Abstract:
Sri Lankan (SL) fashion industry has experienced a steady growth in recent years,
catering to the diverse clothing preferences of consumers. Despite this, the potential for
jacquard knitted (JK) women’s occasional wear (WOW) remains largely unexplored.
Jacquard knitting, a complex textile technique that produces intricate patterns within
the fabric, offers unique and fashionable clothing options. Thus, this research aims
to explore the potential for introducing JK WOW into the SL market by reviewing
relevant studies and analyzing the feasibility of such a venture. This investigation is
based on qualitative and quantitative research methods. Primary data was gathered
through shop visits, questionnaire surveys, and structured interviews. The target group
of the research was the women who live in western province (aged 25 – 35 years).
Secondary data was collected through websites, journals, and reports. Unawareness of
JK garments, high prices and insufficient visibility in showrooms were identified as
major issues pertaining to JK garments in the SL market. In contrast, it emphasized
the consumer group’s need for improved comfort, durability, and sophistication of JK
garments for reasonable pricing. Based on the results obtained from the consumer survey
of SL market, 65% of consumers prefer to use JK garments as casual wear due to
the comfort. Only 32.5% of consumers prefer JK garments as occasional wear, as JK
garments may not offer the expected level of glamour. The introduction of JK WOW
in the SL market offers numerous benefits in terms of aesthetic and quality aspects.
In conclusion, the investigation highlights the substantial growth potential for the SL
fashion industry with the introduction of JK WOW. The intricate patterns and highquality
materials of these garments are expected to appeal to SL consumers, making
them a preferred choice for special events and occasions. Addressing the challenges
identified in the study, such as awareness, quality, and affordability, can facilitate the
successful introduction and widespread adoption of JK WOW in SL market.
