Date of Conferral

2-18-2025

Degree

Doctor of Business Administration (D.B.A.)

School

Business Administration

Advisor

LeVita Bassett

Abstract

Small fashion retail business leaders face survival challenges due to rapidly shifting consumer spending patterns and growing demands for social responsibility. The leaders care deeply about addressing these challenges to maintain profitability, protect jobs, and ensure sustainable growth in an increasingly competitive market. Grounded in strategic contingency theory, the purpose of this qualitative pragmatic inquiry study was to explore strategies small fashion retail business leaders use to survive beyond 5 years in South Central United States. The participants were six small fashion business leaders from a retail sector entity who successfully implemented survival strategies for at least 5 years. Data were collected using semistructured interviews and a review of participants' social media content. Through thematic analysis, three themes were identified: (a) digital transformation, (b) customer relationship management, and (c) sustaining high-quality customer service. A key recommendation is for small fashion retail business leaders to adapt their strategies based on customer feedback while pursuing long-term sustainability that enhances business longevity and growth potential. The implications for positive social change include the potential for small fashion retail business leaders to foster economic stability, provide employment opportunities, and strengthen community engagement through sustained small business and socially responsible practices.

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