An evaluation of the importance of income on fashion industry: a case study of Kampala Clothing Markets.

Abstract

The purpose of this study is to determine the position of Fashion in the market place and the correlation between income of consumers to fashion trends (creativity) and industry sustainability for a circular economy of the industry. This study also evaluated the contribution of the middle and low income markets towards the creativity as well sustainability of the fashion industry. The study adopted a correlation research design with a population of 75 apparel traders and consumers. Convenience sampling method was used to draw a sample of 63 respondents from the population. Data was collected using a Questionnaire; hypotheses tested using Pearson product-moment correlation Coefficient (r). Respondents of the questionnaire were later interviewed and data from only respondents who participated in the questionnaire and interview were considered and coded. Results indicated that; there was a significant negative relationship between income and perception, this means that the low income and middle-income markets are biased against fashion due to their income status. Otherwise, findings showed that there was a significant and positive relationship between income and sustainability. Thus, basing on the findings of this study, AGOA and key players in the fashion /clothing industry should revisit trade policies. This will weed out the perception of the industry being non marketable since the internal factors within the AGOA POLICIES failing the industry through their high cost production thus creating the bias with in the middle low income markets. Fashion designers and academicians are to document and copyright their designs. This documentation will be key to educating the population and also entice inclusion in the national budget.