Brand Perception of Fashion Design as Academic Programme in Ghanaian Tertiary Institutions
For decades, public perception about Fashion Design Programme in Ghana is that of ‘way-side’ seamstress or tailor with no higher education. These tailors and dressmakers are trained in the informal sector through the apprenticeship system using outdated machinery, methods and processes. This practice has adversely influenced public opinions about the fashion design programme at all levels of fashion training. This study investigates prevailing perceptions about fashion design from the perspective of Academia and the general public. Staff and students of the Fashion Departments of three tertiary institutions in Kumasi and patrons of fashion products in Kumasi Metropolis formed the population for the study. Structured questionnaires were used to solicit opinions of respondents and descriptive statistics was adopted to analyse the data. The study revealed that most Ghanaians had misconceptions about the Fashion Design programme because of their lack of active engagement with the
programme. It further indicated that proper branding of the Fashion Design programme will make it very attractive at the tertiary level of the Educational ladder in Ghana.