Leveraging Fashion Exhibition Events and Social Media Engagement for the Promotion of Nigerian fabric Brands
Keywords:
Event strategy, fashion exhibition weeks, social media, brand visibility, Nigeria fabrics, consumer engagement
Abstract
This study examines the promotion of Nigerian fabric brands through fashion exhibition events and social media engagement. Utilizing a mixed-methods research design, the study incorporates descriptive research and content analysis. Data were collected from social media networks, review sites, newspaper websites, and published journals, thematically arranged to identify key trends. The findings highlight seven indices from Lagos Fashion Week, Port Harcourt International Fashion Week, and Hayati Fashion Week, emphasizing event strategies and social media engagement levels categorized as high, moderate, or low. Analysis of fabric types used by designers revealed preferences across different regions. The study underscores the effectiveness of integrating fashion events with social media to enhance brand visibility and consumer engagement. Evaluations indicate a strong impact on brand awareness and purchase intentions, though further research is needed to explore long-term effects and strategies for sustaining engagement. This approach provides comprehensive insights into the strategic promotion of Nigerian fabric brands.
References
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Becattini, F., De Divitiis, L., Baecchi, C., & Bimbo, A. D. (2023). Fashion recommendation based on style and social events. Multimedia Tools and Applications, 82(24), 38217-38232.
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Bizuneh, B., & Kifle, T. (2024). Prioritizing customer requirements for men’s denim jeans through factor analysis and fuzzy analytic hierarchy process. International Journal of Quality & Reliability Management, 41(3), 778-804.
Brambilla, M., Ceri, S., Daniel, F., & Donetti, G. (2017). Temporal analysis of social media response to live events: the milano fashion week. In Web Engineering: 17th International Conference, ICWE 2017, Rome, Italy, June 5-8, 2017, Proceedings 17 (pp. 134-150). Springer International Publishing.
Chrimes, C., & Boardman, R. (2023). The opportunities & challenges of the metaverse for fashion brands. The Garment Economy: Understanding History, Developing Business Models, and Leveraging Digital Technologies, 389-410.
Chu, S. C., Deng, T., & Cheng, H. (2020). The role of social media advertising in hospitality, tourism and travel: a literature review and research agenda. International Journal of Contemporary Hospitality Management, 32(11), 3419-3438.
Chukwuemeka, Nwigwe. (2019). Engaging with Fibers, Fabrics, and Figures in Nkoli Ka Exhibition. doi: 10.1080/14759756.2018.1462942
Ciprazo Jr, E. O., & Barat, K. (2021). Laser Safety at a Trade Show/Exhibition. Laser Safety in Specialized Applications, 9-1.
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Kom, C. N. (2022). Making Sense of Co-Opetition in a Post-Colonial Entrepreneurial Landscape: Nigeria’s Fashion Industry (Doctoral dissertation, Sheffield Hallam University).
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Merino, J. C. B. (2022). Event experience: a consumer’s point of view during the Covid-19 pandemic (Doctoral dissertation).
Morgan, D. L., & Nica, A. (2020). Iterative thematic inquiry: A new method for analyzing qualitative data. International Journal of Qualitative Methods, 19, 1609406920955118.
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Murzyn-Kupisz, M., & Hołuj, D. (2021). Fashion design education and sustainability: towards an equilibrium between craftsmanship and artistic and business skills?. Education Sciences, 11(9), 531.
Nwafor, O. C. (2021). Aso Ebi: Dress, Fashion, Visual Culture, and Urban Cosmopolitanism in West Africa. University of Michigan Press.
Omeihe, I., Harrison, C., Simba, A., & Omeihe, K. (2023). The role of the entrepreneurial leader: a study of Nigerian SMEs. International Journal of Entrepreneurship and Small Business, 49(2), 187-215.
Onyeator, I. (2019). Class structures in the creative industries: An analysis of the working conditions of workers in Nigeria’s fashion sector. Research on Humanities and Social Sciences, 9(4), 1-11.
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Petrov, J. (2019). Fashion, history, museums: Inventing the display of dress. Bloomsbury Academic.
