THE PLACE OF INFORMATION AND COMMUNICATION TECHNOLOGIES (ICTS) IN FASHION PREFERENCES OF YOUNG ADULTS IN ANAMBRA STATE, NIGERIA

Abstract

The emergence of ICT has revolutionized different aspects of life, including fashion. Youthsin particular are known for their dynamic and ever changing fashion preferences. It hasbecome pertinent to investigate the place of ICT in fashion preferences among young adults.The major objectives of the study were to determine the extent young adults in AnambraState access/utilize ICT in their fashion preferences and how regularly they access/utilizevarious ICT outlets and digital sources. Diffusion of Innovation theory was used astheoretical framework that foregrounds the study because of the relevant tenets of the theoryto the study. The study adopted survey research design. A sample of 400 respondents wasselected through multistage sampling technique. Data were collected with structuredquestionnaire. Research questions were answered using mean score, frequencies andpercentages. Results showed that 84% of the respondents have access to smart phones 7.4%of the respondents spend between 2- 4 hours on the internet while 45.3% of the respondentsindicated that social media influence shapes their fashion ideas. It was concluded that factorslike peer influence, cost/affordability and availability aided the preference of foreign stylesover local styles, particularly through use of social media. Developing and promoting mobileapps and platforms that will be dedicated to African fashion will provide space for youths toexplore and engage in African fashion content.