"EVIPI": innovation stimulant in niche market for renaissance of resist dyeing industries
Purpose ‐ 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. Design/methodology/approach ‐ The study combined qualitative interviews with tie-dye/batik practitioners, observation data and literature from secondary sources. Findings ‐ 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. Originality/value ‐ 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.