Fashion Design Innovation on Market Share in Luxury Brands in South Africa

Purpose: The aim of the study was to analyze the fashion design innovation on market share in luxury brands in South Africa. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Fashion design innovation plays a crucial role in enhancing the market share of luxury brands in South Africa by driving consumer interest and brand differentiation. Innovative fashion design enables luxury brands to create unique, trend-setting collections that capture the attention of high-end consumers, thereby increasing their market presence. By adopting cutting-edge materials, incorporating cultural elements, and utilizing advanced design techniques, these brands can effectively position themselves as leaders in the luxury segment. Unique Contribution to Theory, Practice and Policy: Resource-based view (RBV) theory, disruptive innovation theory & diffusion of innovations theory may be used to anchor future studies on fashion design innovation on market share in luxury brands in South Africa. In practice, adopting sustainable design practices such as using eco-friendly materials and transparent manufacturing processes can significantly boost a luxury brand’s market share. From a policy perspective, governments and industry bodies should promote sustainability in fashion through regulatory frameworks and incentives. Policies could include subsidies for sustainable materials, certifications for eco-friendly products, and regulations encouraging transparent production processes.