Investigative Study on the Possibilities of Introducing Jacquard Knitted Women’s Occasional Wear to Sri Lankan Market

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.