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Analysis of factors influencing black South African millennials when considering African Ankara fabric fashion

by Joel Chigada & Ramona Mbumbwa Tendai

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The clothing fashion industry is internationally recognised with continuous investigations of changing style innovations and consumer interests (Gockeln, 2014; Rahman et al., 2014). However, the novel African fabric fashion, Ankara fabric fashion, is gaining more recognition and traction across the globe. In Africa, the daily necessity of clothing has held cultural and individual identity importance in the past, with consumers taking great pride in the fashion from their countries (Khaminwa, 2015). There are a few studies present on fashion and how the black millennials perceive it, therefore, this study provides insights on the perceptions of millennials on African Ankara fabric fashion.

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