Analysis of factors influencing black South African millennials when considering African Ankara fabric fashion

Abstract

Purpose The purpose of this paper is to analyse factors influencing black South African millennials when considering African Ankara fabric fashion. Fashion adoption, particularly consumers’ intentions to adopt new fashion is valuable to companies and marketers of the vibrant clothing product. Therefore, this study helped to create awareness to marketers on what characteristics to look for and address when dealing with millennials. Design/methodology/approach The study was informed by the interpretivist research paradigm resulting in the adoption and use of a qualitative research methodology. The exploratory research design helped the authors to collect data for this study because the objective was to address a subject where the problem was not well understood and there was little research on the subject matter. In addition, the exploratory research design helped to identify the boundaries in which the research problems and situations of interest resided, thus, the “what if” type of questions were addressed in the study. Findings The study established that black South African millennials were aware and conversant with African Ankara fabric fashion because it communicated African culture as well as personality. It was revealed that attitude, influence of fashion involvement, country-of-origin effect, consumer ethnocentrism and opinion leaders played significant roles in influencing millennials in fashion adoption. Particularly of importance, the study observed that celebrities influenced black South African millennials in fashion adoption and purchase intentions. Black South African millennials confirmed that their technologically savvy nature and social media usage had morphed them into depending on information communication technology. Research limitations/implications The sample for the study was composed of individuals from the University of Cape Town which excluded potential sample participants from the rest of South Africa. The exclusion of potential sample members was attributed to the research methodology adopted and data collection techniques used. The limitations would have been mitigated if a different research methodology had been used. Practical implications The practical implications identified in this study are black South African millennials who are frugal and fluid customers, whose tastes and preferences are difficult to understand unless thorough research is done by marketers; black South African millennials are technologically savvy, therefore firms and marketers should use information communication technologies if they are to win loyalty of black South African millennials. Utilisation of traditional marketing (bricks and mortar) approaches do not work for this cohort of consumers; when designing products or services, marketers and firms should engage and involve millennials as part of the design strategy. Originality/value This study investigated influencing factors on millennials when considering African Ankara fabric fashion. Most studies focussed on Western clothing fashion, yet African fashion was symbolic and it communicated African culture. Failure to research on African Ankara fabric fashion creates a gap and dearth of literature, which is the reason why this study was undertaken. This study has implications for clothing designers and manufacturers who are excluding African Ankara fabric fashion.