Authors

Victoria Abra Honu
Department of Fashion and Design, School of Fashion and Design, BlueCrest University College, Kokomlemle, Accra

Gladys Mensah Agbenyeku
Department of Monitoring and Evaluation, Youth Employment Agency, Accra

Elsie Naa Akuyea Addy
Department of Fashion and Design, School of Fashion and Design, BlueCrest University College, Kokomlemle – Accra

Corresponding author’s email: [email protected]

Abstract

This is an exploratory study on the impact of custom tailoring on ready to wear market and mass customization with the goal of creating a fashion collection considering the demands of customers in Ghana. The paper seeks to promote customer preference for ready to wear clothing among Ghanaians. It further quest to suppress the interest in imported clothing and develop taste for ready to wear clothing made from fabrics produced in Ghana. This would help to create jobs and improve the Ghanaian economy. It is anticipated that this strategy will engender a paradigm shift from preference for custom tailoring to ready to wear clothing made in Ghana. The study employed a quantitative research design of which the exploratory research design was used. Convenient sampling technique was used to sample twenty (20) top fashion designers and questionnaire was used to solicit views of respondents. Data was analysed using descriptive and inferential statistics. The empirical findings of the study indicate that, females are more interested in fashion than males, Customer loyalty amongst fashion designers is not impressive, customer loyalty depreciates with years, and finally, female customers patronize fashion houses than their male counter parts. The study also recommends that, stakeholders in fashion industry should encourage upcoming fashion designers in their respective areas of study, to venture not only in custom tailoring but in the ready to wear market.

Keywords

Custom tailoring, ready to wear market, mass customization, globalization, fashion Industry.

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Copyright

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.