Purpose

The purpose of the perspective article is to review relevant literature on family business and ethnic fashion and establish links across identity (defined as culture, tradition, heritage and status) and fashion (color, design, pattern and fabric/texture) and internationalization (foreign market entry), and develop a conceptual model using the identity theory and qualitative method.

Design/methodology/approach

This is a qualitative study by design. We used a systematic research and ethnographic method for this study. Specifically, the author used the participant observation aspect of ethnography to collect information and images relating to ethnic fashion. Ethnography is a well-established methodology widely used in social sciences research, including fashion.

Findings

The study's conceptual model proposes that (1) ethnic fashion mediates the identity-internationalization relationship, (2) knowledge transfer moderates the identity-ethnic fashion relationship and (3) family business size moderates the ethnic fashion-internationalization relationship. It is also revealed that a person's status can be judged by their dress and fashion in under two minutes.

Research limitations/implications

This study is limited to the African continent, though it has 54 countries with a current population of about 1.5 billion people, which is expected to be roughly 2.5 billion by 2050.

Practical implications

Implications of the study for the entrepreneurs and family businesses are that they should realize the opportunities presented by ethnic African fashion and tap into the most crucial key to success—local design, color, fabric and patterns associated with meaning and messages. Cross-cultural collaborations and digital innovations can help the internationalization of African fashion while preserving local heritage and identity. Another implication is that quality and consistency in branding are equally essential to be on par with intentional luxury brands.

Social implications

The social implication of the study is that culture and fashion are correlated and influence designers' creations, reflecting and conveying identity, status and societal values. Fashion allows people to express their identity, individuality and values. The proper fashion and outfit can boost mood, self-esteem and confidence, resulting in healthy social interaction and mental health. Fashion can also raise social issues (e.g. inclusiveness, diversity and gender by featuring various models and designs) and environmental issues (e.g. sustainable practices local and ethical production).

Originality/value

The paper synthesizes ethnic fashion in the context of family businesses in Africa, highlights specific examples of ethnic fashion of African people with the potential for internationalization and proposes future fashion perspectives for family businesses. It adds value in that it focuses on fashion family businesses in the African continent.

中文翻译：

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民族时装设计师、企业家和家族企业：非洲营销视角

目的

这篇透视文章的目的是回顾有关家族企业和民族时尚的相关文献，并在身份（定义为文化、传统、遗产和地位）和时尚（颜色、设计、图案和面料/纹理）和国际化（国外）之间建立联系。市场进入），并使用同一理论和定性方法开发概念模型。

设计/方法论/途径

这是一项精心设计的定性研究。我们在这项研究中使用了系统研究和人种学方法。具体来说，作者利用民族志的参与观察方面来收集与民族时尚相关的信息和图像。民族志是一种广泛应用于包括时尚在内的社会科学研究的成熟方法论。

发现

该研究的概念模型提出：（1）民族时尚调节身份-国际化关系，（2）知识转移调节身份-民族时尚关系，（3）家族企业规模调节民族时尚-国际化关系。据透露，通过一个人的着装和时尚，不到两分钟就能判断出一个人的身份。

研究局限性/影响

这项研究仅限于非洲大陆，尽管非洲大陆有 54 个国家，目前人口约为 15 亿，预计到 2050 年将达到约 25 亿。

实际影响

这项研究对企业家和家族企业的启示是，他们应该认识到非洲民族时尚带来的机遇，并利用成功的最关键的关键——与意义和信息相关的当地设计、颜色、面料和图案。跨文化合作和数字创新可以帮助非洲时尚的国际化，同时保留当地的传统和特征。另一个含义是，品牌的质量和一致性对于与有意的奢侈品牌保持同等重要。

社会影响

该研究的社会意义是文化和时尚相互关联并影响设计师的创作，反映和传达身份、地位和社会价值观。时尚让人们表达自己的身份、个性和价值观。合适的时尚和着装可以提升情绪、自尊和自信，从而实现健康的社交互动和心理健康。时尚还可以引发社会问题（例如，通过各种款式和设计来体现包容性、多样性和性别）和环境问题（例如，可持续实践当地和道德生产）。

原创性/价值

本文综合了非洲家族企业背景下的民族时尚，重点介绍了具有国际化潜力的非洲民族时尚的具体例子，并提出了家族企业的未来时尚前景。它的增值之处在于它专注于非洲大陆的时尚家族企业。