Investigating the design process of traditional costume penetrating a niche market

Abstract

The design process defines each market segment in the apparel sector. Traditional costumes of Sri Lanka gained a long historical and cultural demand among Sri Lankan consumers. The most demanding costumes are "Nilame" costumes (male costume) and "Ohoriya" (female costume). This research identifies that traditional costume has become an emerging and demanding market segment today. The market segment is evident in Sri Lanka's suburbs in Colombo, Kandy, Galle, Rathnapura, and Kurunegala. The researcher predicts that the market meets niche market parameters