The adaptive clothing market is developing, but online retailers are yet to make the process of online shopping more inclusive for people with varying degrees of disability as well as expanding the functionality and aesthetic appeal of individual garments.
- The conclusions are from a study conducted by University of Missouri researchers who mined online reviews to understand the perspectives of adaptive clothing customers.
The Research: The study, 'It is about inclusion! Mining online reviews to understand the needs of adaptive clothing customers', has been published in the International Journal of Consumer Studies.
- Li Zhao, an assistant professor in the Department of Textile and Apparel Management, was the lead author of the study. Co-authors include Li Muzhen and Sharan Srinivas.
- The research received no specific grant from any funding agency in the public, commercial or not-for-profit sector.
The Project: The researchers mined customer reviews from three companies—Amazon, Silverts and IZ-Adaptive—that manufacture adaptive clothing ranging from high-end items to casual wear.
- Through collocation analysis (the process of identifying words closely affiliated with one another), topic modelling and sentiment analysis, the researchers found that, on average, consumers who include people with disabilities, caregivers and friends and family indicated that the retailers’ websites were not user-friendly and didn’t have features that aid accessibility.
- The general trend among consumer reviews indicated that adaptive clothing garments were limited in design and functionality as well as in aesthetic.
- This study fills a gap in the research in that it examined customer experiences not only with adaptive clothing garments but also with navigating an ecommerce environment.
- The team has also provided guidelines to help retailers design products that are useful to people with a range of disabilities.
- They suggest that retailers should try to better understand the needs of the people for whom they’re making adaptive clothing garments.
- An example: developing a more accessible and user-friendly website experience that differentiates garments based on categories and/or features.
- The study also illustrates a need for retailers to develop more advanced technology to address sizing, fabric, style, colour, fit and the function of each garment.
What They Said:
When designing clothing for people with special needs, it’s important to consider functionality as well as fashion, style and self-expression. The people who depend on these garments each have unique needs, so their feedback is invaluable.
— Li Zhao
Assistant Professor, Department of Textile and Apparel Management
University of Missouri
