A study on the rise in the use of African fabrics in Ghanaian and Western societies
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2013-04
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Abstract
The use of African fabrics has progressed from a time when they were
primarily reserved for traditional and special occasions, to a period where they have
become a casual wear staple, both within and outside the African continent.
However, there is inadequate literature that comprehensively addresses the question
of why African fabrics have generated so much interest especially in Ghana, while
the country's textile industry is declining. This study therefore explains the reasons
for the growing interest in the fabrics and compares the use of these fabrics in and
outside Africa. It also provides recommendations on how Ghana's textile industry can
be improved. It gathers data from questionnaires circulated to consumers of African
fabric, interviews conducted with Ghanaian-based fashion industry players and some
observation.
The data shows that the primary motivation for the use of the fabrics stems
more from the attractiveness of the fabrics, as opposed to cultural factors or media
propaganda. It also shows that the internet was significant in the diffusion of the trend
in Ghana. Other factors that also explain the trend in Ghana include the National
Friday Wear Programme introduced by the government in 2004. Recommendations
for the textile industry include improving the quality of products, competitive pricing
and co-operation between textile manufacturing companies and fashion designers.
This study therefore adds to existing literature on African fabrics and clothing, and at
the same time provides solutions on how Ghana's textile industry can be improved so
as to take full advantage of the increasing interest in African fabrics.
Description
Thesis submitted to the Department of Business Administration, Ashesi University College, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2013
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Keywords
Ghana, textile industry, fashion, African fabrics, African textiles, diffusion, trends