Fashion Transformational Synthesis Model for Beauty Pageants in Ghana

Purpose: The purpose of this study was to develop A fashion concept transformational syntheses model for local pageants like “Ghana’s Most Beautiful” Pageant for the designing of activities. To achieve the aim of the study, the objectives sought to determine the standard of beauty exhibited in the pageant, assess viewers’ perceptions of the pageant, and further determine the fashion concept and cultural relevance of the pageant. Design/Methodology/Approach: The study employed the exploratory sequential type of mixed-method design. The process employed enabled the researcher to explore pageants to ascertain in-depth pageant practices and participant views on the cultural relevance. The targeted population consisted TV3 staff, Producers and organizers, Judges, Fashion designers, Council for National Art and Culture officials, Traditional rulers, and viewers of the pageant in the three sectors of Ghana. A proportionate stratification was calculated for each group of participants who formed a Sample size of 1051. Simple random was used in selecting the sample size. Close-ended questionnaires developed from observation, interviews and content analyses were administered to participants. SPSS tool was used in data analyses where inferential statistics, mean, standard deviation and ANOVA were engaged. The data obtained were presented in tables and diagrams and findings employ in developing a model. Findings: Findings revealed that beauty standards of Ghana’s Most Beautiful Pageant were both of Ghanaian and foreign relevance. The fashion concept was also a mixture of both cultures. There was a significant difference between the fashion concept and cultural relevance of the pageant suggesting the adoption of foreign cultures into the pageant. it also revealed main objectives of the pageant was not the only source of inspiration for designing pageant activities which result in occasional deviation. Research Limitation/ Implications: the study was based on a local pageant in Ghana hence its concentration mainly on Africa/Ghanaian pageantry. Practical Implication: The knowledge advanced in this study informs organizers of pageants on the need to consider the main objective of pageants, community, cultural relevance and viewers as the source of inspiration for designing pageants activities. The employment of the fashion concept would guide against deviation and the introduction of foreign practices. Social Implication: The knowledge advanced by this study will help policy-makers in the beauty industry to review existing concepts and geared towards helping local pageants in achieving positive results in the communities. Originality/ Value: The novelty of this study lies in the model created for beauty pageants, it educates on the inclusion of the main focus, communities and viewers of the pageant in the designing of activities for better results especially within the beauty pageant industry.