Fashion Entrepreneurs Research Articles

Customer experience management: A study of humanic versus mechanic clues and business sustainability of selected Nigeria local fashion brands

The primary aim of this study was to evaluate the impact of humanistic and mechanical indicators on the concept of sustainability. Embarking designers create brands to fulfill creative needs, but fashion entrepreneurs must evaluate challenges with discernment and expertise, understanding customer-centric product design. This study examined how local fashion brands in Nigeria manage customer experience in accordance with this fundamental principle of sustainability. In order to accomplish the stated aims, two hypotheses were derived based on the study questions posed. The study employed a mixed method, where a survey and an interview were used to get responses from the employees and customers. The survey was generated via a structured questionnaire and distributed online. The investigation employed a descriptive research approach, distributing and retrieving 103 copies of the questionnaire from the employees of the two selected local fashion brands. Using the structural equation model (SEM-Smart-PLS), the study found that humanic and mechanic clues both have a significant influence on sustainability. Based on the findings, it was recommended that fashion companies ought to provide training to their personnel to surpass client expectations, cultivate a welcoming work environment, and strategically position fittings to generate a favourable psychological influence on prospective buyers.

Production of Fashion Items and Clothing Accessories for Economic Sustenance and Revitalization in Ondo West Local Government

The fashion industry plays a crucial role in economic sustenance and revitalization by driving employment, supporting local industries, and contributing to overall economic growth. This paper investigated the production of fashion items and clothing accessories for economic sustenance and revitalization in Ondo West Local Government (OWLG). Four research questions guided the study. A descriptive survey research approach was adopted for this study. The sample for the study comprised One Hundred and Twenty (120) fashion entrepreneurs and stakeholders in the fashion industry in OWLG. The questionnaire used for data collection was designed and titled ‘Production of Fashion Items and Clothing Accessories for Economic sustenance and Revitalization in Ondo West Local Government (PFICA)’. Findings from the respondents showed that the production process is heavily reliant on the quality and availability of raw materials. Further findings revealed that the fashion industry truly faces various challenges, including limited access to finance, inadequate infrastructure, raw materials and accessories not readily available, and a shortage of skilled labor. Additionally, production of fashion items and clothing accessories within the locality can promote a self-sufficient economy that is less dependent on imported goods. The research findings hold practical implications for policymakers, industry stakeholders, and investors interested in leveraging the fashion industry for economic sustenance and revitalization in OWLG. Based on the findings, several recommendations were made. Firstly, there is a need for the adoption of initiatives such as facilitating access to finance through microcredit schemes by the area. Secondly, the government should establish fashion hubs and centers or collaborative spaces for fashion designers and tailors to work together, share ideas, and collaborate on projects while having affordable access to raw materials. Lastly, investing in vocational training programs to develop a skilled workforce was emphasized as a crucial step towards addressing the shortage of skilled labor. Implementing these recommendations can contribute to the economic sustenance and revitalization of the fashion industry in OWLG and foster sustainable development.

Entrepreneurship, Tourism, Local Fashion, and Curriculum Development: A South African study

Entrepreneurship stands as a pivotal force in our modern landscape, with an array of business opportunities beckoning young individuals. It is imperative that institutions, enterprises, and decision-makers recognize and harness the entrepreneurial potential of the youth. In an age defined by technological advancements and innovation, young people are uniquely equipped to seize these opportunities. Many of the emerging businesses in today's knowledge-driven society bear testament to this phenomenon, a fact underscored by the ongoing global crisis. In South Africa, the cultural and creative industry shines as a beacon of economic potential, ranking among the most vibrant sectors. Given this backdrop, it is prudent to explore avenues for nurturing enterprises within the realm of culture, creativity, fashion, and tourism. Furthermore, it is essential to consider the roles of educational institutions in offering incentives and support for the initiatives of young entrepreneurs venturing into these domains. These institutions play a crucial role in dismantling the obstacles that often hinder the smooth establishment and development of such enterprises. This paper significantly contributes to the existing body of knowledge by presenting empirical evidence that aligns with entrepreneurial motivation theory, albeit in a more specific context: the entrepreneurship of fashion clothing. Furthermore, it offers insights into the formulation of a fashion and clothing entrepreneurship curriculum, as perceived by university students specializing in clothing and textile studies. This research not only sheds light on the motivations of aspiring fashion entrepreneurs but also informs the design of educational programs that can better equip them to navigate this competitive landscape.

