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 language | English |
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Pages (from-to) | 195-222 |
Number of pages | 28 |
Journal | Small Enterprise Research |
Volume | 27 |
Issue number | 2 |
Early online date | 24 May 2020 |
DOIs | |
Publication status | Published - May 2020 |
Keywords
- African entrepreneurship
- Bottom-of-the-pyramid
- Sapeurism
- Sartorial subculture
- Luxury Fashion
- Congo Brazzaville
- Democratic Republic of Congo