This paper examines sustainability in fashion enterprises and how such businesses adapt to uncertainties. The PESTLE Analysis model has been deployed to appraise the impact of the COVID-19 pandemic, as an uncertainty, on fashion enterprises in Nigeria, and how the Nigerian fashion industry can be positioned towards a more sustainable future. Six fashion business owners with different specializations in various fields of fashion participated in the study. They include a textile merchant, a fashion brand influencer, a fashion stylist, a fashion design tutor, two fashion designers, and a policy elite. Relevant data were gathered through semi-structured interviews and analyzed through thematic analysis. The outcome of the study indicates that while the COVID-19 pandemic has had a significant impact on the fashion industry in Nigeria, the ability of the sector to regain momentum and move upward on the trajectory of growth post-Covid depends on critical stakeholders in the industry.

Authors: Jane Owoloyi Obonyilo, Posi Olatubosun, Ruth Marciniak

Published in: World Congress on Sustainable Technologies (WCST-2023)

  • Date of Conference: 13-15 November 2023
  • DOI: 10.20533/WCST.2023.0022
  • ISBN: 978-1-913572-64-8
  • Conference Location: St Anne’s College, Oxford University, UK