Catwalk to Consumer: Critical Communication Considerations for Fashion Designers to Achieve Omnichannel Success in South Africa and Germany

Abstract

In the evolving retail landscape, fashion designers must strategically navigate omnichannel platforms to meet diverse consumer expectations. This paper addresses the limited understanding of how consumers in South Africa and Germany prioritise omnichannel success factors, which affects fashion designers’ ability to implement communication strategies that drive engagement and sustained patronage. The empirical research conducted aims to identify the preferences that influence consumers’ omnichannel loyalty across online and offline environments. The key research questions are (1) What are the critical omnichannel factors fashion designers should prioritise for effective communication with consumers? and (2) How do these factors differ between South Africa and Germany? Implementing a quantitative approach, the study utilised quota sampling of 1,043 consumers, 511 in South Africa and 532 in Germany segmented by regional demographics and socio-economic measures. Constructs were operationalised through a structured 7-point Likert-like scale instrument and analysed using exploratory factor analysis and regression modelling. The findings revealed that information searching options, the availability of online shopping alternatives, and the general intention to patronise multiple channels during a single shopping trip were the most influential variables shaping omnichannel preferences. South African consumers showed stronger advocacy and emotional engagement, favouring experiential communication and community-based loyalty. German consumers valued functional efficiency and in-store mobile integration, preferring streamlined digital interaction. This paper offers insights for fashion designers seeking to optimise consumer communication across channels, and provides recommendations for policymakers aiming to support omnichannel retail through targeted infrastructure and capacity-building programmes.