: Design rather than mass-production – analyzing the competitiveness of clothing-manufacturing in Rwanda

Abstract: The purpose of this study is to map out and analyse the competitiveness of the clothing-manufacturing sector in Rwanda on a local, regional and international level. The research was carried out as a case study of the Rwandan clothing-manufacturing sector through a two-months field study in Rwanda. Data were collected through semi-structured interviews with local fashion designers, clothing manufacturers and ministry representatives. Observations in manufacturing plants, local markets and tailoring studios were also carried out. The findings were analyzed through an analysis model based on Porter’s diamond model, enhanced with the notions of country of origin effect (COO), corporate social responsibility (CSR) and customer-based brand equity (CBBE). The findings show a sector that is struggling with its competitiveness on a local, regional and international level. Lack of relevant factor conditions such as cheap labour and energy as well as low local demand indicates that the country is not suitable for mass-production of clothes. The emerging fashion scene shows abundance in creativity and entrepreneurship, but there is a need for more developed tailoring skills, product quality level and knowledge in management and marketing. Rwanda is not competitive for mass-production of clothing, but the sector could profile itself on high-end fashion and products with craftsmanship qualities. Allocating resources to education and investments in supporting industries could help the Rwandan clothing-manufacturing sector to profile itself on a regional and international market. No studies on the Rwandan clothing-manufacturing sector and its competitiveness have been done since 1989. Due to the shifting focus towards East-Africa as a textile and clothing-manufacturing hub, an update of the situation in Rwanda was found relevant. The study contributes to the existing literature on competitiveness in the textile industry and forms a relevant stepping-stone for further research.