Examining the Concept of Sustainability in Fashion Enterprises: A Case Study of the Nigerian Fashion Industry in Times of Uncertainties

The paper examines sustainability in fashion enterprises and how such businesses adapt to uncertainties.The PESTLE Analysis model has been deployed in appraising the impact of the COVID-19 pandemic, as an uncertainty, on fashion enterprises in Nigeria, and how the Nigerian fashion industry can be positioned towards a more sustainable future.Six fashion business owners with different specializations in various fields of fashion participated in the study.They are a textile merchant, a fashion brand influencer, a fashion stylist, a fashion design tutor, two fashion designers, and a policy elite.Relevant data was gathered through semi-structured interviews and analyzed through thematic analysis.The outcome of the study indicates that while the COVID-19 pandemic has had a significant impact on the fashion industry in Nigeria, the ability of the sector to regain momentum and move upward on the trajectory of growth post-Covid depends on critical stakeholders in the industry. 2.