Rahman, M. S. (2020). The advantages and disadvantages of using qualitative and quantitative approaches and methods in language “testing and assessment” research: A literature review.
Rao, P. H. N., Vihari, N. S., & Jabeen, S. S. (2021). Reimagining the fashion retail industry through the implications of COVID-19 in the Gulf Cooperation Council (GCC) countries. FIIB Business Review, 10(4), 327-338.
Rodriguez, M. Y., & Storer, H. (2020). A computational social science perspective on qualitative data exploration: Using topic models for the descriptive analysis of social media data. Journal of Technology in Human Services, 38(1), 54-86.
Samuel, K. C. (2022). Optimizing the Internet Despite Threat to IP: How Fashion Designers in Nigeria are Leveraging Digital Media Platforms for Market Entry and Growth. Advanced Journal of Social Science, 10(1), 1-13.
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Sergio, F. (2020). Storytelling in the Luxury Industry: Narratives as a Tool for Experiential Branding-The Case of Christian Dior Couture.
Shahbaznezhad, H., Dolan, R., & Rashidirad, M. (2021). The role of social media content format and platform in users’ engagement behavior. Journal of Interactive Marketing, 53(1), 47-65.
Singh, S. (2023). Fashion Marketing. LWRN Studio.
Stella, Rita, Emmanuele. (2023). Making Sense of Co-Opetition in a Post-Colonial Entrepreneurial Landscape: Nigeria’s Fashion Industry.. doi: 10.7190/shu-thesis-00519.
Sun, T., Zhou, B., Zheng, Q., Wang, L., Jiang, W., & Snyder, G. J. (2020). Stretchable fabric generates electric power from woven thermoelectric fibers. Nature communications, 11(1), 572.
Sundararaj, V., & Rejeesh, M. R. (2021). A detailed behavioral analysis on consumer and customer changing behavior with respect to social networking sites. Journal of Retailing and Consumer Services, 58, 102190.
Tayaba, T., & Assumpta, O. O. (2020). Rethinking Sustainability in the Fashion Industry through Indigenous Culture (Sustainability in Textile & Fashion Supply Chain Management). Department of Management, Economics & Industrial Engineering, North West University.
Tella, O. (2023). The creative sector and soft power: assessing the appeal of the Nigerian fashion industry. The Round Table, 112(6), 629-640.
Urdea, A. M., & Petris, C. or Constantin. (2021). Experts’ Perspective on the Development of Experiential Marketing Strategy: Implementation Steps, Benefits, and Challenges. Journal of Risk and Financial Management, 14, 502.
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Vogue Business. (2023, November 1). Inside Lagos Fashion Week's focus on growing Pan-African. Retrieved May 31st, 2024 from https://www.voguebusiness.com/fashion/latest
Williams, D. (2018). Fashion design as a means to recognize and build communities-in-place. She Ji: The Journal of Design, Economics, and Innovation, 4(1), 75-90.
Ziyae, B., Rezvani, M., & Eynolghozat, M. (2022). Co-opetition in entrepreneurial city: An approach to complexity theory. Cities, 121, 103470.
Abou-Shouk, M. A., Zoair, N. I., Farrag, M. M., &Hewedi, M. M. (2018). The role of international exhibition venues in marketing exhibitors’ destinations. Journal of Vacation Marketing, 24(2), 136-147.
Allen, J., Harris, R., & Jago, L. (2022). Festival & special event management. John Wiley & Sons.
Almalki, D. K., & Tawfiq, W. A. (2023). Implementation of a Sustainable Apparel Design Framework for Felted Women’s Garments Made of Local Wool. Fashion Practice, 15(3), 401-423.
Andò, R., Briatore iD, S., & Denaro, G. (2023, August). Check for Rethinking Fashion Storytelling Through Digital Archives and Immersive Museum Experiences. In Fashion Communication in the Digital Age: Proceedings of the FACTUM 23 Conference, Pisa, Italy, 2023 (p. 279). Springer Nature.
