Why Lagos, Abuja and Port Harcourt Demand Different Luxury Playbooks

By Hammed Adebiyi Nigeria is often framed as a single emerging luxury market because that framing is tidy for slide decks and regional briefs. It is also dangerously misleading for brands that care about lasting premium equity and measurable commercial returns. The reality is simple: Lagos, Abuja and Port Harcourt operate as three different luxury …