“EVIPI”: innovation stimulant in niche market for renaissance of resist dyeing industries

Adetoun Adedotun Amubode (Department of Home Science and Management, University of Agriculture, Abeokuta, Nigeria)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Publication date: 8 May 2009



Tie‐dye/batik produced in Abeokuta has contributed significantly to the Nigerian economy. Unfortunately, the influx of second‐hand clothing and cheap new fabrics from Europe and Asia has had a great negative effect on the industry. Consumers no longer patronize locally produced fabrics. They prefer cheap imported fabrics, either new or second‐hand. However, this paper aims to focus on innovation (“EVIPI” – an acronym for “examine, vision, ideas, prioritize, implementation”) in niche marketing as a strategy for the renaissance of resist dyeing industries (tie‐dye/batik) in Abeokuta to compete favorably in the local market.


The study combined qualitative interviews with tie‐dye/batik practitioners, observation data and literature from secondary sources.


The findings reveal that practitioners lack innovative ideas that can help them in the sustainable growth of their businesses.

Research limitations/implications

The study reveals innovation in niche marketing as the strategy required for the renaissance of tie‐dye and batik in Abeokuta, Nigeria.


The study is the first to look into the renaissance of the resist dyeing industry in Abeokuta through “EVIPI”, an innovation‐motivating acronym in niche marketing.



Adedotun Amubode, A. (2009), "“EVIPI”: innovation stimulant in niche market for renaissance of resist dyeing industries", Journal of Fashion Marketing and Management, Vol. 13 No. 2, pp. 246-255. https://doi.org/10.1108/13612020910957743

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