Indigenous Design Aesthetics, Cultural and Gendered Preferences as Catalyst to Navigating Market Dynamics

The Nigerian textile industry has experienced a severe decline, with the collapse of 150 companies in 2023, leaving only two operational firms, both foreign-owned. This downturn is primarily attributed to the rampant influx of textiles, particularly from China, which has saturated the market and undermined local manufacturers' and designers’ competitiveness. This paper examines the interplay between textile design aesthetics, consumer preference and the socio-cultural dimensions of gender within the Nigerian context. Data is collected from a survey involving 23 Nigerian respondents who patronize imported textiles.  The findings highlight the cultural significance of indigenous textile patterns, deeply embedded in the identities and traditions of various ethnic groups, underscoring the need for local designers and producers to innovate and align with consumer preferences. The paper also discusses the economic implications of the failing local textile industry, including job losses and capital flight and offers strategic recommendations for local manufacturers. Ultimately, this study emphasizes the importance of integrating traditional design aesthetics with contemporary trends to foster a sustainable and competitive textile sector in Nigeria. Keywords: Textile design, gender construction, Nigeria, cultural aesthetics, motif, pattern