Q.

Investigate effective competitive strategies and innovations which will revive the clothing

industry gearing towards the attainment of vision 2030. [100]

Title

Investigation on effective competitive strategies and innovations which will revive the clothing

industry gearing towards the attainment of vision 2030.

Introduction

The clothing industry and textile sector used to be a big employer in Zimbabwe. However in

recent years many have either closed down, liquidated or placed under judicial management. In

the 1990s Zimbabwean textile sector employed more than 18 000 people but the number has

gone down to about 3 000 at present. Use of obsolete machines, longer power cuts, high utility

and operating costs combined with high interest rates and inflation has affected investments in

the clothing industry. Till date there are still many problems that are affecting the clothing

industry, from competition with import duty free foreign products coming from South Africa,

China and Botswana and also competition from second hand clothing dealers. There is need for

the revival of the clothing industry in order for it to contribute to the attainment of vision 2030

Zimbabwe. The goals of vision 2030 which was dispensed in November 2017 include, economic

growth, national development, employment and wealth creation and poverty alleviation which

all work towards attaining a middle class income by the year 2030.
Background

The textile industry in Zimbabwe has a long history, dating back to the colonial era when the

country was a major producer of cotton. However the industry has experienced difficulties over

the past decades, operating below its full capacity leading to the closure of many clothing

companies.

Definition of Terms

Competitive Strategies - are strategies that allow an organisation to gain and for as long as

possible, sustain a competitive advantage or to prevent competitors from maintaining their

competitive advantage.

Innovations- are acts or processes of envisioning and introducing new modes of design and

production, which is crucial in a dynamic sector like clothing and fashion.

Revive- means to restore to life or to bring back

Clothing Industry - summarises the types of trade and industry along the production and value

chain of clothing and garments, starting with the textile industry to apparel retailers up to trade

with second hand clothes and textile recycling.

Attainment - is the act of achieving a goal towards which one has worked.
Vision 2030- is a movement geared towards a prosperous and empowered upper middle

income society by the year 2030, with job opportunities and a high quality of life for the citizens

of Zimbabwe.

Abstract

The objectives of this investigation is to explore problems faced in the Clothing Industry that

may affect the attainment of vision 2030 and to investigate effective competitive strategies and

innovations that will restore the industry in order for it to contribute to the attainment of vision

2030.

Literature Review

This write-up reviews literature on what others scholars have written on the concept of vision

2030 and the problems facing the clothing industry and also the strategies that could revive the

industry towards the attainment of vision 2030.

Methodology
The investigation used several methods of gaining data and information related to the

investigation. The study used both qualitative and quantitative methods of data collection.

Under the qualitative approach interviews and fucus groups were used to collect data and also

observations.

Findings

Competitive Strategies

Competitive strategies are actions that will help companies in the clothing industry to fight off

competition by having an advantage over them. These strategies include cost leadership,

differentiation strategy and focus strategy.

Cost leadership

Most of the clothing companies in Zimbabwe rely on imported stock, like Seats in Bulawayo a

company that specialises in school wear, kitchenwares, and ladies hair. Mr Mohammed East

who runs the company claims that previously, 80% of their stock was locally produced but now

only 20% is locally produced, as written by Nqobile Bhebhe Senior Business Reporter on the

Chronicle newspaper. Import are now more cheaper than locally sourced materials that is why

many people favour them instead of local produce. Cost leadership is the best competitive

strategy in this case to fight off competition from imported goods. Importing goods for resale

and raw materials is a development that is draining the much needed foreign currency to work
towards vision 2030. Cost leadership entails pricing clothing products and other textile

materials at the lowest price in contrast with competition. This will help the industry to increase

its sale volume and gain a bigger market share. Large companies that have the advantage of

economies of scale are more likely to achieve using this strategy. This strategy helps to gain a

large market share through increased sales volume which in turn increases income and fights

off competition.

Differentiation strategy

This strategy entails making special items that are different and unique so that a company's

products and services are unmistakable from those of imported and second hand clothing that

are flooding the market. Zimbabwean clothing industry should adopt unique selling points.

Differentiation requires being different, providing superior information, prices, communication,

distribution and prestige to the customer. This will in turn attract more customers and increase

market share. Companies could play on their competitors' weaknesses, for instance by

providing much more superior customer services. For example small companies in the industry

like small boutiques with little market share, could provide guarantees on their products for

returns and refunds if customers are not satisfied with the products, unlike many Chinese shops

Which have a "No returns, No refunds " policies.

Focus
A focused firm chooses a specific segment or group of segments in the industry and focus is

brought to certain group, product range or geographic area. This helps companies to grow their

market share through operating in niche markets that are either unattractive or overlooked by

other competitors. This helps companies to establish their own markets where there is little

competition, for instance providing modest wear in particular markets targeting older people or

active wear targeting athletes.

