Amidst What Fashion Can Expect in 2018

Abstruse

With the coronavirus pandemic that has ravaged the unabridged earth; the use of social media platforms for business advice has go inevitable for enterprises, specially those in the way manufacture. Equally previous studies focused on big fashion brands, this report focused on how small and medium calibration fashion designers in Benin City, Nigeria have adopted and used online media to raise their businesses. The diffusion of innovation was used to drive this written report. Survey method was adopted, and questionnaire was administered on 200 fashion designers, who were selected using purposive and available sampling techniques. Data analysis was done using frequency tabular array, charts, and Chi-square. Findings revealed that near all the fashion designers used ane platform or another for business concern communication. WhatsApp was found every bit the most used platform, followed by Facebook and the reason for preference were based on relative advantage (32.three%), complexity (27.7%), triability (sixteen.4%), compatibility (12.viii%) and observability (10.8%). Awareness creation (94.5%) was the number one impact of the platforms on manner businesses while increase in sales was the least (39%).

Finally, sophisticated phone is the major challenge pocket-sized and medium scale fashion designers faced, followed by struggle to gain more contacts/followers on the platforms. Information technology was inferred that minor and medium scale manner designer accept adopted social media platform for business organization promotion to a big extent.

Keywords: Make communication, Business promotion, Coronavirus Pandemic, Fashion Designers, social media, WhatsApp, Improvidence of innovation theory, Twitter, Facebook, Instagram.

Introduction

Coronavirus, shortened as COVID-19, no dubiety has bedevilled every sector of the world and the effects have been devastating, especially on businesses. E'er since the virus broke out in Wuhan city, China in 2019, the whole world has been battling with containing information technology but unfortunately, the world plunged further into the 2nd stage of the pandemic (Africa CDC, 2021). With countries initiating partial and total lockdown of their cities, the business sector suffered devastating setbacks. Hitherto, businesses, both local and multinational, proceed to adopt every communication technology to promote their brands. With the Coronavirus pandemic, business owners cannot beget not to take online presence because of the paradigm shift from concrete market to online marketplace. The social media is divers equally "the new data network and it, using a form of communication utilizing interactive and user- produced content, and interpersonal relationships are created and maintained" (Fasunwon, 2019, p.1). One vital position in this definition is sharing of information or interaction. The platforms allow individuals and groups to share profiles and data they so wish with other users of the platforms.

One industry that involves in aggressive brand promotion is the fashion industry. This is due to many make producers within the industry, leading to tough contest. Therefore, every brand seeks to outshine its competitors to connect with myriads of customers around the earth. To practice this, the social media platforms come handy. Too as other business sectors, the social media have revolutions the manner industry.

The utilize of social media, such as WhatsApp, Twitter, Facebook, and Instagram, has now become new trend among fashion consumers. The platforms are used to live stream shows, store fashion products, seek fashion ideas, share designs and so on (Castillo-Abdul, Bonilla-del-Río & Núñez-Barriopedro, 2021). They take changed how manner brands communicate their businesses, sale and connect with way consumers (Wang, et al, 2019). Makeup artistes, hairdressers, shoe and bag makers, style designers and many other dimensions of way producers now use the online platforms for make advice.

According to Ahmad et al. (2015:ane), "one industry which is perfectly suited and naturally fit for social media is way. When we talk almost social media for the way industry it refers to the social networking websites and other online platforms that enable the fashion manufacture to connect with their customers using the latest social networking technology". Decades ago, make advice used to be through interpersonal communication and later through conventional media (radio, TV, newspaper/magazine) but with the net, the prediction of Mashal McLuhan in 1963 has at present come up to fruition: the world is now a global village.

Several studies have been conducted on the affect of way and they have reported positive relationship between social media apply and fashion business organisation promotion (Danlos, 2016; Manneh, 2017; De-Silva, 2019)

Still, even though there is evidence that the social media take influence on way businesses, the gap observed is that while many of the previous studies focused on fashion

consumers lone, many others focused on big style brands (Danlos, 2016, Manneh, 2017; Klavech 2018; Wu et al, 2020). These are brands that are expected to follow marketing trends because of their status in the manufacture. Piffling has been done on pocket-sized and medium scale fashion designers on their adoption and apply of online platforms to promote their businesses.

