Competition in the fashion industry is so rife such that the survival of fashion organizations cannot be guaranteed.

During the last decade, the developments of new technologies all over the world and growing globalization of countries economies have produced the fastest changes ever.

The fashion industry in Ghana, especially, the clothing sub sector; has not been without the effect of economic, political, social, cultural and legal pressures brought to bear on all organizations.

In recent years, protectionism has given way to globalization. With that change, Ghanaian clothing sector of the fashion industry has had to compete with imports from low wage countries.

Retailers, unencumbered by protectionism, have also seized on the opportunity, often choosing to go directly to offshore manufacturers. As retailers become larger and more globally connected, they continue to build global brands marketed around the world.

In doing so, they eliminate many Ghanaian clothing companies from their supply chain. The result has been major market share declines and job losses in the industry.

The Ghanaian clothing sector of the fashion industry faces many challenges. the rise of low-cost goods from Asia, a slowdown in consumer spending, difficulty in accessing capital, lack of innovation from entrepreneurs, relatively high prices of products due to high unit cost, poor distribution channels and inability to promote local brands

The issue of access to capital for the industry is not new. For years, industry players have indicated that they feel there is a lack of support for their industry from the banking community.

Under these circumstances, it is not a surprise that many companies cannot secure financing, as a result of banking formula-based lending practices, financing remains a challenge to many well-run clothing companies and small businesses in general. Brand development has been a major issue in the clothing sub sector in the fashion industry in Ghana.

Many Designers have not been able to design unique Ghanaian designs that would bear their own brand name in order to project their business.

The problems enumerated above, as well as western cultures, globalization have created internal marketing challenges for the clothing industry in the area of promotion, pricing and distribution of products.