EXPLORING THE UNTAPPED MARKET OF NIGERIAN AKWETE THROUGH STRATEGIC ADVERTISING CAMPAIGNS

Abstract

Over the past decades, Nigerian traditional textile markets have experienced low patronage, neglect and poor exposure to potential global consumers. This is due to Nigerian government’s inability to manage, grow and revive some textile industries that are moribund in some parts of the country. In most cases, people prefer to patronize foreign made fabrics like the Indian george, laces, brocades, ankara etc.; sadly, this dangerous trend is adversely affecting the growth and acceptability of most of our traditional and indigenous textile materials (like the Akwete fabrics) in the local and global markets. The literature review method was applied in this research where secondary sources of data collection from journals, books, internet etc. were used.  Findings show that Akwete fabrics could be accepted globally when they are properly branded and packaged to meet international standard. This paper therefore examines the possibility of adopting strategic and integrated marketing and advertising campaigns, with the intent of promoting our traditional woven Akwete fabrics, so that it will have global acceptability. The implication of the study is that it will help to ex-ray the impact of branding, advertising and integrated marketing on product marketing.  It is noteworthy to state that the market of Akwete textile materials is largely untapped, with many potentials, due to its uniqueness and intriguing connection to our cultural values; and deeply embedded with traditional and philosophical connotations.