Traditional dress for women in Ghana, known as “slit and kaba”, previously required no standardised sizing and fit, but as this dress has undergone an evolution and taken on more western features, the fit and manufacturing quality have become increasingly important. This paper evaluates the effect of the evolution of the slit and kaba on the current manufacturing processes adopted by the micro and small scale enterprises in Ghana. A qualitative approach was adopted to collect data in three metropolitan centres in Ghana from dressmakers of the traditional dress. An inductive approach through the grounded theory technique was utilised to analyse the data and the findings revealed that the traditional dress has undergone a considerable change in fit and form. The over reliance on trainee apprentices as workers has affected the quality of garments produced in relation to standardisation. It is also evident that most of the dressmakers rely on domestic equipment which is rudimentary in terms of technological development. This paper highlights the importance of skills and adequate equipment in the achievement of fit and quality in the area of garment manufacture in Ghana. Keywords: Garmentmanufacture;Qualitystandards;Fit;Traditionaldress;Evolution.

PurposeThe purpose of the study was to identify the apparel shopping styles of Ghanaian female young adults and to assess the applicability of the consumer styles inventory (CSI) within the Ghanaian context.Design/methodology/approachA multistage random sampling technique was used to select 405 Ghanaian female undergraduate students aged 18–25 years from the University of Ghana. The CSI was used to collect data and these were analyzed using principal component analysis.FindingsThe results showed that the subjects adopted multiple shopping styles when scouting for stores and selecting apparel for managing their appearance. Seven of the CSI dimensions were confirmed (perfectionism, brand consciousness, novelty-fashion consciousness, confused by over-choice, impulsive carelessness, recreational hedonism and habitual brand loyalty). A new shopping style, indifference shopping orientation was identified.Practical implicationsMarket segmentation, product development and marketing strategies should be tailored to the shopping styles of female young consumers in Ghana.Originality/valueThis study, for the first time, uses the consumer characteristic approach and the CSI to identify the apparel decision-making styles of young adult female Ghanaians. This fulfils the need for the study of shopping styles, which is vital for producers and marketers to enable them to make informed decisions to meet specific needs and expectations of these cohorts of consumers.