Assessing The Impact Of Media On Local Fashion Industry. A Case Study Of Some Selected Media Outlet And Local Fashion Firms In Ashanti Region Of Ghana

Abstract

The purpose of the study was to examine the impact of media on local fashion industry, using a selected media outlets and local fashion industries in the Ashanti Region as a case study. The study used a descriptive research design with quantitative approach. The study also adopts positivism as a research philosophy. The used a simple random sampling technique and purposive sampling technique and a sample size of 381. The study was analyzed with Statistical Package for Social Science (SPSS). The findings of the study revealed that the social media platforms is used in marketing and showcasing fashion products of the local industry. The social media gives an opportunity of high exposure and it offer a possibility to set interactive communication with the customers and get more information. The social media is a communication channel that help in showing different brand, new styles, different fashion elegances, the classiness and stylishness of the fashion products. The study also revealed that the publication of the fashion brands by the social media help in promoting trust and brands and increasing awareness, engagement level, gaining coverage and increasing the purchase behavior, sales and productivity and financial performance of the fashion productions. The findings of the study revealed that for print media to be effective in publication and showcasing of fashion brands, stakeholders such as the fashion industries, journalist and customers should cooperate with each other. The study also indicates that the fashion should consider influencers in showcasing the brands and the right platform and channels should be used in display the fashion brands. The study recommend that the local fashion industry should focus on crafting advertisement to be more creative and informative using the social and print media to help influence the decision of the customers. Also, the local fashion industry must try a new innovative business model on print media to build a strong relationship, loyalty and interactive approach with the customers. As well the local fashion industry should take time to create comprehensive strategic plan by engaging print and social media always to markets their products. Also, the local fashion industry should be strategically visible on social and print media to encourage the engagement level of the customers. Lastly, the local fashion industry must use the print media to interactivity between brand and consumer by using a combination of the better and luxury fashion brand to provide values to the consumer.