Digital Strategies for Sustainable Fashion: Insights from Emerging Ghanaian Fashion Designers

Abstract

Purpose: This study explores the use of social media marketing by emerging fashion designers in Ghana, with a focus on how they  leverage these platforms to promote sustainability in their designs. The research aims to understand the effectiveness of social media  tools in building brand identity, fostering customer relationships, and expanding global reach for designers in Ghana’s growing fashion industry.

Methodology/Design: The study employed a qualitative, phenomenology approach by conducting in-depth interviews with 52 emerging  fashion designers based in Accra and Kumasi. The sample selection technique used in the study is non-probability purposive sampling.  This approach was chosen to intentionally select participants who could provide relevant and diverse insights into the use of social media  marketing to promote sustainable brands in the Ghanaian fashion industry.

Findings: The findings reveal that social media platforms,  like Facebook, Instagram and TikTok, play a crucial role in connecting emerging designers with sustainability-conscious consumers.  Designers use techniques like livestreaming, discovery reels, and hashtags to promote sustainability and build authentic brand identities.  The study also highlights the power of influencers, hashtags and the global reach of social media in attracting international customers.   

Practical and Social Implications: This research shows how emerging designers in Ghana can use social media to engage with a global  audience and promote sustainable fashion practices. It also demonstrates the importance of cultural sensitivity when using social media  tools like hashtags and emojis. The findings provide valuable insights for fashion designers looking to integrate social media marketing  into their business strategies, contributing to the growth of sustainable fashion in Ghana and beyond.

Originality: This study is one of the first to examine the role of social media marketing in Ghana’s emerging sustainable fashion sector.  Focusing on the intersection of social media, sustainability, and fashion entrepreneurship offers new perspectives on how digital  platforms are transforming the fashion industry in Africa. The study also highlights the potential for emerging designers to utilize cost- effective digital tools to compete on a global stage.