Influence of cultural values and background experiences on design decision of fashion designers in the Cape Coast metropolis in Ghana

Abstract

The purpose of this study was to investigate how fashion designers in Cape Coast Metropolis are influenced by cultural values and background experiences when making garments for clients. Based on this aim, four research questions were formulated to guide the study. The study employed the qualitative approach with emphasis on the phenomenological design. The research population was the fashion designers in Cape Coast Metropolis. In all, twenty (20) participants who were fashion designers who were willing and ready to give information to answer the research questions, could design and sew were purposively and snow balling selected. Interview guide was the instrument used to collect data. From the analysis, it was found that all the participants had been to school and trained to achieve master craftsmen. Through the research questions, one found out that, the designers were able to improve the designs skills through visiting of online applications. Also, in times of trouble, some designers go to the more experienced designers to obtain relevant advice as to how to go about the problem. It was also found out that the use of cultural elements in designing local fabrics is now being cherished by Ghanaians over foreign fashion. Another finding was the difficulty to meet all deadlines for the collection of sewn fabrics by designers. It was concluded that designers in the north of Cape Coast Metropolis in Ghana have numerous on-the-job experiences that prepare them to face any kind of customer behaviour. It is recommended to all fashion designers, especially the novice fashion designers to take keen interest in workshops organised by the association of fashion designers to improve upon their skills.