EXPLORATION OF PRODUCTION METHODS BEING USED BY CLOTHING MANUFACTURING COMPANIES IN ZIMBABWE TOWARDS A COMPETITIVE STRATEGY

Cathrine Mauwa (), Dr. Dandira Tarirai () and Dr. Chimbindi Felisia ()

International Journal of Fashion and Design, 2021, vol. 1, issue 2, 10 - 32

Abstract: Purpose: The purpose of the study is to analyse production methods used by clothing manufacturers in order to improve competitiveness of clothing products on the market. Methodology: The study adopted a qualitative research approach and utilised a descriptive case study design. The population of the study comprised of clothing manufacturing companies in which company managers, supervisors and designers were the study participants. Data was gathered using telephonic interviews. Thematic analysis was used to get meaning out of the collected data. Findings: The findings were presented in narrative form. The findings reflected that clothing manufacturing industries used batch production hence they did not meet the demands of the market. They also used progressive bundle system. It was suggested that the manufacturing companies should use work study as strategy to enhance productivity levels, meeting lead times, reducing costs as well as producing competitive clothing products among other recommendations. Unique contributions to theory and practice: The Fit manufacturing framework by Pham and Thomas (2012) was used to explore the production methods being used by clothing manufacturing companies in Zimbabwe. Themes that emerged from the data analysis helped the researcher gain a better understanding of the production processes used. The clothing manufacturing industry is lagging behind with regards to advanced machinery, skilled manpower and good quality fabrics. If these areas are improved it may help improve productivity and competitiveness of products, enhance growth of clothing industry and boost the economy at large.

Keywords: Clothing; Production methods; Competitiveness; Market (search for similar items in EconPapers)
Date: 2021
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