DOI: 10.54976/tjfdm.1603453 ISSN: 2687-5268

Innovative Apparel Design fix for Plus-Size Women in Ghana

Naa Omai Sawyerr, Kweku Safo-ankama, Ophelia Ohenewa Mefful
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The purpose of this study was to utilize the apparel design framework to develop innovative apparel designs catering to the specific needs of plus-size Ghanaian women. Design is the foundation of all products including those in the fashion industry. It involves the systematic creation and strategic organization of elements to achieve a desired purpose or aesthetic result. Adopting a qualitative research approach, a total of twenty-five (25) plus-size women actively participated in three (3) focus group discussions. Their valuable insights were then incorporated into the creation of three (3) prototype designs. These prototypes were subsequently produced, worn, and assessed by a group of five (5) consumers to ensure effective concealment of plus size figure orientation, promote illusionary aesthetic appeal, and optimal fit. The finding suggest that plus size women face challenges in finding apparel that aligns with their preferences, and even if they do find something, it may not be suitable for their figure type. The study also highlighted that incorporating innovative elements like style lines and colours could offer apparel options that cater to the requirements of Ghanaian women who wear plus sizes. Apparel stores and designers should acknowledge the market potential of the plus size market and make sure that a diverse range of sizes and styles are easily accessible. It is also important to implement initiatives that foster body positivity and boost self-confidence. These initiatives can include awareness campaigns, fashion shows, and diverse representation in the media.

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