Differentiation Strategies In The Fashion Industry (A Study Of Selected Fashion Homes In Aba, Abia State)

ABSTRACT

This research work was undertaken to assess the differentiation strategies in the fashion industry. One of the specific objectives among others was to examine which differentiation strategy is required to improve product performance in the fashion industry; The study adopted the correlational design using questionnaire in eliciting information from the respondents. The data. was analyzed using product movement correlation coefficient statistical tool. Upon the analysis of data, the following conclusions were drawn to answer the research question, the service differentiation in the fashion industry needs improvement, surveys have shown that customers are not satisfied with the situation after purchase. On the basis of the above findings it was recommended that regardless of what product or services a firm offers the key to building and sustaining competitive advantage should be a vital part of the firm's competitive strategy.