Abstract
South Africa's fashion retail sector has experienced increasing global competition that compels the industry to transform as new international brands enter the local market. Although several studies have explored consumer buying habits and the nature of local fashion retail industry, not many have investigated how the South African fashion industry can strategically overcome the challenges of the influx of international fashion brands in South Africa and ultimately become brand leaders in the local fashion industry. It is the purpose of this study to establish how South African fashion brands can be identified as brand leaders with the young black, born-free fashion market. The oldest group of South African children born into democracy are known as born-frees. The methodology of the research included a qualitative descriptive design. The study intended to reveal insights on how the local fashion brands can become brand leaders amongst the young, black born-free consumers. The insights can guide the local fashion brand strategists to establish local fashion brands as brand leaders. An interview process was conducted with nine South African young black, born-free youth, that are part of the local fashion brand market and five South African fashion brand strategists who are based in Johannesburg. Johannesburg in the applicable context is the fashion hub for trends and fashion consumers. A literature review of important concepts was also completed and key concepts such as the local fashion business, the local young, black born-free consumer, fashion branding strategies and strategic communication concepts were discussed in order to obtain relevant insights. This study aims to determine the potential for local fashion brands and to establish brand leadership amongst South African young black, born-free consumers. This will guide South African fashion brand strategists to be responsive to local young black, born-free consumers who are extremely brand conscious. The findings of the study indicate that there is potential for local fashion brands in South Africa to enhance brand leadership through strategic approaches to local fashion brands amongst young black, born-free fashion brand consumers.
M.A. (Strategic Communication)