Dr. Sheena Lovia Boateng teaching Fashion Marketing and Promotion

28-30 June 2018: Thirty entrepreneurs in the fashion and beauty industry have benefited from a three-day intensive training in fashion, marketing and promotion. It was organised by the Nobel International Business School (NIBS). The open course began on June 28, and closed on June 30, this year. It was aimed at equipping entrepreneurs in the fashion and beauty industry on the contemporary techniques of marketing in the fashion industry.

Participants were also taken through mentorship sessions where internationally acclaimed fashion designers equipped them with modern trends in the industry.

An Assistant Professor of Marketing at NIBS, Dr Sheena Lovia Boateng, told the GRAPHIC BUSINESS  that the fashion and beauty industry was one of the largest in the country but because it had been disorganised, its contribution was not often recognised.

“The fashion and beauty industry is currently one of the largest industry in the country but because of the disorganised nature of the industry, people do not actually appreciate its contribution to the country’s Gross Domestic Product (GDP).”

She said it was for that reason that the NIBs organised the training course to equip entrepreneurs in the fashion and beauty business in modern techniques to market themselves and their businesses.

“We thought that this programme is necessary because there is a growing number of entrepreneurs in the fashion and beauty industry who needed to be brought on board and be trained.

“So we decided to put together all the contemporary techniques for them to be equipped and rightly target our customers, to be able to use the technologies available through the Internet to effectively market themselves and their businesses,” she said.

Open course tailored
Dr Boateng noted that the programme was tailored to suit the specific needs of fashion and beauty entrepreneurs in the country.

“People do not notice the industry because it is not in physical locations all over the place. But the beauty industry is making a huge impact and when you go online, particularly on social media, the number of micro businesses selling or doing something in relation to fashion or beauty is enormous,” he said.

More to marketing
Dr Boateng noted that there was more to marketing in the fashion and beauty industry and this was what the open course sought to address.

“A lot of them start with little to no knowledge or experience in the industry or even how to go about it. They basically follow the template of what they see happening around them like getting a social media page, taking some pictures, posting them, adding their phone number and waiting for people to call. But there is so much more to it.

“When you consult academic literature and the theory of fashion and beauty marketing, you will realise that there are so many things that these entrepreneurs have to take into consideration before they even embark on such a journey; because research shows that a lot of them start and within a year or two, they fold up because they are not able to stay afloat,” she added.

Source: Graphic Business Online