Aziz, M., Salloum, C., & Alexandre-Leclair, L. (2019). The fashion industry in Africa: A global vision of the sector. Sustainable fashion: Empowering African women entrepreneurs in the fashion industry, 77-97.
Becattini, F., De Divitiis, L., Baecchi, C., & Bimbo, A. D. (2023). Fashion recommendation based on style and social events. Multimedia Tools and Applications, 82(24), 38217-38232.
Bide, B. (2017). Signs of wear: Encountering memory in the worn materiality of a museum fashion collection. Fashion Theory, 21(4), 449-476.
Bizuneh, B., & Kifle, T. (2024). Prioritizing customer requirements for men’s denim jeans through factor analysis and fuzzy analytic hierarchy process. International Journal of Quality & Reliability Management, 41(3), 778-804.
Brambilla, M., Ceri, S., Daniel, F., & Donetti, G. (2017). Temporal analysis of social media response to live events: the milano fashion week. In Web Engineering: 17th International Conference, ICWE 2017, Rome, Italy, June 5-8, 2017, Proceedings 17 (pp. 134-150). Springer International Publishing.
Chrimes, C., & Boardman, R. (2023). The opportunities & challenges of the metaverse for fashion brands. The Garment Economy: Understanding History, Developing Business Models, and Leveraging Digital Technologies, 389-410.
Chu, S. C., Deng, T., & Cheng, H. (2020). The role of social media advertising in hospitality, tourism and travel: a literature review and research agenda. International Journal of Contemporary Hospitality Management, 32(11), 3419-3438.
Chukwuemeka, Nwigwe. (2019). Engaging with Fibers, Fabrics, and Figures in Nkoli Ka Exhibition. doi: 10.1080/14759756.2018.1462942
Ciprazo Jr, E. O., & Barat, K. (2021). Laser Safety at a Trade Show/Exhibition. Laser Safety in Specialized Applications, 9-1.
Di Maria, E., Bettiol, M., & Capestro, M. (2023). How Italian fashion brands beat COVID-19: manufacturing, sustainability, and digitalization. Sustainability, 15(2), 1038.
Elfeky, A. I. M., &Elbyaly, M. Y. H. (2023). The use of data analytics technique in learning management system to develop fashion design skills and technology acceptance. Interactive Learning Environments, 31(6), 3810-3827.
Entwistle, J. (2023). The fashioned body: Fashion, dress and modern social theory. John Wiley & Sons.
Eventbrite. (n.d.). Fashion events in Nigeria. Retrieved May 30th, 2024 from https://www.eventbrite.com/Nigeria/Events-in-Nigeria
Fakunle, O. A. (2023). The Yoruba Traditional Dress and Contemporary Issues, 1900–1960.
Fibre2Fashion. (2024). Lagos Fashion Fair- 2024. Retrieved May 31st, 2024 from https://www.fibre2fashion.com/trade-fairs/lagos-fashion-fair
Gott, S., Loughran, K. S., Quick, B. D., & Rabine, L. W. (2017). African-print fashion now! A story of taste, globalization, and style. African arts, 50(1), 42-59.
Goyal, A., & Verma, P. (2024). The relationship between brand engagement, brand loyalty, overall brand equity and purchase intention. Journal of Strategic Marketing,
32(1), 65-79.
Grassi, A. (2020). Art to enhance consumer engagement in the luxury fashion domain. Journal of Fashion Marketing and Management: An International Journal, 24(3), 327-341.
Gurova, O., Merritt, T. R., Papachristos, E., &Vaajakari, J. (2020). Sustainable solutions for wearable technologies: mapping the product development life cycle. Sustainability, 12(20), 8444.
Gursoy, D., Yolal, M., Ribeiro, M. A., & Panosso Netto, A. (2017). Impact of trust on local residents’ mega-event perceptions and their support. Journal of travel research, 56(3), 393-406.
Huggard, E., & Särmäkari, N. (2023). How digital-only fashion brands are creating more participatory models of fashion co-design. Fashion, Style & Popular Culture, 10(4), 583-600.
Hughes, H. (2022). Performing postcolonial identity: The spectacle of Lagos Fashion Week. International Journal of Fashion Studies, 9(2), 281-298.