Following the suggestion of Manneh (2017) that future researcher should collect data from a much bigger number of mode brands and not just few mode designers in gild to ascertain the employ and the impact of social media on fashion businesses, this report only focuses on small-scale and medium scale fashion designers, who take received piddling of no attending from researchers.

Despite several studies reporting that social media accept positive impacts on businesses, Castillo-Abdul et al (2021) annotation that this cannot be generalised for businesses in the fashion industry. This study will examine how small and medium scale fashion designers in Benin City, Edo land Nigeria accept adopted and apply the social media platforms to promote their businesses and the impacts these media have on their business amidst the current Coronavirus pandemic.

Objectives of the Study

The overarching aim of this study is to investigate how social media adoption and use has impacted on small and medium calibration fashion design business in Benin City, Edo state Nigeria. The specific objectives of this study are:

• To appraise the extent of social media adoption by pocket-size and medium scale (SME) fashion designers Benin Metropolis, Edo state Nigeria
• To determine the well-nigh used social media platforms by SME way designers in Benin City, Nigeria
• To identify the impacts of social media adoption by SME fashion designers on their businesses
• To identify the challenges SME fashion designers, confront when using social media for business organization promotion

Literature Review

Theoretical Basis

The diffusion of innovation theory (DOI) serves as the bedrock of this written report. The DOI was developed past Rogers Everett in 1962 and information technology is one of the theories mostly used to explicate adoption of technology and other innovations and how they spread among people in certain communities (Bibhunandini, 2020). According to the DOI theory, an innovation is any procedure, idea, technology, or development, such as the social media platforms, that is new to people in a certain community while improvidence is the process by which the new idea flows from persons to person inside the community (Bibhunandini, 2020). The innovations in this study are the social media while the social organisation entails mode designers. Rogers withal identified five categories of adopters of innovations – innovators, early adopters, early bulk, late adopters, and laggards (Dearing, 2020). The innovators (almost 5%) are among the fashion designers who adopted the utilise of social media equally soon equally they are adult. The early adopters (about xiii%) come later on the innovators and the early bulk (most 45%) are those who studied the earlier adopters earlier adopting social media. The late adopters (nearly 15%) are mode designers that were first reluctant to prefer social media but later did while laggards are those who blatantly refused to adopt the online media. They constitute near 12% of the full population (Lamorte, 2019).

In that location are five factors that can influence the adoption of social media platforms by the fashion designers (Zhang et al., 2015). The factors are presented in table 1 beneath

Table 1:

Factors influence adoption of new innovation

He further stated that the success of adoption of any innovation is adamant by the aqueduct through which people get information near the innovation, the characteristics of the innovation and that of the adopters and the entire customs organization (Lamorte, 2019). This theory is relevant to this study equally it explains how fashion designers in Benin City adopt social media to promote their businesses and the factors that influence the adoption of the platforms.

Promoting Fashion Business through social media

Fashion businesses are not left out in the myriads of changes ushered in by the use of the social media in business organization communication. McCarthy in Manneh (2017) avers that way and the social media are alike – they both give people ways to express themselves and fit into the earth. "People dress a particular way to present themselves to the globe in that style, coordinating to the mode users may accommodate his or her Facebook page, Twitter business relationship or Instagram".

The power and influence of social media on fashion manufacture is undeniable. In the 21st century and with the current coronavirus pandemic all the same in vogue, the presence of fashion designers on the social networking websites is of extreme importance. The designer and brands, who realize the true worth of social media, are the ones who take massive fan following (Ahmad, et al. 2015). Style designers such as Zara, Gucci, D&G, Channel, Fendi, Donna Karan, Diane von Furstenberg, and Dolce Gabana and other international designers are very active on the social media, and they use the media to promote their businesses. In Nigeria, mode designers such as Tanah wears, Dakova, Firm of cecil G, Yomi casual and many others are using the social media space for concern promotion.

Wang et al (2019) notes that consumers of fashion want to be role of the latest fashion trends in town and receive accolades from peers, much similar users of social media want their virtual friends to similar and comment on their posts. Therefore, there is strong connection betwixt social media use and fashion. This justifies why fashion business organization owners cannot be disconnected from the social media to promote their businesses.

