Department of Fashion Design and Textiles Education
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- ItemAN ASSESSMENT OF DIGITAL MARKETING IN FASHION BUSINESSES(2022-12)The study aimed at assessing the dominant digital marketing tools in the fashion business and the reason behind the use of the digital marketing tools. Convenience and purposive sampling technique were adopted and a total sample size of 422 respondents was arrived at by using Cochran’s sample size formular. A close-ended, self-report Likert scale questionnaire was developed and used as the principal means of data collection, in addition to secondary data. The results revealed that fashion business owners understanding of digital marketing tools are limited, hence unable to utilize the full benefits of digital marketing tools. Those firms that apply digital marketing tools provided empirical evidence to support the assertion that digital marketing tools enhance firm performance. The results were significant at a 1% significant level with a correlation coefficient (R) of approximately 93 per cent. Social media marketing is the most popular tool for fashion business owners, with the most popular platforms being WhatsApp, Instagram, and Facebook. Notwithstanding the benefits, some challenges of digital marketing include delayed payment, piracy, misunderstanding, customer discontent, shipment issues, internet connection interruptions, and time-consuming operations. The study recommends fashion business owners must engage in digital marketing literacy programs.
- ItemCONSUMER BUYING BEHAVIOUR TOWARDS GHANAIAN FASHION PRODUCTS IN THE GREATER ACCRA METROPOLIS(2023-03)This study assessed consumer buying behaviour towards Ghanaian fashion products with specific focus on Greater Accra Metropolis. The study used a quantitative approach with descriptive research design based on a sample of 366 respondents. Data collection was done using a questionnaire and the respondents were chosen using a simple random sampling technique. The study showed that fashion trends have a significant impact on consumer behaviour towards Ghanaian fashion products. In addition, the study showed that, consumer behaviour is significantly influenced by people’s working status in relation to Ghanaian fashion products. Also, the study showed that, quality of fashion products significantly influences consumer purchasing behaviour. Finally, the study revealed that, advertisement on fashion products has a significant impact on consumer buying behaviour. Moreover, in all, the research revealed that, consumer buying behaviour towards Ghanaian fashion products is influenced by fashion trends, product quality, working status and advertisement. This study recommends that fashion designers and management in the fashion industry must maintain effective and positive trends or brands to attract more people in the industry. They must also ensure the quality of fashion products in the market, should consider moderating prices of fashion products so that the ordinary Ghanaian can afford them. Finally, fashion designers and management of the fashion industry must frequently do adverts to attract more consumers.
- ItemFASHION AND ISLAMIC FAITH IN THE 21ST CENTURY: A CASE OF MUSLIM WOMEN IN THE FORMAL SECTOR OF GHANA(2022-12)This study aims to shed light on fashion and the Islamic faith in the 21st century, focusing on the choices and practices of women who work in corporate Ghana to promote novel fashion styles that suit trends of the day and Islamic regulations and laws. The mixed research method was employed to gather and synthesize the data from a population of Muslim women working in corporate Ghana. Snowball sampling technique was used to select all the 120 respondents for the study. Participants for this study were selected through a set of criteria. Firstly, they must be women. Secondly, they must be practising Muslims. Thirdly, they must be between the ages of 25- 50 years. Fourthly, they must work in any formal institution in Ghana. Results indicated Muslim women prefer clothing with loose silhouettes with African fabric incorporation in their styles and as much as possible fulfil the regulations of Islam. Results also established the relationship between Islam and fashion of the 21st century as being influenced by their knowledge in Islam especially knowledge governing the clothing for women. Data collected was used to create a collection of six designs through the art-studio practice. The studio practice involved customer profiling, research, concept creation; mood board, idea development; designing and illustrations.
- ItemRedefining Occasional Garment Silhouettes with Adinkra Traditional Symbols(2022-09)The purpose of the study was to explore the potential for designing garments using Akan traditional symbols (Adinkra) in the garment production process in Ghana. The selected symbols were Akoko Nan, Dwennimmen, Akoben, Hye won Hye, and Wo Nsa Da Mu A. The study employed a qualitative methodology. The total population of the study is 80 which consisted of the 20 executives of the Dressmakers Association (designers), 30 textile shop owners, and 30 female radio presenters (consumers) in the Sekondi-Takoradi Metropolitan Area of the Western Region of Ghana. Furthermore, the study employed purposive and convenience sampling to select a sample to participate in the study. The sample size of the study was 30 stakeholders selected from the three groups consisting of 10 executives of the Dressmakers Association (designers), 10 textile shop owners, and 10 female radio presenters (consumers). A semi-structured interview (pre-production) and a focus group discussion (post-production) were used to obtain data for the qualitative component of the study. The resulting qualitative data were analysed using thematic analysis. The study found that most of the participants were conversant with the Adinkra symbols and expressed their interest in the Adinkra silhouette-based garments. Following the interviews with the stakeholders, the researcher designed and produced the Adinkra silhouette-based garments in the studio. A post-production interview was finally conducted with the stakeholders to evaluate the final productions. The interview revealed stakeholders appreciated the Adinkra silhouette-based garments.
- ItemIMPROVED CLOTHING FOR AGRICULTURAL PRODUCTIVITY IN GHANA: A CASE STUDY OF BENSO OIL PALM PLANTATION AND GHANA RUBBER ESTATES LIMITED OF THE WESTERN REGION(2022-07)Agricultural employees have permanently or temporarily been disabled by work-associated accidents due to insufficient knowledge in safety in handling equipment and machines and obeying simple procedures for achieving set tasks. Poor health and safety practices in the farming system leads to illness, accidents and low productivity. The advantages of using PPE make it possible to eliminate unnecessary accidents. But the cost of import, sales, and the quality of the protective clothing have no policy guiding its implementation in the sector simply because, the farmers are private businessmen. The study aimed at improved clothing for agricultural productivity in Ghana at Benso Oil Palm Plantation and Ghana Rubber Estates Limited. The research adopted the mixed-method research design. This pragmatic approach was a sequential exploratory design. The Population of the study consisted of all the agricultural workers between the ages of 25 to 60, engaged in farming where each worker was considered as a unit of analysis. Purposive sampling method was used and stratified random sampling was adopted for analysis and data collection for this study. The major tools for data collection were the questionnaire and interview. Results revealed that training in the use of personal protective on-farm site, quality of personal protective equipment, user-friendliness of the protective garments on farm site, protective personal equipment availability, the ease in care of the protective clothings were a factor considered by the Benso Oil Palm Plantation and Ghana Rubber Estates Limited for the selection of protective clothes for their workers.