Identifying critical resources for successful fashion startups in the USA: an exploratory study

PurposeUsing resource-based theory and social cognitive theory, this study aimed to investigate crucial resources that new US fashion ventures need to survive the initial stage of business development. It also intended to discover the role and characteristics of founders that contribute to the success of a fashion business, as well as challenges and struggles that fashion entrepreneurs face.Design/methodology/approachFor the study, a qualitative research method with in-depth personal interviews was conducted. Participants were recruited through purposeful sampling methods. Using a grounded theory approach, we analyzed the approximately 308 pages of primary source data, transcribed from the records of the interviews.FindingsFindings were categorized into three major themes. First, financial resources and literacy, marketing, merchandising, as well as legal resources were identified as critical resources at the firm level. Second, at the individual level, four important human agency factors, including intentionality, forethought, reactiveness and reflectiveness were revealed as essential for the success of fashion entrepreneurs. Lastly, relationships and networks were highlighted at both firm and individual levels.Originality/valueThis study contributes to the understanding of fashion entrepreneurship, an understudied area. The study identified critical resources for the success of fashion startups, especially during the initial business development process. The findings also emphasized the importance of human agency factors and networks at both firm and individual levels.

Investigation of Fashion Students’ Interest in Fashion Entrepreneurship

Investigation of Fashion Students’ Interest in Fashion Entrepreneurship

Pengembangan Kewirausahaan Ecoprint Berbasis Smart Steamer Machine Guna Meningkatkan Kualitas Produk dan Efisiensi

Ecoprint, a fabric printing and dyeing technique utilizing natural dyes with leaves, is currently experiencing a surge in demand and becoming a trend among fashion entrepreneurs and textile craftsmen. The unique patterns created from leaves distinguish ecoprint from traditional batik designs in the market, making it highly appealing. Apietz Craft, a Small and Medium Enterprise (SME), was established at the beginning of 2020 during the Covid-19 pandemic. Mostly operated by residents of Jl. Hasyim Ashari II, Sepanjang Village, Gondanglegi District, Malang Regency, the business faced challenges during the ecoprint fabric steaming process. The issues stemmed from the small size of the steaming pot and the lack of temperature control, leading to a decline in fabric quality. These obstacles hindered the ecoprint production process, resulting in suboptimal outcomes. In response to these challenges, this PKM program proposes a solution by introducing a technology transfer initiative. A smart steamer machine will be implemented, designed to accommodate a larger capacity and capable of monitoring temperature within the machine. This advancement aims to enhance production quality and improve production efficiency. The initiative is expected to address the current issues faced by our partner, enabling them to achieve optimal ecoprint fabric production.
 Keywords: Smart Steamer Machine, Ecoprint, Development Entrepreneurship

Fashion Entrepreneurship: Narcissism and Entrepreneurial Intention

Narcissism and entrepreneurship have been little studied in previous research. For the fashion industry, the relevance of narcissism is evident. In Paris, Berlin, and Zurich, students from fashion schools were surveyed about the connection between dual narcissism and entrepreneurial intention. The results indicate that there are strong correlations between narcissistic admiration and entrepreneurial intention; however, no significant correlations were found for the second component of dual narcissism and narcissistic rivalry. The simple research design was followed up with a more complex research design that attempts to answer the question of how narcissistic admiration influences entrepreneurial intention. The results highlight the view that entrepreneurial skills and risk-taking (as one of three factors) of individual entrepreneurial orientation mediate the relationship between narcissism and entrepreneurial intention. Unlike proactivity, innovativeness correlates positively and strongly with narcissistic admiration but has no significant effect on entrepreneurial intention. In the fashion industry, innovativeness can be lived by starting a venture or as an entrepreneurial career in the creative environment of existing fashion companies.

A Comprehensive Study of Instagram Features Used by Fashion Entrepreneurs

This research article presents a comprehensive study of Instagram features used by fashion entrepreneurs strategically to enhance their online presence, engage with their target audience, and achieve business objectives. By examining the utilization of features such as Instagram Shopping, Stories, and user-generated content campaigns, this study aims to uncover the underlying strategies, and assess the overall features influencing the brand visibility, customer engagement, and sales conversion within the dynamic fashion industry.