Hughes, H. (2022). Trans local Subjectivities, Space, and Aesthetics. Creating African Fashion Histories: Politics, Museums, and Sartorial Practices, 131.
Ibiwoye, T. I. (2023). A Journey Through Time: A Pictorial Documentation of Yoruba Fashion From 1960 to 2020. AKU: An African Journal of Contemporary Research, 4(3).
Kansteiner, K., & König, S. (2020, January). The role (s) of qualitative content analysis in mixed methods research designs. In Forum Qualitative Sozial forschung/Forum: Qualitative Social Research 21(1).
Kawamura, Y. (2018). Fashion-ology: An introduction to fashion studies. Bloomsbury Publishing.
Khan, I. (2022). Do brands’ social media marketing activities matter? A moderation analysis. Journal of Retailing and Consumer Services, 64, 102794.
Kom, C. N. (2022). Making Sense of Co-Opetition in a Post-Colonial Entrepreneurial Landscape: Nigeria’s Fashion Industry (Doctoral dissertation, Sheffield Hallam University).
Kostis, A., Albers, S., Vanderstraeten, J., Chinchanikar, S., & Bengtsson, M. (2024). Coopetitive dynamics, really? Towards an interaction perspective on coopetition. Industrial Marketing Management, 116, 158-169.
Lagos Fashion Week. (2023). Lagos Fashion Week. Wikipedia. Retrieved May 31st, 2024 from https://en.wikipedia.org/wiki/Lagos_Fashion_Week
Lagos Fashion Week. (n.d.). Lagos Fashion Week. Retrieved May 31st, 2024 from https://lagosfashionweek.ng
Legendary Gold Limited. (n.d.). Nigeria Fashion Week. Retrieved from http://legendarygold.tv/nfw/about
Majeed, M., Owusu-Ansah, M., & Ashmond, A. A. (2021). The influence of social media on purchase intention: The mediating role of brand equity. Cogent Business & Management, 8(1), 1944008.
Merino, J. C. B. (2022). Event experience: a consumer’s point of view during the Covid-19 pandemic (Doctoral dissertation).
Morgan, D. L., & Nica, A. (2020). Iterative thematic inquiry: A new method for analyzing qualitative data. International Journal of Qualitative Methods, 19, 1609406920955118.
MSME Africa. (2024, April 29). 6 Fashion Shows Nigerians Should Not Miss Each Year. Retrieved May 31st, 2024 from https://msmeafricaonline.com/news
Murzyn-Kupisz, M., & Hołuj, D. (2021). Fashion design education and sustainability: towards an equilibrium between craftsmanship and artistic and business skills?. Education Sciences, 11(9), 531.
Nwafor, O. C. (2021). Aso Ebi: Dress, Fashion, Visual Culture, and Urban Cosmopolitanism in West Africa. University of Michigan Press.
Omeihe, I., Harrison, C., Simba, A., & Omeihe, K. (2023). The role of the entrepreneurial leader: a study of Nigerian SMEs. International Journal of Entrepreneurship and Small Business, 49(2), 187-215.
Onyeator, I. (2019). Class structures in the creative industries: An analysis of the working conditions of workers in Nigeria’s fashion sector. Research on Humanities and Social Sciences, 9(4), 1-11.
Opaleye, Adepeju A., Adekunle Kolawole, and Muyiwa A. Opaleye. "An integrated QFD-FEA framework for evaluation of Nigeria garment designs." European Scientific Journal 16.13 (2020): 348-363.(2022). Fashion Events and e-WOM. Event Management, doi: 10.3727/152599521x16192004803511.
Orukpe, W. E. and Faruq, B. I. 2023. Fashion Designing and Economic Development in Lagos State, Nigeria, 2011-2020. Sokoto Journal of History Vol. 12. Pp. 115-127. www.doi.org/10.36349/sokotojh.2023.v12i01.010
Petrov, J. (2019). Fashion, history, museums: Inventing the display of dress. Bloomsbury Academic.
