African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 159

Full Length Research Paper

Fashion marketing: Strategies in the garment-making micro and small enterprises in Nakuru, Kenya

Lydia N. Kinuthia
  • Lydia N. Kinuthia
  • Egerton University, P.O Box 536-20115, Egerton, Kenya.
  • Google Scholar
Keren G. Mburugu
  • Keren G. Mburugu
  • Kenyatta University, P.O Box 43844-00100, Nairobi, Kenya.
  • Google Scholar
  • MilcahMulu-Mutuku
  • Egerton University, P.O Box 536-20115, Egerton, Kenya.
  • Google Scholar

  •  Received: 25 January 2014
  •  Accepted: 14 August 2014
  •  Published: 30 September 2014


Fashion is very dynamic and way of life for humans in many consumer products, clothing included. In Kenya, the clothing industry is characterized by a dynamic environment and intense competition caused mainly by enlarged globalization, trade liberalization and importation of second-hand (mitumba) clothes. In this kind of environment, it is becoming increasingly difficult for an enterprise to maintain long-term success. Thus, the clothing enterprises are faced with challenges that demand them to offer higher value added products that meet the demands of the customers. As a solution, sound marketing strategies are critical to the survival and growth of micro-enterprises in the garment making sector. However, there is limited research that has looked at the enterprises from a marketing strategy perspective in terms of the type of marketing strategies that are embraced. This paper aims at highlighting the various marketing strategies. The study used ex-post facto research design targeting garment-making micro-enterprises with less than ten employees in Nakuru town. The main data collection instrument was a questionnaire that comprised closed and open-ended questions. Principal component analysis and Chi-square goodness-of-fit test (x2) were used to determine the various marketing strategies and test the hypothesis that there was no variation in the marketing strategies implemented by garment-making micro-enterprises. Eight strategies were identified as being implemented by garment-making micro-enterprises. Based on the results of this study, it is concluded that interactive marketing is the most implemented strategy while e-marketing is the least. However, further research is required to explore the impact of implementing the various marketing strategies on the growth of the enterprises.


Key words: Garment-making, micro and small enterprises, marketing strategies.