Investigative study to analyze market conditions to launch a surf wear brand with specific requirements in the context of Sri Lanka

Abstract

Surfing or the act of riding waves has become an ecumenical inclination where the population follows it as a sport as well as a relaxing leisure time activity. The market for surf equipment and surf wear has grown immensely giving large profits to businesses worldwide where businesses create a need for surfing today. Sri Lanka possesses one of the best surfing locations, which has become the center of attention by surfers worldwide. In-line with the prevailing market opportunity, the research analyzed market conditions to launch a surf wear brand with specific requirements in the context of Sri Lanka in terms of environmental and weather, culture, performance, and durability aspects. The survey used questionnaire-based methods and personal interviews. Close-ended questionnaires were selected. Personal interviews were conducted to obtain details on surf wear requirements under the aspects of technical, cultural, and design. Survey findings show that there is a growing surfing culture in Sri Lanka which is more towards entertainment than a professional water sport in Sri Lanka which comprises both local and foreign populations. The research showed that there is a demand for value-added surf wear and for cultural visual representation on surf wear.