Challenges Facing Fashion Industry in Ghana

Fashion is everything to society and the media. The fashion industry has transformed into a necessity in the life of people. Everyone wants to look good, feel fabulous and feel as if we belong with everyone else. The envy and desire to wear certain things and look a certain way all come, from wearing the latest fashion handbags, accessories, dresses, shoes, and the list goes on. But, when is considering fashion into an individual’s life going too far to the extreme? Many do not consider the whereabouts of fashion materials and how the environment is affected by the mere existence of certain garments. Some may believe these objects grow on trees. But that is clearly not the case. Even though it would be nice. The fashion industry as a

This research is written to explore the consumer behaviours associated with fashion purchasing and help the manager understand what drives consumers to buy fashion products so as to determine the campaign strategy. The study proposes to investigate the people perceive what is fashion or unfashion and discover the possible relationship between different factors and the consumers’ willingness toward fashion. These factors include the effects of brand, the influences of mass media and social network, various shopping places. Surprisingly, the different attitude between different genders toward fashion is considered as an essential factor for people to engage in fashion purchasing.

This report aims to underling the key areas the Australian Fashion Industry need address, in order to show that it has a future in an ever competitive global economy.

The fashion industry is rapidly growing and constantly generating new fashion trends almost weekly. Fashion for some may seem ridiculous and unnecessary; but fashion is not just a meaningless usage of article of clothing or farcical materials sew together for coverage. There is more to fashion than meets the eyes, fashion is precious and significant. It is a reflection of self-image, it speak the ream about who we are and how we review ourselves. Not only is fashion the reflection of self-image but also the reflection of our history as Coco Channel have said, “Fashion is not something that exist in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.” Fashion

Teri Agins, a senior writer at the Wall Street Journal, has publications in the Journal and wrote in 1999 The End of Fashion. Agins’ book gives a true overview of the fashion industry from the origin of Haute Couture to prêt-à-porter to mass-market consumption. Her focus is on marketing and uses Armani, Ralph Lauren, Donna Karen, Marshall Fields and Gap to demonstrate “(from) class to mass, (from) elitism to democratization; (from) art to commodity.” This is perfectly showed in a paragraph from Agins

As technology continues to progress fashion evolves right alongside. Before the invention of the tv the way to spread different styles and outfits was through sketches and designs. By this means it would take extended amounts of time to spread ideas of fashion from one place to another. The influence of technology on the fashion industry cannot be overlooked. Fashion is being rapidly offered to consumers at an amazingly fast rate. Nowadays anybody can have anything they want within the reach of a button on a phone or computer screen, fashion is instantaneous. It used to be following style patterns included venturing to the far corners of the planet in a group of 10 to create a

20th century can be named as the era where there was a significant development of the fashion industry. During this century the world experienced two world wars and this itself brought immense

‘Fashion industry is characterised by short product life cycles, volatile and unpredictable demand, tremendous product variety, long and inflexible supply processes and a complex supply chain.’

Social and cultural changes are major determinants of emerging fashions. However, they are themselves affected by the other drivers of change that include globalization of world markets and accessibility of more sophisticated communications technologies. The latter has provided people with faster and wider access to more ideas and influences from other cultures and societies, driving demand for wider choice in fashion products.

Fashion is a manner and style especially clothes, shoes, makeup and hairstyle. When I came from my home country, I have not much knowledge about fashion, and even do not know more about fashion brand. I was learning from technology, school and start follows American fashion. In eighteen century, people were also very fashionable as we are mostly seeing in the old films and pictures. The fashion was started from Europe and England because on that time Kings and Queens were fashionable and spends money on luxury items. The Queen Elizabeth has famous because of fashion and style, because she is wearing bright dresses, necklace etc. The brands we are use now a day’s also established in many years back like Coach is in the fashion for last 75years. Now a day’s fashion is change every spring, summer and fall because people are more creative to do something different. Social media is the main source to develop the latest fashion between new generations. People are follows facebook, twitter, instagram because celebrities, models, and companies share their fashion with public. In the twenty century people have jobs and money that’s why they start spending on technology, and fashion, on the other side there are competition in the fashion industry so it’s difficult to compete it.

Gender Marketing is not about male versus female. It is about understanding your customer and his profile thoroughly. Marketers generally adopt the approach of neutral marketing to play safe; by and large both men and women feel that they have not been targeted by the marketers properly. The marketers should continuously strive for competitiveness and take benefits from the ever changing environment which can be facilitated by the realization of the concept of gender marketing. In this article I will discuss about the changing role of women today and how it has an impact in marketing of products like online selling, car purchase, garment purchase and food & drinks.

During the information search stage of their decision-making process, the consumer stated that they constantly looked at online shops and magazines to improve their personal understanding of fashion. It was noted that the consumer’s awareness set consisted of ten different brands. However, the size of her

In order to conduct a successful business in Iran, it is important to know the general direction of marketplace that is present today or expected to occur in the immediate future. Iran’s economy has been modified over the past years due to changes that have been brought to Iran’s marketplace. The demands of products have been changed as the country began to urbanize and industrialize.

Women whose median age was 28, who followed a traditional lifestyle, and who preferred practical Clothes. Research showed that the product attributes most important to these two consumers groups were quality, value, comfort and fit.

The fashion industry too, is influenced by external forces be they social, political, economic, technological or even competitive, which