Manneh (2017) reports that online revenue for style products grew from 25 % to 30%. With this, the number must take grown beyond this percentage because the number of social media platforms and the users has increased. At that place are more than cyberspace users than earlier and nowadays, there is an upsurge in the number of online retailers and virtual shops.

Some of the advantages of social media to fashion businesses include creation of awareness. One other advantage of the social media to way business concern is the provision of visibility and opportunity for market research (Castillo-Abdul et al, 2021). As such, organisations can conduct opinion survey on brand visibility, customers' satisfaction, evaluate market functioning online customer service and other business organisation-related research. These are done to develop proficient strategies to promote their brands and forge understanding and mutual human relationship with consumers.

With awareness comes connectivity. Social media helps style entrepreneurs to connect and relate with fashion consumers. As Wu et al (2020) added, business organization enterprises can use social media platforms to collaborate with consumers and get feedback. Since the platforms allow every user to create and share information as they wish, it gives room to fashion designers to showcase their businesses to potential consumers and facilitates interaction (Bulut & Dogan, 2017). The feedback will be inculcated into the concern operations to satisfy consumers ameliorate.

As Wang, Ahmed, Deng and Wang (2019) claim, consumers with stiff attachment to a make can easily influence the people around them to patronise such brand. They further state that by adopting and integrating the employ of the social media into their business organization operation, brand owners tin can improve sales, ensure consumers prefer and are loyal to their brands. Similarly, they are expert for advertizement businesses and generating sales lead (Castillo-Abdul et al, 2021).

If inquiry is properly conducted and the feedbacks from consumers are used to develop business marketing strategies, consumer buying can be influenced favourable for the organisation (López, Lizcano, Ramos & Matos, 2019). In add-on, the use of social media enhances low price of marketing. This is assured as almost all the entire features of the digital platforms are gratis to use, unlike conventional media and this is one of the major reasons they have become the easy-go-to media for business promotion all over the world (Bulut & Dogan, 2017)

This is guaranteed as fashion designers tin advertise their products to their online contacts without paying any dime, except for those who need online advertizement, which is normally cheaper than advertising on conventional media – radio, television, and the prints. With billions of users across the world, fashion entrepreneurs can use the platforms to connect with and proceeds followers. Moon and Byungho (2018) likewise argue that the social media are useful for pocket-sized and medium scale fashion brands in providing access to a big number of online users or customers at low cost.

A written report by Danlos (2016) analysed the use of social media for marketing in the style industry. The written report institute that social media have provided several opportunities for manner brands to use in promoting their businesses and giving their brands the desired publicity. The study also reported that consumer behaviour had inverse with the exponential growth of the social media and the platforms had allowed dialogue between potential consumers and mode brands.

The study by Manneh (2017), conducted to investigate the "influence of social media on fast manner companies" in Sweden revealed that Instagram was the nearly used social medium, and the use of the social media was considered vital for the fast way e-commerce businesses because it gives them a direct contact with their customers, concenter new customers and knowing their target market.

Similar findings were reported by Azar, Machado, and Vacas-deCarvalho (2016), De-Silva (2019). Castillo-Abdul et al (2021) in their study reported that social media engenders two-fashion communication betwixt manner brands and their followers on the social media platforms, increases the impacts of digital messages and lastly, ensures a robust engagement between fashion make owners and their respective customers. From most of the studies, Instagram, Facebook, and Twitter were discovered every bit the most used social media for fashion concern promotion.

The study by Wang, Ahmed, Deng and Wang (2019) reported that social media marketing in Bangladesh fashion industry generated customer preference and attachment. The written report however found that social media did not create committed consumers for fashion brands.

In extension of previous studies, a recent research reported that the utilise of social media for business promotion by manner brands is significantly influenced by the brand'southward business strategies and thought generations (Wu, Guaita-Martinez & Martin–Martin, 2020). This implies that effective use of the social media platforms for business organization promotion does non but rely on mere utilise but strategic utilise. Fashion brand owner must develop strategies that are efficient in generating lead and converting lead to patronage. This was too established in an earlier study past Klavech (2018), which ended that there existed a significant influence of the social media and buying behaviour of the consumers. The study further reported that the quality of the online platforms adopted for business promotion would influence consumers' behaviour towards brands.