Innovation

In a highly sought- after market, characterised by ever changing trends, rapid paced dynamics

and the constant need to engage customers, innovation is a very important requirement in the

clothing industry. In a bid to achieve the goals of vision 2030 innovation is a key that will revive

the clothing industry. The national development strategy 1 objectives of vision 2030 include

mordenising the economy through use of ICT and digital technology.

One innovation strategy that will revive the clothing industry is the establishment of new

customer relationship. As said by Dr Rubana Huq of Bangladesh, discussing about the

Zimbabwe clothing industry on the United Nations Development Programme and the Fashion

Council Zimbabwe talk session, "It is time and best for all businesses to engage in Business to

Consumer trading". The industry is now moving forward to putting consumers' needs first. The

remaining companies in the industry are now producing goods for that meet the needs and
wants of the people especially the young generation market who are maximum consumers of

clothing items. One of the reasons why the second hand business is prospering is because they

provide the kind of clothing that the consumers want, in the style they want. The industry

should shift their focus to new customers which is the young generation and produce

personalized clothing that fit their wants.

Re-evaluation of production methods and sustainability is another innovation strategy that is

being slowly employed into the industry. Sustainability is gaining prominence in many spheres

of life and disciplines of study. There is need to produce sustainable textiles or ethical fabrics.

People are now gravitating towards economically friendly products to fight off environmental

threats. The industry could use this as a way of assuring customers that their purchases don't

have any negative impact on the environment. The industry should adopt strategies for

sustainable and circular textiles, towards a future of fashion. Textiles should be long lasting,

made from recycled fibres and should be recyclable. Though Zimbabwe is still behind in

sustainability, actions in the industry have taken shape in the form recycled products and

upcycling.

In addition another innovation strategy is the use of Artificial intelligence and e-commerce.

Artificial intelligence can analyse large amounts of data to identify trends, predict consumer

preferences and generate design. Artificial intelligence is transforming the garment

manufacturing process in the fashion industry in many worldwide companies like Zara. It helps
to reduce waste and increase efficiency. In the attainment of vision 2030 artificial intelligence

could help revive the clothing industry by increasing productivity. Moreover the world has

become a global village with large increases in online social media and online shopping.

Embracing the use e-commerce could improve and revive the clothing industry. Old companies

could use online platforms to advertise and sell their products and increase market share and

new companies and individual designers could use it to grow their brands. Due to years of cash

shortages, electronic payments via debit cards and mobile applications have become common

in Zimbabwe so the market has already adjusted to e-commerce so the industry just has to

improve and increase their online trading.

In addition smart clothing is gaining popularity in the fashion industry in many countries like

South Africa but Zimbabwe is still lagging behind. South Africa has seen to the development of

smart clothing like jackets with electronic power that is charged to generate heat and also

electric blankets. Adidas has developed a smart shirt that tracks the wear heart rate and other

vital signs. Smart clothing could be the key in improving lives in Zimbabwe by mordenising the

economy through the use of ICT and digital technology.

All the above strategies are a key to unlocking the full potential of the clothing industry by

increasing productivity, creating customer demand and fighting off competition of imports and

second hand clothing that play a major part in the down fall of the industry. Through
employment creation, contribution to the Gross Domestic Product (GDP), and sustainability the

goals of Vision 2030 will be realised.

Recommendations

Though Zimbabwe has already started working towards the promotion of local clothing industry

across the entire chain as seen by the launch of the Zimbabwe Fashion Council there are still

some major issues affecting the revival of the industry.

To implement these strategies gearing towards the attainment of vision 2030 , there is a need

for financial injection in the clothing manufacturing sector. The solution to that is if the local

Government and the banking sector injects substantial capital through business loans and

Government funding

Moreover for the industry to succeed it needs favourable markets. Thus the Government could

impose stricter controls at border posts to prevent import duty free imports that are currently

flooding the market. There could also be a ban on second hand clothes or a controlled selling of

second hand clothing.

international market share. There should be a promotion of new equipment that is more

technologically advanced and more efficient to improve productivity. Obsolete machines should

be phased out so as to meet up with current trends.

Another solution is to promote the cotton industry. Cotton industry is the major contributor to

the country's economy, providing employment and income for many people. To complete the

clothing value chain and to reduce importation of textiles, the clothing industry should be

promoted.

Conclusion

Zimbabwe is a nation of consumers, there are hardly any clothes or fabrics manufactured here

anymore, many are now dependent on imports. There is a need for control measures to be put

in place to protect and promote the growth of the local industry. The clothing industry has a

huge potential for growth and it could be one of the best industries in the country to contribute

to economic growth, employment creation and wealth creation moving towards the attainment

of vision 2030.

References
 The Chronicle newspaper -2023

 United Nations Development Programme (UNDP) 2023

 wwwfibre2fashion.com - 3rd of October 2023

 IOSR Journal of Business and Management-September 2023: Tongesai Mpofu Chinhoyi

University of Technology

 KOHAN Textile Journal