CHALLENGES AFFECTING THE GROWTH OF FASHION INDUSTRY IN KENYA. A CASE STUDY OF SHONA EPZ LIMITED IN KENYA.

Abstract

This is a study of the rapidly fashion business in Nairobi County, which has developed considerably but is influenced by the following strategic factors: government policy, financial availability, and competitiveness, thus the research. The overall goal of this research was to investigate the constraints impacting the growth of the fashion sector in Kenya, using Shona EPZ Limited as a case study. The study's specific objectives are to determine the impact of government policies on the growth of the Kenyan fashion industry, to determine the impact of financial access on the growth of the Kenyan fashion industry, and to determine the impact of competition on the growth of the Kenyan fashion industry. The study employed a descriptive research approach. The target group consisted of 50 workers of Shona EPZ Limited. For this investigation, a proportionate census approach was adopted. Questionnaires were employed as the major data gathering instrument. Before the questionnaire is evaluated and delivered to the selected sample, a pilot test was done with a few responders. The data acquired in this study was analyzed using descriptive statistics in SPSS for Windows to provide easy summaries in the form of tables and figures, as well as to investigate correlations between replies to various questions. This study’s findings showed that majority of the fashion houses do not easily access financial help because of the barriers encountered in accessing the funds from financial organizations. The study showed that there is a substantial relationship between competition and the growth of the fashion business. This study concluded that the policies put in place by government do not favor the fashion business. The study similarly concluded that businesses operating in the fashion industry are aware of the financial funding benefits but the necessities of accessing it are the major barriers deterring them to access funding from financial organizations. The major challenge been the high interests charged, loan securities and credit limits. The study concludes that fashion businesses are fully aware of the imminent competition in the industry as well as their causes and they have resorted to improvement their brand visibility by attending seminars and also promoting their brands on social media platforms. The study recommended an increase in creativity for the fashion businesses to stand out as a brand by creating unique apparel and to patenting their ideas to avoid stealing of their ideas. As for fair competition it recommended for government restrictions on imports to avoid counterfeit smuggled apparel in the country.