Abstract:
The African woman is deeply immersed in culture and tradition. Due to the blurring boundaries of countries as a result of globalization and inexpensive communication, lifestyles and trends are changing and the consumer tastes too. Colour, Style, status, beauty are the top issues an African woman deals with, the media constant communication of these things has influenced the consumer. The fashion industry is currently adapting traditional fabrics with bold prints and colours to fit the modern western styles. There is a transitioning from the normal tailor made way of sewing clothes to more of a "ready-made" or standardised. The definition of beauty is also evolving. We are faced with the problem of probably forgetting our roots and culture and the opportunity to enter into newer markets because of the ongoing adaptation and standardization processes.
