Fashion and fashion trends from 1990 to 2020 a case among the people of New Juaben municipality, Eastern Region of Ghana

Abstract

study sought to investigate into fashion and fashion trends from1990s to 2020 in the New Juaben municipality of the Eastern region. It employed the mixed method research design and both the qualitative and quantitative approaches for the purpose of data collection and analysis. The sample size was 240 drawn from a population of 800. This sample was further categorized into three namely, categories a, b and c with 72, 48 and 160 respondents respectively in the New Juaben Municipal district. As a result of the nature of the study, stratified and purposive sampling methods were used. Questionnaire, interview and photographs were methods used as the main instruments for collecting primary data. The responses were codified and entered into SPSS to generate frequency counts and percentages after which the results were analyzed quantitatively. The study is captured in six chapters. At the end, the findings revealed that, tremendous changes had occurred in fashion and fashion trends among Ghanaians in general and the people of New Juaben in particular between 1990-2020. The changes which are mainly being influenced largely in recent times by foreign styles of fashion are impacting negatively on the moral and cultural lives of the people of New Juaben particularly and Ghanaians in general, contributing to undesirable practices among the youth. It is believed that, the situation can be controlled if drastic measures are taken by meaningful citizens and the researcher’s recommendations are given consideration.