STRATEGIC MARKETING OF NIGERIAN TEXTILES: EMPLOYING DATA ANALYTICS TO UNDERSTAND GLOBAL CONSUMER PREFERENCES FOR TRADITIONAL FABRIC ART: A REVIEW

Abstract

In recent years, the Nigerian textile industry has been poised to reclaim its position on the global stage, leveraging its rich history and vibrant fabric artistry. This research paper delineates the pivotal role of data analytics in reshaping the strategic marketing approaches within the sector, aiming to align with global consumer preferences more adeptly. Through a meticulous literature review, the study explores the evolutionary journey of Nigerian textile artistry and the integration of contemporary marketing strategies, emphasizing the potential growth and developments foreseen in the industry. The methodology adopted in this research is a comprehensive literature review, where various scholarly articles and case studies were analyzed to glean insights into the current trends and prospective developments in the industry. This approach facilitated a deep understanding of the existing gaps in the literature and the potential avenues for further research. The findings underscore the transformative potential of data analytics in revolutionizing the Nigerian textile industry. By fostering targeted marketing campaigns and product innovations that resonate with a global audience, the industry stands to witness unprecedented growth and economic contributions to the nation. In conclusion, the study recommends the integration of data analytics as a cornerstone strategy in the industry, advocating for capacity-building initiatives to equip industry players with the requisite skills to navigate the evolving landscape. Furthermore, fostering collaborations and partnerships with international entities is seen as a vital step towards enhancing the global visibility of Nigerian textiles, thereby ushering in a new era of prosperity and innovation in the sector.