Nonetheless, despite the various benefits of social media to businesses, certain issues surround their adoption for business promotion. Manneh (2017) posits that the platforms are prone to risks, such equally not getting the correct quality of product ordered and such risks practice discourage some users to store online or relate with online vendors (Hjort & Lantz, 2016). When this happens, it ruins the reputation of the seller. This is as well identified by Rogers (1962) as one (media characteristics) of the factors that the influence adoption of new engineering science. Other risks tin can be technical fault during online transaction and fraud, social media practise no enhance interpersonal interaction between the buyers and sellers, and this may reduce the credibility and trust for the sellers (Manneh, 2017).

Methodology

Survey design was adopted for this study. Survey is the near popularly used quantitative research design and information technology is used to examine belief, attitude, behaviour, perception, and feelings of the population. The study stated that survey is used to gather structured data on education, business, health and other phenomena about the human society (Adjei, 2016; Kabir, 2018). Survey design is considered advisable for this study because information technology is ane of the almost used enquiry designs in marketing research (Stephan, 2019). The study population for this study are small and medium calibration fashion designers in Benin City, Edo land, Nigeria. This population comprises tailors, embroiderers, and stylists. Many of them have no apprentices while some accept few. Many of the members of this population use their homes, little store outside the house or rented shops as their workplace. The age range of these designers is usually between xviii and sixty years.

Nevertheless, in that location is no available statistical data to testify the total number of fashion designers in Benin City, Nigeria. Therefore, 200 style designers in the urban center were sampled in this study. Purposive and user-friendly sampling techniques were used to select sample. Purposive technique was used to select only small and medium scale fashion designers. The manner designers in focus are tailor, stylists, and embroiderers. Convenience technique was deployed to select only those who willingly expressed readiness to participate in this report. The above criteria brand the purposive sampling necessary for this report every bit the sample will be selected based on the above stated criteria.

Questionnaire was used equally instrument for data collection for this study. It was well structured and simplified for like shooting fish in a barrel understanding by the respondents. These items will be adequately structured to comprehend all the research questions. It was divided into ii sections. 'Section A' contained the demographic data of the respondents while 'Department B' contained items that were used to answer the research questions in this study.

The researcher administered the questionnaire copies manually on the respondents. With the aid of two research assistants, the researcher visited the mode designers in their respective shops. The study and its objectives were explained to them and their approving to participate in the study was sought. The distributed copies of questionnaire were adequately monitored and retrieved later on they have been attempted by the respondents. They were sorted and analysed after.

The analysis of data was done based on structured enquiry questions. The quantitative data collected was coded and analysed using Statistical Package for Social Scientific discipline (SPSS) programme. The data was presented with the assistance of tables and graphs and was analysed using unproblematic percentages. Hateful and standard difference were used to determine the affect of the selected social media platforms on the businesses of the selected fashion designers

Findings

Table 2:

Demographic Profiles of the Respondents

Note. Field Work 2021

Table two contains the demographic characteristics of the respondents. As shown, majority of the style designers, 58%, can yet exist regarded every bit youth with ages 18 years and 35. The males dominated the study with 68.5% and more than half of the respondents are tailors (56.v%). Likewise, more half (54%) of them is married, and fashion designers with tertiary education are the majority in this study with 55.5% of the full sample. It tin be deduced from this finding that most of the small-scale way designers in Benin City are educated beyond secondary schoolhouse, they are relatively young, and the vocation is by and large practiced by men.

Effigy 1:

Social medium platform used for business organization

Annotation. Field Work 2021

Effigy one shows the social media channels the fashion designers use for their business promotion. The respondents were asked to tick all the media they apply for their business concern promotion. It was revealed that all the 4 identified social media platforms were used by 97% of the respondents, except the 2.v% of them that practice not use whatsoever of the media. Twitter is the to the lowest degree platform used while WhatsApp is used by all the respondents, and it deemed for 43.5% of the total selection.

