Design and Product Development

Made in Ghana: Strategic Marketing of Ethnic Items

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Abstract

Village seamstresses in Ghana, primarily women, need access to markets outside of Africa. To this end, researchers surveyed women from a southeastern state in the U. S. regarding their preferences for Ghanaian fabrics in women’s garments, accessories, and home goods. Online stores such as The African Fabric Shop, Global Girlfriend, and Global Mamas are examples of businesses that create job opportunities for women in rural African villages. These businesses create a way for global customers to support these women by purchasing ethnic products on their websites. This system generates income for the companies so they can provide more opportunities for African women.

Keywords: Ghana, Fair trade, product development, Consumer segments

How to Cite:

Spillman, K., Lee, M., Graham, M. & Cho, B., (2014) “Made in Ghana: Strategic Marketing of Ethnic Items”, International Textile and Apparel Association Annual Conference Proceedings 71(1).