Considerable Factors Influencing the Selection of Children’s Wear Made in African Print Fabrics

Mercy Ampofowah Osei, Phyllis Forster and Jacquiline Ogoe

Journal of Business Administration Research, 2023, vol. 12, issue 2, 1-8

Abstract: African print is gaining much popularity worldwide. Its usage for children’s wear is fast growing. Therefore, there was a need to find out what consumers considered when choosing African print fabrics for children’s wear. The research utilized the qualitative method as the main method of gathering data where a descriptive survey design was employed to solicit data from forty (40) respondents. In-depth interviews were done with school children between the ages of 5-10 years, and one of each child’s parents. The study adopted interviews and observation with children’s emotions captured by the use of the Thematic Apperception Test (TAT).Results from interviews and observations, although not generalizable indicated that different types of African print possess different qualities. Colour, price, motif size, and pattern layout influenced the selection of African print for children’s wear. The implication of this finding is that textile designers should make durable, versatile fabrics that are colourful but incorporate classic shapes and patterns with fun details.

Date: 2023
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