STRATEGIC RESPONSES BY FASHION DESIGNERS IN KENYA TO THE INFLUENCE OF GLOBALISATION: CASE OF JOSSY DESIGNERS

Globalization is a phenomenon that has swept across the globe, impacting trade and other
economic activities. It has especially been hastened by the clamor for economic alliances,
liberalized trade markets and rapid technological development. Globalization has had profound
effects such as faster and easier transportation of people, easier communication and exchange
of information, emergence of new technologies and assimilation of cultures.
The fashion industry is one that has experienced profound growth throughout the 20th century
and globalization has immensely impacted on levels of competition and productivity of this
industry. Past research has shown that every entrepreneur must be alert to the changes which
come from shifts in the economy and craft strategies that will ensure the survival of their
businesses. This research was thus carried out to examine how fashion design enterprises in
Kenya are strategically responding to the impact of globalization in the industry.
The research is a case study on Jossy designers, a local fashion design enterprise and data was
collected through interviews. Some of the findings of the study are that Jossy designers has
strategically responded to the influence of globalization by adopting technology such as the
internet to obtain information on current trends in the industry and to market their products.
They are also taking advantage of the easier transportation of people to obtain fabric from
around the continent.
The recommendations of the study are that fashion designers in Kenya should fully
computerize their processes and make more use of technology to improve efficiency and
quality of service to their customers.

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