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

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

Case Study of Makeover Design Studio – Empowering Women

Purpose: Fashion entrepreneurship is considered one of the best models for doing sustainable business today. While meeting the needs of the society it has proved to enable practicability to secure business. This case study focuses on Makeover Design Studio. The case of Makeover Design Studio will be analyzed in how it creates market-based orientations, how the business creates values, and innovativeness in various dimensions of entrepreneurship. Makeover Design Studio, keeping the mission and goodwill of the clients, employees, and women empowerment. The boutique is considered entrepreneurship, market orientation, and employability. It is a legally incorporated design and manufacturing organization in Mangalore. Similar case studies have been studied on women entrepreneurs, to know various women empowerment programs; therefore, it is critical to understand the process followed by Makeover Design Studio. In modern times a family cannot afford to have any of its female members who are non-productive. However, lack of skills and financial paucity lead to women being unemployed. This can be elevated through the interventions of entrepreneurs by giving directions and purpose for their livelihood. Women's Empowerment builds the ability to gain power over oneself and take decisions over one’s life, boosting confidence, self-esteem, and well-being. Hence Makeover Design Studio is involved in various activities such as conducting workshops, demonstrations, seminars, exhibitions, and skill development programs to improve the ability of women. Design/Methodology/ Approach: The approach followed in making this case study is based on the observations of the processes followed, speaking to various participants of the empowerment programs of the organization, the owner, and the program coordinator. Open questions were asked to many of them, either directly or indirectly, involved in the activities are conducted by Makeover Design Studio. Findings/ Results: It has been found out by the study conducted at Makeover Design Studio, that by conducting activities and skill development programs for women, they can be empowered and made into future entrepreneurs. Originality: This is the first attempt to study Makeover Design Studio; as a case study; which was not studied by any academician. Collectively the case study reflects the difference between employed and empowered. The main intention of the case study is to highlight the importance of the holistic and inclusive approach to women's economic empowerment and the provision of services that create enabling equality. Paper Type: Case study to understand the supporting activities conducted by Makeover Design Studio in accordance with the differential needs and priorities.

Impact of Brand Identity and Brand Image On Fashion Entrepreneurs: A Case Study of Greater Accra Metropolis

Over the years branding has been the concern of many businesses across the globe, however the fashion world has not been exempted, many studies has also been carried out to investigate relationship that exist between fashion and branding. Brand images and identity has been the major point for competition among fashion customers, clients, investors and brand owners. This call for this research to find out impact of brand image and brand identity has on fashion entrepreneurs. The population was drawn from Accra metropolis covering areas such as McCarthy hill, and North-Kaneshie, Accra. Purposive sampling was used to select 50 respondents made up of fashion entrepreneurs (14), fashion students (18) and consumers (18). The questionnaire was the main tool used for this study. Four research questions were tested in this study using simple percentage, piecharts and frequencies respectively. The results show that the essence of branding on fashion entrepreneurs is inseparable. Logo, symbol/ colors of a fashion enterprise contribute to the progress of fashion entrepreneurs. It was also discovered that brand name has an influence on purchase decision of their clients and that brand identity increases investors and customer awareness and customer loyalty. It was concluded that the impact of brand image and identity such as logo, symbols, colors among others, contribute significantly to customers and loyalty. This study recommends that fashion entrepreneurs should give adequate time to come up with brands that speak for them anytime and anywhere, fashion entrepreneurs should cultivate the habit of setting fund aside for their business needs, as funds will be required to enhance their businesses, relying on government, non-governmental organization or others for loans may not always be available, creativity should be the focus of fashion entrepreneurs, because we live in a world where change is constant.

Fabulous and fashionable: how the FAB Lab is encouraging fashion entrepreneurs

Fabulous and fashionable: how the FAB Lab is encouraging fashion entrepreneurs

진정한 기업가성과 세계적 기업가정신

This study investigated a global fashion company with longitudinal two-staged in-depth case study research. Global luxury handbag stems from Aristocratic culture among European. Global luxury brand like Louis Vuitton, Buberry and others have roots in that region. Within dozens of years several global fashion brands such as DKNY, Michael Cors, Coach, and so on are launched in US. Behind the scenes, Simone Co., an entrepreneurial company takes the role of supportive partners. This company has first OEM order from a globally top-tier brand instead of European manufacturer. Since then, it has evolved to provide full package of services from design to delivery. The first entrepreneurial success story from Asia (Breaking the prejudice of ‘Asia discount’). The growth stages starts with the opening the window of opportunity. Authentic entrepreneurity can be stated as “Affordable Luxury in made in Asia.” Simone developed competence of design to be the first ODM in Asia. The vision of Brand Orchestra in Global Opera of Luxury Handbag with global brands continue to be realized with the lead customers and partners. Longevity with DKNY(since 1987), 11 years with LVMH (since 2000) are exceptional partnership. The deeper OCEAN of entrepreneurity was studied from the grounded theory approach to figure out 10 elements of entrepreneurity that linked with Entrepreneurial Orientation(EO) and actions: Innovation, risk taking, and proactive pursuit of opportunities. The global scale of success in fashion entrepreneurship are extraordinary for the sustainablity. The possibility in the sector is based on the combination of the three continental strength of entrepreneurity, and entrepreneurial orientation with innovation, proactiveness, and risk-taking. The value added are increasing with traditions, market, and the craftsmanship. There are some implications to the entrepreneurship scholars, educators, and practitioners in the field.

