Fashion and Textile Review
Volume 1, Issue 3. September 2019. Pages: 56 – 72
ISSN: 2665-0983 (ONLINE)


Ophelia Mefful
Department of Fashion Design and Technology, Takoradi Technical University, Takoradi

Muniratu Abu-Wemah
Department of Fashion Design & Textile, Tamale Technical University, Tamale


This study explores the possible ways clothing communicate and evaluate how such communications inform the youth of Sekondi Takoradi in choosing their clothing. It further seeks to identify and examine the implication of dressing to the wearer and others. Although it is generally agreed that apparels are a basic need of every human being, there are many concepts and theories that underpins why people select and wear specific clothes. This exploratory study adopted descriptive research method and randomly sampled hundred and fifty (150) respondents in different parts of the Sekondi Takoradi metropolis. The research tools employed were interviews, questionnaire and observations at various events and locations in the Metropolis. It came out that mood expression, sexual lure, occupation identity, religious identity and social standing are the key drivers of clothing preferences. Additionally, it crystallised that the young men and women made similar judgments in clothing preference although the young women were more diverse than men. The findings and recommendations from this study provides players in the fashion industry especially designers in Sekondi Takoradi with a significant amount of information and directive about leveraging on apparel communication and its interaction with the wearer and society.


Preferences; Communication; Clothing; Sekondi Takoradi;


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This work is licensed under a Creative Common Attribution-ShareAlike 4.0 International License. Fashion and Textiles Review © 2019 by Institute of Textiles and Fashion Professionals, Ghana is licensed under CC BY 4.0.


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