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This study examines consumer online purchase behaviour in the Nigerian fashion industry.

A cross-sectional study was conducted with a total useable sample size of 241 respondents contacted through on-site visitation. Descriptive and inferential statistics were used to test the influence of customer value on online purchase behaviour in the fashion industry.

Consumer values are categorised into terminal (happiness, love and satisfaction) and instrumental (time-saving, price-saving discount, service convenience and merchandise assortment) values. The findings show that both values have significant influence on online consumer purchase behaviour, while fashion consciousness moderates the relationship between consumer values and online purchase behaviour.

Online fashion retailers should focus on increasing the terminal and instrumental values of their products and making available goods that meet the needs of different generational cohorts in society.

Studies have examined various factors, for example, consumer values that are determinants of consumer online purchase in the fashion industry; however, there has been limited focus on the nature of fashion and online purchasing in emerging markets, particularly those in Sub-Saharan Africa.

The Igbos of south-eastern region of Nigeria are known for their rich cultural heritage which permeates all their socioeconomic life. Sacrosanct among their social institution is their business practice which has outlived generations, but its impact is still felt not only in the south-eastern region but also in Nigeria as a whole. Igbo business practices have become integral to an average Igbo man's life, and it is the cornerstone on which their values are promoted. This is evidence in their desires to make wealth and be successful hence the adage ‘ego ji oru’ which means ‘money has the answer to projects’. Generally, Igbo culture and values are reflected in their business practices. The Igbos have a strategic model of attracting, retaining, transferring knowledge and developing talents. This unique model has contributed to the sustenance of Igbo businesses through manpower development and has also influenced their business performance over the years. The Igbos seek and develop talents in their area of business interest for continuity, performance and value creation. This chapter explores how talents are recruited to become apprentices and how knowledge is transferred to these apprentices by their Igbo master known as ‘oga’. Also, the effects of the recruitment process and the knowledge transfer mechanisms on business performance are evaluated. The chapter adopts a case study approach and sampled six small Igbo businesses in Ajah market, Lagos. The chapter revealed that the Igbos have indigenous strategies of recruiting and developing talents which influence the performance of their business. Informed recommendations were made for business in Africa at the end of the chapter.