Digital Strategies for Sustainable Fashion: Insights from Emerging Ghanaian Fashion Designers
Bibliographic record
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 live-streaming, 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.
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How this classification was reachedexpand
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.000 | 0.000 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.000 |
| Science and technology studies | 0.001 | 0.000 |
| Scholarly communication | 0.002 | 0.001 |
| Open science | 0.000 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one teacher head, not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".