Abstract
Purpose: This research investigates TexStyle Ghana Limited’s printed fabric design concepts over three decades, focusing on cultural heritage and consumer preferences, aiming to understand trends and patterns.
 Design/Methodology/Approach: This research employs qualitative data analysis as the primary approach to investigate design concepts. The research method adopted for this study is a single-case method. The data is collected from TexStyle Ghana Limited (TSGL), a prominent textile printing company in Ghana, with a specific focus on their product lines and historical design trends. The data is analysed based on patterns, and themes within textual or visual data.
 Findings: TexStyle Ghana Limited (TSGL) offers four unique brands of printed fabrics catering to diverse consumer segments. Their design concepts reflect cultural motifs, traditional heritage, and bold African textile utilisation. TSGL's product lines, such as the Adepa Dumas and NuStyle collections, target specific demographics with distinctive design elements.
 Research Limitation/Implications: The study's limitation includes focusing on TSGL, although there are other printing companies in Ghana. However, the findings or implications could apply to other textile printing companies.
 Practical Implication: The research highlights the significance of considering customer preferences and cultural heritage in textile design for Ghanaian companies. These include traditional motifs, vibrant colours, and cultural symbolism that enhances competitiveness and customer satisfaction.
 Social Implication: Preserving Ghanaian cultural heritage through printed fabrics promotes representation, inclusivity, and global promotion of African art and fashion while catering to diverse consumer segments.
 Originality/Value: This industry-specific lens allows for targeted insights into the unique challenges and innovations in textile printing, contributing to a more granular understanding of Ghana's fashion landscape.
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