create and develop photos of the items to be featured on

Wear Culture and bring them on-to our platform. We then work with our

partners in marketing their products by showcasing their products on our

homepage and engaging in other marketing strategies which would involve

social and web marketing techniques in raising the awareness level of specific

brand products on our platform.

As our business grows and we expand our operations, we intend to

commence physical stocking of items from our partners, assuming more

responsibility of the products to be shipped to our customer.

PARTNERSHIPPage 11

In developing our platform, we have integrated a number of payment

gateway systems to allow us process money payment from all available

credit/debit card providers. This would include VISA, MasterCard and Paypal.

We believe that with customers allowed to make payments via these three (3)

channels, we would be able to ensure shoppers can use and make payment

on our site from any location in the world.

We also intend to work with our partners in devising a formula for sales

profits sharing. This sharing formula would be based on a per-item basis

which would be structured to be favorable to all parties involved (this would

depend on two cost structures; profit from price difference in wholesale and

retail prices or an agreed percentage of the sales in commission).

PAYMENT & SHIPPING

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Payments would be remitted to our partners on an agreed schedule while

we also work with them to ensure items are shipped out to buyer locations

in a timely manner. With respect to shipping of products from our partners

to us or to our customers directly, in cities where Wear Culture has established

shipping partners (eg. the USA to Nigeria), we would make use of such agencies.

In other cities where we don’t, we would work with our partners in finding the

most efficient and cost efective means of shippings these items.

The necessary shipping processes, costs and delivery times would have to be

determined before products would be featured on the site so respective costs

can be reflected in the checkout pages of the shopping cart to enable buyers

know the total costs of procuring items on the platform and make informed

decisions.

PAYMENT & SHIPPING...contdPage 13

Our fashion blog would be frequently updated with posts featuring the

following details:

Featured Designer

This will showcase profiles of the brands and the creatives behind the brands

we would be carrying at Wear Culture. Through this, customers can get

exclusive introduction to the brands and the design process and creativity

the designers employ in giving birth to their ideas and pieces they make

How to Wear

This will provide a fun and educative platform, showing customers how to

wear African designs (how to wear a particular item for work, weekend and

going out) and combine these clothes to get the right look for their

personalities

Coming Soon

This will feature items coming into the store soon

Services

This will list all the additional style services that Wear Culture offers

FULL & SELF SERVICEPage 14

At Wear Culture, we believe in bringing the best service to our customers.

Our sales associates are always on call and are available to assist customers

with their Style Assessments, wardrobe planning, special orders and

personal shopping. Our online store is strategically designed to enable

customers forge relationships with the brands we carry,

allowing customers to “follow” brands that they love.

FULL & SELF SERVICE...contd

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Made in AfricaCopyright c 2013, Wearculture Ltd.

6 Kehinde Odusote Street, Anthony Village, Lagos, Nigeria

+234-8034838434+234-8065835943

http://www.wearculture.cominfo@wearculture.com