Wearing a scarf was once a fashion style associated primarily with women; however, as the world evolves, scarf-wearing has become a trendy fashion statement, with men now wearing it more than women.

Though some view it as a disadvantage, others, especially some men, have found a positive way to incorporate it into their style, reaping significant benefits from its use.

That is the story of Francis Botwe, an okra seller at the Dome Market, who has carved a niche for both himself and his business.

Francis, once a dedicated engineering student at Accra Technical University, put his education on hold to venture into business after his sister who was his sole provider fell ill.

Speaking exclusively in an interview with Victoria Kyei Baffour on GhanaWeb TV’s Everyday People, Francis said the usage of the scarf is a market strategy that has really helped him.

According to him, customers and potential buyers are able to easily identify him when they want to purchase 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 added that new customers often hesitate to patronise him when they arrive and find him not wearing the scarf, which has become a key part of his brand and helped attract 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.

Watch Francis’s full interview below: