Analysing the External Macro-Environment of Ghana’s Apparel Industry: A Case of DTRT Apparel

DOI

10.2991/978-2-38476-527-0_3How to use a DOI?

Keywords

PESTEL Analysis; Ghana Apparel Industry; DTRT Apparel; macro-environment; Emerging Markets; Sustainable Manufacturing

Abstract

The Ghanaian apparel industry, a key driver for economic transformation, is subject to a complex array of external forces. This conceptual paper analysed the external macro-environment of Ghana’s apparel industry, with emphasis on DTRT Apparel, using the PESTEL framework. The research design synthesises theoretical insights and secondary data categorised under the six PESTEL dimensions, and thematic analysis identifies trends, challenges, and opportunities relevant to DTRT Apparel. Findings reveal that Ghana’s stable democratic governance and progressive trade initiatives offered a strong foundation for growth and export opportunities. Economic growth, bolstered by an expanding middle class, is tempered by challenges from infrastructural constraints, inflation, and exchange rate volatility. Social trends indicate increasing support for local products, environmental consciousness, and an available youthful workforce. Technological advancements offered efficiency gains despite investment barriers. Growing environmental awareness drives demand for sustainable practices and creates opportunities in the circular economy. The legal framework supports business operations but requires continuous monitoring due to its evolving nature and enforcement challenges. This analysis underscores the necessity for DTRT Apparel to remain agile by integrating cutting-edge manufacturing technologies, sustainable practices, and proactive cost management strategies. Continuous monitoring of these external factors is essential to mitigate risks and harness emerging opportunities, thereby ensuring long-term competitive advantage and sustainable industry growth in Ghana.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Kafui Amivi Kumatia
AU  - William Kwesi Senayah
PY  - 2025
DA  - 2025/12/24
TI  - Analysing the External Macro-Environment of Ghana’s Apparel Industry: A Case of DTRT Apparel
BT  - Proceedings of the International Conference on Applied Arts, Design, and Sustainability (ICAADS 2025)
PB  - Atlantis Press
SP  - 25
EP  - 44
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-527-0_3
DO  - 10.2991/978-2-38476-527-0_3
ID  - Kumatia2025
ER  -