Investigation on Fashion Awareness of Sri Lankan Contemporary Middle Class Women and the Need of Fashion Makeovers

Abstract

The demand increment of the Fashion Makeover concept is strengthening the nexus with the conception of fashion throughout the history. The acceptance for this growing concept depends on the people’s attitudes and the way they perceive it. The Sri Lankan community which is not much exposed to this fashion world and having a cultural background restrains in obtaining a proper knowledge regarding these precious facilities. The lack of fashion awareness has become a huge barrier in Sri Lankan lives when connecting with the fast moving world. Particularly, a number of research articles are available in the context of the western world bonding with the makeover concept but hardly any could be found in the context of Sri Lankan arena. The concept is not been rooted yet in Sri Lanka but there is a probability of creating a significant space for this novel concept in the fashion and beauty industry of Sri Lanka. The middle class which is the majority of Sri Lanka, being a group making efforts to expose to the fashion world, will possibly be fascinated in approving the concept. The intention of this investigation was to find out the fashion consciousness of Sri Lankan contemporary middle class women, who are the majority of Sri Lankan existing community and to show the necessity of fashion makeovers as guidance to make them sophisticated. Both primary and secondary sources aided to gather required information. Based on in-depth interview techniques and infield observation around commercialized cities Colombo, Kandy and Kurunegala randomly selected 200 middle class female participants were examined on awareness they hold regarding a few standards: Health and hygiene - body type, body size, shape of the face, skin complexion (food, dieting, pills, posture/ gesture - exercises, yoga and meditation,), Trends - latest trends in beauty and fashion (product types - evening wear, accessories,) and Brands – products. Interviews were an investigation on open ended questions specified on personal perspectives regarding fashion makeovers to be fitted in Sri Lanka. The study reveals the lack of fashion consciousness and perception of Sri Lankan middle class women which is in existence due to cultural, socio-economic and mental incarceration of fashion freedom. This contributes to show the need of guidance to bring them to the proper track of sophistication.