Disruptive Innovation and Business Growth of Fashion Entrepreneurial Start-Ups in Nigeria

Abstract

This empirical study examined the relationship between disruptive innovation and business growth of fashion entrepreneurial start-ups in Nigeria. The study adopted the cross-sectional research survey design. Primary data was generated through structured questionnaire. The population, which also served as the sample size, for this study was sixty-three fashion entrepreneurs, fashion bloggers, fashion enthusiasts, fashion industry experts and clients of fashion outlets with social media presence in Nigeria. The reliability of the instrument was achieved by the use of the Cronbach Alpha Coefficient with all the items scoring above 0.70. The hypotheses were tested using the Spearman’s Rank Order Correlation Coefficient. The tests were carried out at a 0.05 significance level. The findings of the study indicate a positive and significant relationship between disruptive innovation and business growth (proxied by customer acquisition, brand presence and revenue growth) of fashion entrepreneurial start-ups in Nigeria. This suggests that fashion start-ups in Nigeria can leverage disruptive innovation strategies to foster growth, differentiate themselves in the market, and respond to evolving consumer demands. Therefore, the study recommends fashion start-ups should leverage technology-driven innovations to enhance business growth. This should involve adopting e-commerce platforms, mobile applications, and social media marketing strategies to reach and engage with a broader customer base. Utilizing data analytics and personalized marketing approaches can also help target and attract potential customers more effectively. Keywords: Disruptive Innovation, Business Growth, Fashion Entrepreneurial Start-Ups