Entrepreneurship is embedded in the DNA of the ENVISION2030 strategy at the Durban University of Technology (DUT) and new research is providing timely guidance for fashion entrepreneurs operating in an increasingly digital marketplace.
A recently published international study by researchers from DUT and Baden-Württemberg Cooperative State University (DHBW) in Ravensburg, Germany, offers practical insight into how fashion designers can build stronger connections with consumers across both digital and physical retail spaces. The study, Catwalk to Consumer: Critical Communication Considerations for Fashion Designers to Achieve Omnichannel Success in South Africa and Germany, was published in the journal, Studies in Media and Communication (Vol. 14, No. 3, 2026) and draws on survey responses from more than 1000 consumers from Germany and South Africa.
Authored by Dr Boitumelo Pooe, Professor Veena Rawjee, Professor Thomas Dobbelstein and Professor Karen Corbishley, the research examined how consumers interacted with fashion brands across multiple platforms, a model known as “omnichannel” retailing and identified the factors most likely to influence long-term customer loyalty and business growth. Three key drivers emerged as central to consumer engagement are easy access to information while shopping, the availability of online shopping alternatives and the ability to move seamlessly between digital and in-store channels.
While these preferences were shared across both markets, the research highlighted important regional differences. South African consumers displayed a stronger emotional connection to brands and a greater willingness to recommend retailers to others, suggesting strong potential for community-driven growth when entrepreneurs deliver consistent and integrated customer experiences. German consumers, by contrast, prioritised efficiency and real-time product information, underscoring the importance of reliable digital infrastructure and clear communication within physical retail spaces.
The publication of the research also supports DUT’s commitment to internationalisation, postgraduate development and impactful research partnerships. Professor Thomas Dobbelstein, Chairperson of the DUT Business School and an esteemed Professor based at DHBW in Germany, said the study spoke directly to DUT’s strategic focus on entrepreneurship and innovation. “Fashion entrepreneurs form an important part of the creative and economic ecosystem in both South Africa and Germany. This research offers practical insight into how designers can communicate more effectively with consumers across digital and physical platforms, while also highlighting the value of sustained collaboration between DUT and DHBW in developing globally relevant scholarship and supporting emerging entrepreneurial talent.”
Professor Dobbelstein, who also serves on the DUT innobiz Board of Directors, noted that equipping entrepreneurs with research-informed strategies aligned closely with DUT’s commitment to producing adaptive graduates who transform society. The published study reinforced DUT’s role as a responsive, globally connected University of Technology, one that supports entrepreneurship, strengthens international collaboration and generates research that speaks directly to real-world economic and social needs. For South African fashion entrepreneurs in particular, the findings offer practical guidance for building resilient brands, deepening customer engagement and growing sustainably, in a digitally integrated retail environment.
For more on the published journal article, please click the link: https://redfame.com/journal/index.php/smc/article/view/7951
Pictured: An AI generated image.
Alan Khan
