Incremental Innovation and Second Movers Strategy on Customer Retention of Fashion Designing Industry Industry In Minna, Niger State

Abstract

The fashion industry in Minna, Niger State has shown limited growth despite governments investment aimed at fostering skill acquisition among unemployed youth. For the industry to thrive, it must adopt innovative strategies, as customers demand for updated products and services continue to evolve with market trends. However, the lack of clear market innovation strategies for sustainable growth remains a challenge. This study examined the effect of incremental innovation and second movers' strategies on customer retention in Minna fashion design industry. The study was based on the Innovation Diffusion Theory (RDT) and it employed descriptive survey design targeting 790 registered fashion design businesses in Minna. A sample size of 381 was selected through the Krejice and Morgan (1970) sample size table. Primary data was collected using a structured 5- point Likert scale questionnaire. Data analysis included descriptive and inferential statistics, with Pearson correlation and multiple linear regression conducted using SPSS. Results revealed a positive and significant relationship between incremental innovation (regression coefficient of 0.28, p<0.05) and customer retention. Conversely, a negative but significant relationship was found between second -movers strategies and customer retention. Hypothesis were tested at a significant level of p<0.05, with incremental innovation and second movers as independent variables and customer retention as dependent variable. The regression model showed R= 0.779, R square =0.606, Adjusted R square = 0.601, and F= 105.629, significant at p<0.000. The study recommends that fashion designers should imbibe continuous improvement in design to foster creativity. The study concluded that there is positive and significant relationship between innovation and customer retention while there is negative but significant relationship between second movers and customer retention