Examination of the Impact of Digital Marketing on Sales Growth of Fashion Businesses in Lagos State

Digital marketing has transformed sales strategies for fashion businesses in Lagos State, South West Nigeria, the country's fashion capital, and examining its impact on sales growth provides evidence for digital investment decisions in the creative economy. This study examined the impact of digital marketing strategies on sales growth among 120 fashion businesses in Lagos State, covering Balogun Market traders, Lekki boutique operators, and Instagram-native fashion brands. Digital marketing channels assessed included Instagram, WhatsApp Business, TikTok, Facebook Ads, and fashion e-commerce platforms. Sales growth was measured by monthly revenue change, customer acquisition rate, and average order value over a 12-month period. Descriptive statistics and regression analysis were employed. Results showed that Instagram marketing had the strongest effect on sales growth (beta = 0.58, p < 0.001), particularly for businesses targeting middle and upper income segments. WhatsApp Business use was the most widespread channel (adopted by 87% of respondents), with high conversion rates for existing customers. TikTok generated the fastest new customer acquisition for businesses targeting consumers below 30 years of age. Fashion businesses combining at least three digital channels showed 64% higher annual revenue growth than single-channel businesses. Content quality and posting consistency were significant moderators of digital marketing effectiveness. The study concludes that multi-channel digital marketing is the optimal strategy for Lagos fashion businesses and recommends digital marketing training through the Lagos State Creative Economy Initiative. Keywords: digital marketing, sales growth, fashion businesses, Lagos State, Instagram marketing