The Challenges of Textile Prints in the Contemporary Ghanaian Market

The textile industry in Ghana which was once a booming industry has not received the needed patronage in recent times. This challenge has caused many people to lose their job and many others hanging. This present dissertation researched into Challenges in the promotion of the made in Ghana Textile Prints on the Contemporary Ghanaian Market. The objectives of the study were to find out challenges associated with the promotion of made in Ghana textile prints, to identify promotional strategies for the textile prints on the contemporary Ghanaian market and to search for more effective promotional strategies for the textile prints on the Ghanaian market. The study focused on the Ghanaian textile industry which produced the made in Ghana textile prints. However, specific focus was on traders in the Kumasi Central market who deal in textile prints. The sampling technique employed in this study was industry, price competiveness of foreign textiles, high imports vis-à-vis low export of the industry, price competitiveness of foreign prints as against the local prints, and absence of policy document on textile production in Ghana were discovered as some of the challenges facing the local prints industry. The study also identified the following as some of the promotional strategies: reduction of import duties on textile essentials, Fairs and Baazars and the formation of a textile or garment group network. It is therefore recommended that government, stakeholders, textile industrialists, activists should come together to make collaborative and frantic efforts to initiate policies to promote local textile industry.