Tabular array 3:

Extent of social media apply

Note. Field Work 2021

Data presented in table two shows that more than half of the designers (51%) do post their works on the social media very often, followed past those that post often. This table shows that the pocket-size-scale fashion designers adopt the use of social media for business promotion to a large extent. Findings take shown that almost all the small-scale fashion designers (97.five%) make use of social media for business promotion, and they oftentimes utilise the platform. From these, it tin can be deduced that small calibration manner designers in Benin City adopts the apply of social media for business promotion to a very large extent.

Effigy ii:

Social media channel mostly used.

Notation. Field Work 2021

Equally depicted past Figure 2, WhatsApp is the virtually used social media channel by pocket-size and medium calibration fashion designers in Republic of benin Urban center Nigeria (59%). None of the respondents picked Twitter every bit the almost used channel.

Tabular array iv:

 Factors responsible for option of preferred channel

Notation. Field Piece of work 2021

Tabular array 4 contains justifications for choice of favourite channel in figure 2 by the style designers. As shown, majority of those who preferred WhatsApp do so considering of its ease of use, followed by its relative advantages. Facebook and Instagram are by and large preferred by their relative advantage. The implication of this finding is that bulk of the small and medium scale way designers in Benin Metropolis prefer social media because of its relative advantages to their business, followed by ease of utilize and triability. Observability is the least considered factor.

Table 5:

Social media impacts on fashion designing

Note. Field Work 2021

Table 5 shows that the small and medium scale fashion designers in Benin City apply social media mostly for awareness cosmos (94.5%). This is followed by client human relationship (74%). It was revealed that the adoption and utilise of the social media had to the lowest degree touch on sales (39%).

Table 6:

Challenges encountered in adopting and using social media for business promotion.

Note. Field Work 2021

Of the full respondents, merely 126 said they encountered challenges while using the social media to promote their businesses. Their responses are tabulated in table 6 to a higher place. The responses show that lack of sophisticated phone is the major challenge pocket-sized and medium scale manner designers in Benin Urban center faced in using social media to promote their businesses and this is followed by a struggle to gain more contacts/followers on the platforms.

Discussion

The findings of this written report take revealed that small and medium scale way designers in Republic of benin Urban center have adopted the employ of social media platforms – Facebook, WhatsApp, Twitter and Instagram – to communicate and promote their businesses. It was revealed that almost all the respondents use one platform or another while most of them combine the platforms for concern communication and the utilize the platforms very ofttimes. This shows that the designers admit the relevance of the new media to their business organisation promotion, especially in this coronavirus pandemic era, when the need for online business communication is inevitable for entrepreneurs. This confirms the before position of Wang, et al (2019) that the employ of social media has been growing tremendously, especially among mode business concern owners to connect with style consumers around the globe. This high level of adoption may also be attributed to the fact that bulk of the fashion designers are educated, with majority of them having avant-garde education.

As well, WhatsApp was found to be the most adopted and used social media platform for business advice by the fashion designers, with 59% of the full respondents favouring the channel. This is followed by Facebook, Instagram but none of the designers picked Twitter as the most used platform. This result does non provide back up for earlier findings past Manneh (2017), who establish Instagram equally the well-nigh used platform for fashion promotion in Sweden. This likewise negates the findings of Wang et al (2019) that 89% respondents followed fashion brands using Facebook and Instagram and the determination of Bulut and Dogan, 2017) that Facebook is most used for concern promotion. This new finding may be because earlier studies focused on large fashion brands while this study focused on pocket-size and medium scale mode brands. Further analysis revealed that relative advantage and ease of apply (complexity) were the 2 major reasons the style designers prefer their almost used media platform. This is as identified in the diffusion of innovation theory as the factors that bear upon the adoption of new innovations, such as the social media. Currently, WhatsApp has gained popularity among social media platforms due to its ease of use, low cost of information and it is currently the most used social media platform in Nigeria (Varrella, 2020).

Furthermore, information technology was revealed that small and medium calibration way designers in Benin City employ social media more often than not to create awareness for their businesses and customer relationship. Increase in sales was the least impact felt by the designers on their businesses. This finding supports the decision of Ahmad et al (2015) that social media are tools for public relations and for connecting potential buyers and sellers. This too supports the findings of Danlos (2016), Manneh (2017) and Azar et al (2016) that the use of social media for business promotion has grown tremendously among brand owners and they engender awareness creation, exposure and atomic number 82 generation.

