SOFT SKILLS FOR RETAILING OF NATIVE AFRICAN ARTS IN THE 21ST CENTURY

Abstract

Visual arts of native Africa – modern and historical sculpture, painting, pottery, textiles, masks, personal decoration - are natural, beautiful, appreciated and patronised by people all over the world. However, the fact that many of the local artists who create these works have not shown improved economic status over time is an indication that they are not selling their products effectively. Thus, it appears that the artists possess the technical skills required to create the arts but do not have the soft skills required to attract and sustain buyers, negotiate effectively and sell their works at sufficient profit. This study identified the soft skills for effective retailing of African arts in the 21st century. Subjects were 124 artists and retail workers drawn from local art galleries that sell African arts in Lagos. The subjects responded to a 28-item questionnaire on soft skills for effective retailing of African arts in the 21st century. The respondents also provided information about their age, sex, arts retailing experience and type of art. Analysis of data was done using percentages, mean and standard deviation. The results obtained revealed that the retailers agreed that most of the identified soft skills in areas of communication; critical thinking, collaborative problem solving, negotiation and follow-up were required but not possessed by them. This finding call on art schools, faculties and institutions to integrate the teaching of the soft skills into their curriculum. It also underlines the need to organize workshops and seminars to help practicing teachers of art as well as African arts retailers to enhance their soft skills.