A Design Ethnography Approach to Developing Apparel Design Guidelines for Older Women in China

Abstract

This study applies a mixed-method design ethnography approach guided by inclusive design practices, to investigate fashion preferences and design requirements for older female consumers in China. Twenty-seven Beijing women aged between 55 and 70 years old participated in a semi-structured interview and wardrobe study to obtain textual and visual ethnographic data. Examining the parameters of dressing preference of these participants revealed a range of influences that informed their clothing choices and fashion perceptions. The study provides insight into the dressing requirements, clothing preferences, and apparel consumption behaviors, of an older Chinese female demographic, from a design-orientated perspective. Revealing this consumer group’s specific needs can inform improved fashion design and apparel product development, enabling the creation of apparel design guidelines to assist fashion designers and companies in validating targeted product development for this demographic.

Keywords:

• apparel design strategy
• design for aging
• wardrobe interview
• visual methods
• co-design

Disclosure Statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was supported by Research, Impact & Collaboration Enrichment (RICE) The University of Manchester.

Notes on contributors

Minzhi Zhang

Dr Minzhi Zhang is a UX Researcher on digital experiences at The Hut Group. She also works as an Associate Lecturer in London College of Communication at the University of the Arts London. Her research includes user experience, co-creation, inclusive apparel design, fashion consumer behavior, fashion marketing and cultural study. LinkedIn: https://www.linkedin.com/in/minzhi-zhang-phd-340392b2/. [email protected] or [email protected]

Simeon Gill

Dr Simeon Gill undertakes research into customized production using technology-enhanced methods. With a background in pattern cutting and manufacture, his research focuses on clothing, from sizing through to custom production and the impact of clothing on body image. LinkedIn: https://www.linkedin.com/in/simeon-gill-0434b458/. [email protected]

Sonja Andrew

Sonja Andrew crosses the disciplines of design, semiotics and narratology. Dr Andrew employs the creative process as a mode of research inquiry. Her main research focuses on textile semantics, communication on cloth, the influence of context on viewer perception, and the role of memory and perception in textile and fashion consumption. LinkedIn: https://www.linkedin.com/in/sonja-andrew-3b669413/. [email protected]