The relationship and interpretation of clothing behaviour and identity of African South African women in the corporate world in Gauteng and KwaZulu-Natal (South Africa)

Abstract

This study addresses the relationship between the clothing behaviour and identity of African South African women in the corporate world, with reference to black identity and Western style of clothes. Central to these two issues the study tried to focus on the factors which may have an influence on the clothing behaviour of African South African women. Clothing as communication and factors which influence people's clothing behaviour were also covered to find out why people wear the clothes they wear. The sample consisted of African South African women (n =100) in Gauteng and KwaZulu-Natal. Research was conducted by means of a structured questionnaire. The qualitative method provided a systematic investigation of the topic. The research methods included descriptive and inferential Statistics. Three hypotheses were formulated for the investigation. Each of the clothing variables was examined relative to the hypothesized relationship. There were fifty-one clothing variables employed in the analyses. The results exhibited a need for ethnically influenced clothes for African South Africans. The findings indicate that there was symbolic meaning attached to ethnically influenced clothing and beads, and that the symbolism attached to clothing items can influence a person's clothing behaviour. Recommendations were noted and followed by the Conclusion.