EFFECT OF DIGITAL TECHNOLOGY ON SUSTAINABILITY OF FASHION DESIGN BUSINESSES IN KEFFI LOCAL GOVERNMENT AREA OF NASARAWA STATE

Digital technology is rapidly transforming the fashion industry, and fashion design businesses in Nigeria are no exception. This study explored the effect of the adoption of digital technology on the sustainability of fashion design businesses in Keffi Local Government Area of Nasarawa State, Nigeria. The study adopted a casual research design involving the use of quantitative methods in which primary data was collected from a cross section of 91 owners of fashion design businesses in Keffi. Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed for data analysis. Findings indicated that digital technology adoption was a positive and statistically significant determinant of Financial Performance, Market Expansion and Competitiveness as proxies of Sustainability. This necessitates the strategic adoption and integration of digital technology in business operations in maximizing efficiently and effectiveness. There is also the need for leveraging digital technology tools such as social media by fashion design business owners in reaching a wider market base.