THE INFLUENCE OF WESTERN CULTURE ON FASHION DESIGNERS IN SELECTED COMMUNITIES OF KPIRI MPOSHI DISTRICT OF CENTRAL PROVINCE, ZAMBIA
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Abstract
This study examines people’s perceptions of the influence of Western culture on fashion designers using a mixed research approach and concurrent design. The target population included fashion designers, local consumers, and fashion traders, with a sample size of 40 respondents. Data was collected through questionnaires and interviews, analyzed using SPSS for quantitative data, and thematic analysis for qualitative data. Findings indicate that Western culture significantly influences consumer behavior, shaping thoughts, affirming desirable traits, valuing diversity, and affecting norms and attitudes. Consumers often select, purchase, and consume goods, including clothing, based on familiarity and cultural values. Specifically, in Kapirimposhi, the study revealed that Western culture impacts consumer behavior in the fashion industry. The study recommends efforts to preserve and promote indigenous clothing styles, urging fashion designers and industry stakeholders to collaborate in showcasing traditional attire's cultural significance. Additionally, it highlights the importance of ethical considerations in fashion design
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