Challenges in the Era of Globalization - iaabd

Proceedings of the 12th Annual Conference © 2011 IAABD
clothing purchases are significantly tuned to the commonly used apparel that suits the environment
especially during the wintry conditions.
Social factors
It is interesting to note that social factors play key role in the acculturation process of Black African
women in London as revealed in this study. This study shows the relevance of social factors from two
perspectives. One is the need for the women to be integrated into the society which prompts them to buy
and use the UK-based clothing for occasions that involve a considerable number of locals and other well
acculturated members of the society. This makes them feel comfortable, and boosts their confidence. As
some indicated, one will have to act like a Roman in Rome. On the other hand, respondents indicated that
they often resort into using clothing that reflect their home culture and country for special occasions
organised by people of their similar cultural background. Examples are naming ceremonies, wedding
ceremonies/anniversaries, funeral ceremonies, and birthday parties. Interestingly, they indicated that even
when the weather condition makes wearing them uncomfortable, they still do it as such occasions come
sporadically and it will be good to make the most of it unlike dressing to go to work which is a recurrent
happening. In most cases, these women have chains of network back to their country through which
clothing that depict their cultural heritage are supplied to them in London to fulfil this need for affiliation
among members of their enclave. In fact, some claim that they use these to promote their culture in a
strange land and state that wearing such is more valuable in that society compared to in their home
country where almost everyone will have such type of clothing.
As a way of coping with the uncomfortable weather condition, this study shows that they mix apparel
from the two different cultural settings. One common example cited is that of wearing tights (stockings)
under the African-culture oriented dresses.
Religion
The importance of religion to the clothing preference of these Black African women is another area of
key findings of this study that cannot be ignored. Some of the respondents indicated that the design of
some of the clothing in London as offered by most widely available fashion marketers sometimes conflict
with their religious belief as some of these are body revealing dresses which they believe holds significant
implications for their moral dispositions. Hence, this prevents them from embracing full acculturation in
relation to purchase of clothing in London. So, they are very selective in this context. Among the
commonly cited examples are trousers which often seductively expose the body curves, skirts which end
above the knees, blouses which reveal parts of the body.
Personal factors
This study shows that there are a number of personal factors that mediate the clothing acculturation of
these women in London. One of these is their age. A sub-pattern that emerged from this point is that those
that are relatively young and more educated embrace the clothing pattern in London upon arrival into the
country than those outside this group. The common reason cited for this is that these clothing make them
look very smart, comfortable, and seasoned. Most of the married women indicated that their acculturation
about clothing is strongly moderated by their marital status as they are expected to maintain a reasonable
standard of moral codes in their mode of dressings. Surprisingly, the year of arrival in London does not
appear to have considerably shifted the interest of the respondents from the African-oriented clothing.
Hence, their interest for clothing is shared between those associated with their host cultural environment
and the ones they were using and have got used to before leaving their home country.
Discussion/implications of the study
This study explores clothing acculturation among women of Black African origin living in London. It
shows some interesting findings. Essentially, it indicates that clothing acculturation among Black African
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