Peran self-efficacy dalam meningkatkan minat berwirausaha women entrepreneur yang dimediasi oleh pengetahuan kewirausahaan

This study was conducted to analyze the effect of entrepreneurial knowledge on self-efficacy; the effect of entrepreneurial knowledge on entrepreneurial intention; the effect of self-efficacy on entrepreneurial intention; the effect of entrepreneurial knowledge on entrepreneurial intention through self-efficacy. Using a quantitative research with an explanatory research survey method. Data analysis using path analysis through modeling of the Structural Equation Modeling (SEM) with AMOS. The data were collected through questionnaires to 120 women of fashion entrepreneurs in Makassar City, South Sulawesi. The results showed that entrepreneurial knowledge has a positive and significant effect on self-efficacy; entrepreneurial knowledge has a positive and significant effect on entrepreneurial intention; self-efficacy has a positive and significant effect on entrepreneurial intention; self-efficacy does not mediate the effect of entrepreneurial knowledge on entrepreneurial intention. The results of this study become a reference for women in conducting entrepreneurial activities and recognizing the influential aspects of entrepreneurship.

Just Like the King's Road, Only Nearer: Scotland's Boutique Bonanza, 1965–1970

The fashion entrepreneurs of so-called ‘Swinging London’ — John Stephen on Carnaby Street or Mary Quant on the King's Road, for example — fundamentally changed British fashion in the 1960s: from old to young, dull to vibrant and, crucially, from shop to boutique. But while the impact of ‘Swinging London’ is well recorded in the historiography of English fashion and retail, less is known about its effects further afield. This article considers the impact of ‘Swinging London’ boutique culture in Scotland between 1965 and 1970. Taking the example of the Glasgow fashion design and manufacturing business Marion Donaldson as its main case study, it draws on a variety of oral history, archival and media evidence to trace the dissemination of boutique fashion culture in Scotland across multiple retail contexts. From the urban centres of Glasgow and Edinburgh to the towns and regions beyond, it offers new analyses of the opportunities boutique retailing afforded Marion Donaldson and the Scottish fashion industry more generally, and thus provides new insight into the impact of the so-called ‘boutique boom’ of the 1960s on Scottish fashion and enterprise culture.

Marketing for Survival: The Survivalist Promotional Mix of Informal Clothing Manufacturing Micro-enterprises

ABSTRACT The purpose of this paper is to investigate the promotional activities embraced by informal clothing manufacturing micro-enterprises (CMMEs) in the informal economy of an emerging market. Informal micro-enterprises are both income and job-generating alternatives for unemployed people in South Africa’s townships. Recent research has highlighted the need to develop unique marketing strategies to address challenges in emerging markets and help CMMEs realize their true potential. A qualitative case study, which included personal interviews with 13 CMME owners and observations at a workshop with five participating CMMEs, was undertaken at a business incubation hub. The findings from this study suggested the prevalence of opportunistic self-started promotional activities and assisted promotional activities. CMMEs selectively embrace some of the methods and activities contained in the conventional, innovational and fashion entrepreneur promotional mix strategies. The opportunistic use of promotional methods resulted in the survivalist promotional mix particular to the informal CMME in an African context. This paper makes a theoretical contribution to the knowledge base of marketing literature within the informal economy context, and literature about informal clothing micro businesses.

Fashion entrepreneurial self-efficacy: development and validation of a domain-specific scale

PurposeThe purpose of this research is to develop a multidimensional measurement of fashion domain entrepreneurial self-efficacy (FDESE) based on which fashion entrepreneurs will be able to better develop strategies to gain and sustain success in their business development. The research is crucial to advocate fashion entrepreneurship and will provide direction for fashion business incubation services.Design/methodology/approachThis research included three stages with mixed qualitative and quantitative approaches: conceptualizing construct definition and specifying domain(s) to generate initial items, scale purification and scale validation. This study started with reviewing the literature and individual interviews among 19 fashion entrepreneurs, which generated 72 initial items. An online survey was then conducted with individuals who are running or have the intention to run fashion businesses, yielding 249 useable samples for scale purification, which generated 21 items for the validation phase. Lastly, another online survey was administered to individuals who are currently running fashion businesses which resulted in 258 valid responses included for scale validation.FindingsA measure of FDESE that is both reliable and valid was developed, including 21 items across four distinct dimensions: passion for fashion business (five items), marketing and branding (seven items), financial management (five items) and creativity (four items).Originality/valueThis study is the first attempt to develop practical scales measuring self-efficacy that focus on fashion domain entrepreneurship. The newly developed FDESE scale indicates that entrepreneurship not only involves marketing skills, financial knowledge, creativity, leadership, and proactivity but also requires passion and persistence.

