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

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