This study still revealed that lack of sophisticated telephone is the major challenge small and medium scale way designers in Benin City faced in using social media to promote their businesses and this is followed by struggle to proceeds more than contacts/followers on the platforms. Other challenges are customers expecting them to sew exact garment style they see online, strong contest, existence snubbed past online users, cyber bullying. These findings lend credence to the conclusion of Klavech (2018) that the effective use of social media is dependent on the quality of the online platforms adopted. This signifies that the strategies adopted on the media and how strategic the make owners are in integrating the digital platforms volition make up one's mind the impacts they take on businesses.

Conclusion

The implication of the findings of this written report is that pocket-size and medium scale fashion designers in Benin City, Edo state Nigeria have adopted the utilise of social media to promote their businesses, and this will aid their business organization communication during the current coronavirus pandemic. With awareness creation for their businesses, customer relations and other impacts, the use of the online media platforms becomes pivotal to fashion business success. It is therefore suggested that way entrepreneurs tin can engage social media experts to help them ready their online business pages for more awareness, generation of more than contacts and lead generation. Regime can too empower the entrepreneurs with social media marketing skills and internet-enabled gadgets for employ.

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QUESTIONNAIRE

Dear Respondent,

This questionnaire is designed to evaluate the adoption and utilize of social media for business concern communication by minor and medium scale fashion designers in Benin Urban center. Your aboveboard response to the questions will be highly appreciated and shall be treated with utmost confidentiality. Your responses shall be used for no other purposes other than academic.

Thank you.

Instruction: Kindly tick (√) the choice(southward) that contain the information/respond of your choice, unless where stated otherwise.

Demographic Data

      i.         Age          a. xviii-25 [ ] b. 26-35 [ ] c. 36-45 [ ] d. 46 - 55 [ ] e. 56 - higher up [ ]

    ii.         Sex:          a. Male [ ] b. Female person [ ]

  iii.         Blazon of business organisation        a. Tailor [ ] b. Embroiderer [ ] c. Designer [ ]

  4.         Level of Pedagogy:   a. Primary [ ] b. SSCE [ ] c. Tertiary [ ] d. Non formal [ ]

SECTION B

ane.   Which social medium platform practice you use for your business organization?

a. Facebook [ ] b. Twitter [ ] c. Instagram [ ] d. WhatsApp [ ] e. Others (specify)

2.    How oft do you post on the social media most your business organization?

Very a. frequently [ ] b. often [ ] c. seldom [ ] d. rarely [ ] due east. not at all [ ]

3.    Which of the post-obit social media do you use to promote your business organisation (yous can choice more 1)?

a. Facebook [ ] b. Twitter [ ] c. Instagram [ ] d. WhatsApp [ ] e. Others (specify)

4.    Which is your most preferred social media platform for business promotion?

a. Facebook [ ] b. Twitter [ ] c. Instagram [ ] d. WhatsApp [ ]

v.    Please indicate reasons for your choice in question 4.

a. Benefits to my businesses [ ] b. it is easy to use [ ] c. it is suitable for my lifestyle [ ] d. Because those who use it give testimonies [ ] east. I accept tried it and found it useful.

6.    Kindly indicate the benefits of social media to your business

Others; delight indicate ……………………………………………………………………..

7.   Are there any challenges you lot encountered when using the social media for promoting your business?

Yep [ ] b. No [ ]

8.              If yes, please mention.

…………………………………………………………………………………………………

…………………………………………………………………………………………………

…………………………………………………………………………………………………

…………………………………………………………………………………………………

9.              Are there whatsoever disadvantages to using the social media platforms to promote your business?

Yes [ ] b. No [ ]

x.              If yes to the above question, please mention the disadvantages.

…………………………………………………………………………………………………

…………………………………………………………………………………………………

…………………………………………………………………………………………………

…………………………………………………………………………………………………

Filled in past the evaluating lecturer:

Overall feedback (approximately 100 words):

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