Nigerian intellectual property protection for small and medium-sized enterprise (SME) fashion designers in the digital economy

Nigerian fashion entrepreneurs are finding the market increasingly appealing due to the growing viability of small and medium-size enterprises (SMEs) in the fashion industry, particularly online retail fashion stores, and the easy accessibility of the Internet and digital media. However, with intellectual capital being the hallmark of the fashion industry, the nearly constant violation of intellectual property (IP) rights is a threat to the fashion sector’s continued existence and profitability in Nigeria. Fashion businesses are thwarted by an antiquated IP regime and the conflicting decisions of the courts on infringement cases which continue to frustrate the marketing of fashion brands on social media. This study used a descriptive and analytical approach, relying on both primary and secondary data, to analyse and assess the laws available for the protection of fashion designers’ intellectual works. The study also considers the various developments in fashion IP protection in more advanced countries, such as the United States and in the European Union, and makes practical recommendations to support the growth of IP law, fashion legislation and the Nigerian fashion industry in the digital economy.

Evolution of entrepreneurs’ expectations using instagram as a business practice: A transformative learning perspective in the case of sustainable fashion entrepreneurs in Mexico

Sustainability entrepreneurs act based on expectations about how products will be received by consumers, in which directions markets and demand will develop, or which business models and innovations will prevail. Through their action-guiding function, expectations play an important role in how sustainability ventures develop in and out of niches. However, little attention has been paid to how new communication media, especially increasingly important social media, affect the way entrepreneurs articulate and change their expectations. This paper addresses this research gap using transformative learning theory to examine the communication of Mexican sustainable fashion entrepreneurs on Instagram. We used snowball sampling to select a representative sample of fashion brands operating in the sustainable fashion niche in Mexico. We used a mixed-methods approach: To analyze entrepreneurs' expectations, their use of social media and other learning outcomes, we employed semi-structured interviews. To track the evolution of entrepreneurs' expectations and their activity on Instagram, we scraped content (posts) from their respective brands' pages. Fashion brands in Mexico with business models based on sustainable fashion are a mixture of market-based and grassroots initiatives. Although sustainability concerns drive the ventures of sustainability entrepreneurs, Instagramhas played a crucial role in the evolution of entrepreneurs' expectations towards innovation with products and business growth. This change in expectations can be understood as a transformative learning process that underscores different phases, action engagement, disorienting dilemmas and discourse. We contribute to opening and exploring the black box regarding the learning processes in the articulation and evolution of expectations.

Business skills development for a successful fashion business in peri-urban communities, South Africa

Background: Entrepreneurs from disadvantaged backgrounds often possess low levels of education, limited qualifications and training. This also applies to survivalist fashion entrepreneurs in the Sedibeng District Municipality (SDM), Gauteng. Over a third of these entrepreneurs are not formally educated in business skills and may not possess the adequate knowledge to operate their fashion business successfully.Aim: The aim of this research was to investigate the uses and challenges pertaining to business skills amongst fashion entrepreneurs without formal, fashion-related education or training, in order to determine their business skills’ training needs.Setting: The sample population included 105 black, adult fashion entrepreneurs, operating micro, survivalist fashion enterprises within peri-urban, resource-poor communities in the Emfuleni Local Municipality (ELM) of the Sedibeng district. Data for this study were collected from the respondents whilst shopping at fabric and haberdashery stores or from their home-business environments.Methods: A quantitative study applying non-probability, purposive and snowball sampling was performed. Data were collected by means of interviewer-administered questionnaires by trained fieldworkers.Results: The results indicated that the respondents lacked skills in developing business plans and possessed only moderate skills in finance and marketing. The respondents indicated training needs for fashion business skills in all areas of investigation, including developing a business plan, conducting basic bookkeeping, determining correct product pricing, drafting quotations and invoices, developing a budget, conducting basic market research and advertising their products and services.Conclusion: Fashion business skill training programmes should be developed to target and train fashion entrepreneurs without formal fashion-related education or training, contributing to the long-term sustainability of local fashion businesses in South Africa (SA).