Comtemporary fashion trends in men’s wear case study of Kumasi metropolis, Ghana

Abstract

The study aimed at finding out the contemporary fashion trends in men’s wear in Kumasi Metropolis, Ghana. The objectives of the study were to identify and describe the contemporary fashion trends in men’s wear in Ghana; to investigate into factors that influence the changes in the men’s wear in Ghana, and to find out measures that can be put in place to help ensure that fashion changes in men’s wear impart more positive effects on Ghanaians. The researcher employed the survey method using questionnaire for data collection which was used for the quantitative aspect of the study. The population of the study was centred mainly on Ghanaian men in Kumasi Metropolis. Purposive and simple random sampling techniques were used to select 100 respondents as the sample size. Findings of the study suggest that the use of African wear, shirts appliqued with African prints, T-Shirts with the name or symbol of Ghana printed or embroidered in it, two buttoned suit with only one button for fastening it, Jeans with polo shirts and the use of skinny with polo shirts or long sleeved shirt are the contemporary fashion trend of men’s wear in Ghana. However, short pants with cow neck was not accepted as contemporary fashion trend in men’s wear in Ghana. Age, dressing of public figures, education, occupation, religious beliefs, celebrities’ dressing, fashion publications, journey to foreign countries, status in society, technology, economic situation, fashion forecasting and market research play a major role in today’s accelerated rate of change in men’s wear in Ghana. Based on the findings, conclusions were drawn and recommendations were made that Ghanaian men are now becoming fashion conscious and are getting interested in indigenous clothing because they evoke sense of maturity in them when they wear them. The men must there be properly educated by fashion experts on textiles and clothing so that they will be able to choose and wear clothing to suit their figure types and occasions.