Consuming Passion for fashion, identity construction & entrepreneurial emergence at the bottom of the pyramid

Nnamdi O. Madichie*

*Corresponding author for this work

Research output: Contribution to journalArticle

Abstract

This conceptual study seeks to rearticulate luxury fashion consumption epitomized by the sartorial sub-culture and highlight how an ‘entrepreneurial emergence’ has gradually taken root at the bottom-of-the-pyramid in a war-ravaged developing world context. The study is primarily qualitative in orientation, and interpretivist in nature. The study is based on a combination of general observations and analyses of media reports, and documentary analysis/ review of the extant literature. It surmises that ‘luxury fashion consumption’ among a sartorial subculture in a war-ravaged developing world context has brought about an ‘entrepreneurial emergence’ at the bottom-of-the-pyramid. It is now up to marketers to exploit the fortune at this lower rung of the economic ladder.
Original languageEnglish
Number of pages28
JournalSmall Enterprise Research
DOIs
Publication statusE-pub ahead of print - 24 May 2020

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