Popular Culture and Trend Adoption in Contemporary Ugandan Textiles: A Case of Selected Textile Industries in Kampala and Mukono Districts, Ca. 2000-2020

Abstract

The research addresses a notable gap in academic literature by examining how globalized and local popular culture influences have intersected with traditional textile practices in a developing national context. Using a conceptual framework rooted in popular culture studies, fashion theory and diffusion of Innovations theory, the study analyzed how textile manufacturers in key industrial hubs navigated these cultural shifts. The study adopted a qualitative research approach, using case studies of selected textile industrial hubs in Kampala and Mukono districts. Data collection methods include interviews with industry stakeholders, focus group discussions with consumers, and analysis of textile products and marketing materials. The research aimed to understand the mechanisms of trend adoption, the strategies employed by textile industries to integrate popular aesthetics, and the challenges they faced. The findings offer critical insights for policymakers, industry stakeholders, and designers seeking to understand and harness the forces of popular culture for sustainable growth within the local textile sector.