Challenges of digital marketing in fashion industry case study of the Bolgatanga municipal of Upper East Region, Ghana

Abstract

The study assessed the challenges of digital marketing in fashion industry. The descriptive research design was used. This study adopted a quantitative research method. The population for the study was three hundred and sixty nine (369) fashion designers in the Bolgatanga Municipal of Upper East Region of Ghana. Stratified sampling techniques was used to select 186 participants for the study. A Questionnaire was administered to the participants to gather primary data. Facebook, Whatsapp, and YouTube were identified to be the first three platforms the respondent used as a marketing tool. Inadequate technological infrastructure to support the integration of ICTs, Insufficient funding for fashion designers to acquire modern ICT, and others were identified to be the challenges faced by fashion designers in Bolgantaga. It was recommended that, financial institutions in the country should provide flexible loans to fashion designers to acquire ICT materials to market their products on-line. And also fashion designers themselves need to be pro-active and confident with the technology