Ethiopian Traditional Clothing: Impacts on Global Fashion, Marketing Strategies, and Emerging Perspectives in Fashion Tourism

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Vol. 1 No. 1 (2025)

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Temesgen, A. G., Kaufmann, J., & Cebulla, H. (2025). Ethiopian Traditional Clothing: Impacts on Global Fashion, Marketing Strategies, and Emerging Perspectives in Fashion Tourism. Social Science Insights and Applications, 1(1), 71-96. https://doi.org/10.65773/ssia.1.1.53

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Authors

Alhayat G. Temesgen*
Wollo University, Kombolcha Institute of Technology, Kombolcha, Ethiopia ; Chemnitz University of Technology, Chemnitz, Germany
Jörg Kaufmann
Chemnitz University of Technology, Chemnitz, Germany
Holger Cebulla
Chemnitz University of Technology, Chemnitz, Germany

Abstract

Ethiopia is home to more than 80 ethnolinguistic groups, each distinguished by its own language, cultural practices, and unique traditional attire. Hand weaving and indigenous crafts represent significant non-agricultural sources of livelihood and cultural expression within the country. This study investigates the role of Ethiopian indigenous clothing, particularly hand-woven shema textiles and tibeb embroidery, in influencing global fashion trends, branding strategies, and cultural tourism development. Employing a mixed-methods research approach, the study integrates academic and industry perspectives through interviews, social media content analysis, and case studies of Ethiopian designers, including those from the diaspora. The research further examines traditional dress practices, ornamentation, and prescribed attire for men and women across diverse ethnic communities. The findings reveal three principal contributions of Ethiopian traditional clothing to contemporary fashion and tourism: (1) preservation of sustainable weaving practices and safeguarding of cultural heritage; (2) stimulation of innovative design development that contributes to global fashion discourse; and (3) promotion of experiential cultural tourism through direct interaction between weaving communities and visitors. Effective marketing strategies identified include heritage-based storytelling, strategic engagement of diaspora influencers, collaborative partnerships between designers and traditional artisans, and transparent communication of supply chain narratives to consumers. Despite its growing recognition, the study also highlights critical challenges, notably the risks of cultural appropriation, insufficient protection of communal intellectual property rights, and inequitable economic benefits for local artisans. Addressing these issues requires the establishment of frameworks that ensure fair value distribution, support educational tourism initiatives, and protect cultural assets from exploitation. Ultimately, this research positions Ethiopian traditional dress as a model of sustainable fashion and cultural authenticity, with the potential to enhance its global recognition within the fashion tourism industry.

Keywords:
traditional cloth, socio-cultural influence, intangible heritage, social identity, green economy, tourism

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