Sociolingustic Study of Code–switching in Fashion Communication: a Case Study of Fashion Designers in Ado Metropolis

Abstract

This study examines the sociolinguistic phenomenon of code-switching in fashion communication among fashion designers in Ado Metropolis. It investigates how and why fashion professionals alternate between languages or language varieties in their daily interactions with clients, colleagues, and apprentices. The research aims to uncover the communicative, social, and cultural motivations behind code-switching and its impact on the effectiveness of fashion-related communication.

A qualitative research design was adopted, involving interviews and observations of selected fashion designers within Ado Metropolis. Data collected were analysed thematically to identify patterns and functions of code-switching in the fashion environment. The findings reveal that code-switching serves multiple purposes: it enhances understanding between designers and clients of different linguistic backgrounds, establishes social rapport, expresses cultural identity, and sometimes functions as a marketing strategy to attract customers.

The study concludes that code-switching is not a sign of linguistic deficiency but rather a creative communication tool that reflects the multicultural and multilingual nature of Ado Metropolis. It recommends that fashion entrepreneurs embrace strategic language use to foster better customer relationships and promote inclusivity in their business communication.