Rahman, M. S. (2020). The advantages and disadvantages of using qualitative and quantitative approaches and methods in language “testing and assessment” research: A literature review.
Rao, P. H. N., Vihari, N. S., & Jabeen, S. S. (2021). Reimagining the fashion retail industry through the implications of COVID-19 in the Gulf Cooperation Council (GCC) countries. FIIB Business Review, 10(4), 327-338.
Rodriguez, M. Y., & Storer, H. (2020). A computational social science perspective on qualitative data exploration: Using topic models for the descriptive analysis of social media data. Journal of Technology in Human Services, 38(1), 54-86.
Samuel, K. C. (2022). Optimizing the Internet Despite Threat to IP: How Fashion Designers in Nigeria are Leveraging Digital Media Platforms for Market Entry and Growth. Advanced Journal of Social Science, 10(1), 1-13.
San Miguel, P. (2023, August). Check for Fashion Shows: The Greatest Show on Earth Patricia San Miguel), Ana Rus-Navas, and Teresa Sádaba D ISEM Fashion Business School, 28027 Madrid, Spain {patricia. sanmiguel, teresa. sadaba}@isem. es. In Fashion Communication in the Digital Age: Proceedings of the FACTUM 23 Conference, Pisa, Italy, 2023 (p. 227). Springer Nature.
Sergio, F. (2020). Storytelling in the Luxury Industry: Narratives as a Tool for Experiential Branding-The Case of Christian Dior Couture.
Shahbaznezhad, H., Dolan, R., & Rashidirad, M. (2021). The role of social media content format and platform in users’ engagement behavior. Journal of Interactive Marketing, 53(1), 47-65.
Singh, S. (2023). Fashion Marketing. LWRN Studio.
Stella, Rita, Emmanuele. (2023). Making Sense of Co-Opetition in a Post-Colonial Entrepreneurial Landscape: Nigeria’s Fashion Industry.. doi: 10.7190/shu-thesis-00519.
Sun, T., Zhou, B., Zheng, Q., Wang, L., Jiang, W., & Snyder, G. J. (2020). Stretchable fabric generates electric power from woven thermoelectric fibers. Nature communications, 11(1), 572.
Sundararaj, V., & Rejeesh, M. R. (2021). A detailed behavioral analysis on consumer and customer changing behavior with respect to social networking sites. Journal of Retailing and Consumer Services, 58, 102190.
Tayaba, T., & Assumpta, O. O. (2020). Rethinking Sustainability in the Fashion Industry through Indigenous Culture (Sustainability in Textile & Fashion Supply Chain Management). Department of Management, Economics & Industrial Engineering, North West University.
Tella, O. (2023). The creative sector and soft power: assessing the appeal of the Nigerian fashion industry. The Round Table, 112(6), 629-640.
Urdea, A. M., & Petris, C. or Constantin. (2021). Experts’ Perspective on the Development of Experiential Marketing Strategy: Implementation Steps, Benefits, and Challenges. Journal of Risk and Financial Management, 14, 502.
Van Zyl, C., Badenhorst, M., Hanekom, S., & Heine, M. (2021). Unravelling ‘low-resource settings’: a systematic scoping review with qualitative content analysis. BMJ global health, 6(6), e005190.
Vanguard News. (2022, June 24). Atlantic exhibition to boost fashion entrepreneurship in Nigeria. Retrieved from https://www.vanguardngr.com/business
Verma, P. (2021). The effect of brand engagement and brand love upon overall brand equity and purchase intention: A moderated–mediated model. Journal of Promotion Management, 27(1), 103-132.
Vogue Business. (2023, November 1). Inside Lagos Fashion Week's focus on growing Pan-African. Retrieved May 31st, 2024 from https://www.voguebusiness.com/fashion/latest
Williams, D. (2018). Fashion design as a means to recognize and build communities-in-place. She Ji: The Journal of Design, Economics, and Innovation, 4(1), 75-90.
Ziyae, B., Rezvani, M., & Eynolghozat, M. (2022). Co-opetition in entrepreneurial city: An approach to complexity theory. Cities, 121, 103470.
Published
2024-06-29
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