Changing Trends of Fashion Industry Merchandising in Nigeria - Research Paper Example

The paper "Changing Trends of Fashion Industry Merchandising in Nigeria" is an excellent example of a research paper on business. The present study is interested in exploring the fashion industry of the African state of Nigeria, focusing on fashion marketing trends prevailing in one of the most advanced countries of the entire continent. The study is also interested in exploring the influence of marketing and advertising on consumer behavior. Fashion is regarded to be a complex phenomenon, which witnesses fast changes and replacement from one trend to the other (Simmel, 2010). Despite the very fact that almost all individuals belonging to one social establishment or cultural background or the other adopt fashionable ways in their personal and social life, fashion is more emphasized on the members of elite stratum than the middle and lower classes of society (Joy et al., 2012). It is actually because of the vital role, financial affluence, and distinguished status of an elite social stratum that the entire fashion trends and activities appear to be revolving around this group of society (Simmel, 2010).

Research Background: The present study aims to explore the corporate activities being observed in the western part of Nigeria by paying special heed to the fashion marketing phenomenon that has been prevalent in the country. The study is also interested in elaborating the influence of western fashion trends on the buying and shopping behavior of the Nigerian people (Arowol 2010, p. 3). The study also looks for measuring the level of imitation of fashion trends of the elite stratum observed by the middle and lower classes of the country (Veblen 2010, p. 6). The study is also interested in measuring the relationship between the socio-religious background of the individuals and patterns of latest fashions dominating the lifestyle of the Nigerians (Macionis, 2008). The research aims to concentrate upon fashion apparel of men, women, and elderly citizens of Nigeria, though more heed is to be paid to the apparel used by women. Hence, the research will encompass almost all social strata of the country into its fold.