Abstract:
"Inclusion of LGBTQ (Lesbian, Gay, Bisexual, Transgender, and Queer) in fashion marketing can be
seen more prominent than ever as it’s a social call and more than just marketing. But this differ
when it come sot the Sri Lankan fashion industry. Inclusivity in marketing specifically in relation to
LGBTQ community is almost as if it doesn’t exist. Examining how fashion firms interact with and
support the LGBTQ community is critical as society perceptions of sexual orientation and gender
identity continue to change. This thesis investigates factors affecting fashion brands’ awareness and
marketing in the support of LGBTQ community in Sri Lanka.
This study examines the theoretical underpinnings and current research on fashion marketing,
brand awareness, and LGBTQ inclusivity through a thorough literature analysis. It also explores Sri
Lanka's distinct cultural, legal, and social contexts, identifying potential and obstacles for fashion
companies looking to help the LGBTQ population
The methodology for the study entails qualitative interviews with significant participants, such as
representatives of fashion brands, LGBTQ individuals from Sri Lanka and individuals related to
human rights activism. The data gathered will be evaluated using thematic analysis techniques with
the goal of uncovering recurrent themes and patterns pertaining to factors that affect fashion
brands' awareness marketing approaches for the LGBTQ population.
The outcomes of this study can help fashion brands create strategies that will assist the LGBTQ
population and raise brand visibility. It will also give policymakers, advocacy organizations, and
other stakeholders new perspectives on how to support diversity and inclusivity in Sri Lanka's
fashion industry.
Overall, by examining the factors impacting fashion brands' awareness and marketing actions in
favor of the LGBTQ population in Sri Lanka, this thesis seeks to add to the academic literature and
industry knowledge. It aims to promote better communication and cooperation between the
fashion industry and the LGBTQ community by emphasizing the potential, problems, and best
practices, ultimately fostering inclusivity and acceptance within Sri Lankan culture."
