Abstract:
Sustainability of a fashion enterprise depends largely on creativity and innovative
technology application, good entrepreneurial skills as well as adoption of appropriate
marketing strategies. Although the Ghanaian fashion designers may be formally or non formally trained, it is unclear the differences in their services and marketing techniques
and their respective areas that require improvements. This study therefore aimed at
assessing the dichotomy in the use of creative and innovative technology,
entrepreneurial skills as well as marketing strategies among formally and non-formally
trained fashion designers in the Kumasi Metropolis of the Ashanti region, Ghana. The
study employed a qualitative cross-sectional approach of design. Through non-random
sampling technique and the use of structured questionnaire, data obtained from formally
and non-formally trained fashion designers were processed statistically. Descriptive
statistics as well as inferential statistics including Independent samples t-test and Chi Square analyses were performed. In several respects, it was observed that, the formally
trained designers were more creative, applied innovative technology, better at
displaying entrepreneurial skills and marketing their products and services. This has
established a baseline information about the fashion designers in the Kumasi Metropolis
for further studies across the country. It is recommended that, computer application is
encouraged during training of all fashion designers. If possible, both non-formal and
formal training should be encouraged for better effect. Government could come to the
aid of beginner fashion designers with soft loans.
Description:
A Thesis in The Department of FASHION DESIGN AND TEXTILES
EDUCATION of Faculty of VOCATIONAL EDUCATION, submitted to The
School of Graduate Studies, University of Education, Winneba, in partial
fulfillment of the requirements for the Awarding of Master of Philosophy
(Fashion Design and Textiles) Degree