MARKET RESEARCH
COMPETITOR AND CONSUMER ANALYSIS
While thinking of the best way to make a valuable contribution to the adapted apparel market, the first step that came to mind was to collect research to have a better understanding. The adapted apparel industry is a very complex market that is often forgotten and it is because of this that research measures were taken utilizing a radar map to gain a better understanding of where current men's adaptive and traditional markets are falling short in connecting and meeting young men with sensory processing needs. Moreover, interview transcripts were utilized in order to hear and understand what functional, expressive, and aesthetic needs are desired, directly from the target market we are searching and hoping to contribute to.
COMPETITOR RESEARCH
The competitors seen below were carefully selected based on various aspects and qualities that they showcase in their current respective markets. Specifically, those selected within the adaptive market were chosen for their presence and contribution to providing sensory-friendly apparel, their innovations and tactics in making clothing more suitable for those with sensory issues, and finally because of the great array of products offered. Within the traditional market, the various competitors were selected because of their unique and aesthetically appealing designs, the wide array of product offerings, and because of the huge footprint, they have left in the streetwear market.
ADAPTIVE MARKET
​ Minor Details
Minor Details is a small business that stemmed from one mother's dedication to providing her child with clothing that met her sensory needs. Minor details provide gender-neutral sensory-friendly apparel products that encompass various product categories for children aged 4-16 with sensory processing disorders. These product categories fall under categories such as tops and bottoms to remain gender-neutral. Along with this Minor Details also offers some apparel products for parents to match their children under their My Adult and Me subline.
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Price Point: $50-$200
Location: International
Competitive Edge: Minor detail's greatest advantage without a doubt would have to be accredited to the exquisite fabrics used. Minor Details utilizes sustainable jersey and fleece made from 66% TENCEL Lyocell, 28% Organic Cotton and 6% Spandex that is very sustainable, functional, and soft. It is because of Minor Detail's great quality that comes from the fabrics used in the construction of the garment that Minor Details could be an up-and-coming contender.
Key Attributes:
- signature safety yellow stitching
- soft Flat Seams
-tag Free
-enlarged Necklines
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Bayou Blend Apparel
Bayou Blend Apparel was founded as the name suggests in the Bayou of Louisiana by a mother who sought to provide clothing for her son who was diagnosed with autism. Bayou Blend Apparel grew from this to become a streetwear brand that follows and meets sensory needs. Bayou Blend Apparel offers a wide range of product categories including kids, women, and mens offering hoodies and t-shirts within each. Bayou Blend Apparel's greatest consumer demographic is people aged 18-27 with sensory processing issues that have a love for fashion.
​Price Point: $25-$80
​Location: North America (e-commerce)​​​
Competitive Edge: Bayou Blends Apparel's greatest advantage is its wide range of products offered. Bayou Blends Apparel's inclusion of adults and kids into their target market is something that is typically not seen in the adaptive apparel market, so their solidification of these practices gives them tremendous headway. It allows Bayou Blend Apparel to access a target market that is rarely touched, which would be families. Along with this Bayou Blends Apparel's stylish streetwear approach in designing definitely adds to the competitive edge that exists in captivating this untapped audience.
​Key Attributes:
- screen Printing and direct to garment printing
- tag-free
- soft seams
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​Kozie Clothes
Kozie Clothes is a leading figure in the adaptive apparel market, providing clothing and products for the Pediatric Special Needs Community. Kozie Clothes offers various product categories for those with different specific needs. Within these need categories, there is a vast assortment of clothing and products ranging from activewear to boys' and girls' bottoms and tops, to compression and weighted clothing, and much more. Kozie Clothes' target consumers are children of any age that are a part of the Pediatric Special Needs Community.​​
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Price Point: $20- $160
Location:​ E-Commerce (internationally)
Competitive Edge: Kozie Clothes' greatest competitive edge includes its brand's reputation which is positively reflected in the media. Additionally, it is because of Kozie Clothes' vast array of product categories that are offered that they should be considered a strong competitor in the adaptive apparel sector.
Key Attributes:
- categorization of products by need
- stylish graphics
- innovation (fidgets/weighted garments)
TRADITIONAL MARKET
​ Supreme
Supreme is a leader in streetwear, with its name being known internationally. Supreme is deeply embedded within the skateboarding and hip hop communities, being worn by various influencers, musicians, and more, resulting in Supreme having a huge digital and e-commerce presence. Supreme offers an assortment of apparel products geared toward young adults that are streetwear enthusiasts.
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Price Point: $20-$200
Location: International
Competitive Edge:
Supreme's greatest competitive edge over its competitors without a doubt would have to be the brand loyalty that they have established. Supremes' huge cult and following have showcased how dominant and how great of a role the consumer can play in the success of a brand.
Key Attributes:
- graphics and unique designs
- simplistic box logo
- high-quality fabrics (durability)
- cult following
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​ Golf
Golf is a streetwear brand that came into the streetwear scene by storm. Established by Tyler the Creator, an American musician, the brand has since seen tremendous growth. Golf provides an assortment of product categories ranging from gender-neutral tops, bottoms, tee, accessories, and much more.
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Price Point: $40-$200
Location: International
Competitive Edge:
Golf's greatest competitive edge is its ability to provide aesthetically pleasing clothing that can not be tied to any gender norms. This allows and provides consumers with a wide range of options that do not confine. But that is not all. It is because of Golf's integration across various platforms and its headway into rap culture that they are a top competitor.
Key Attributes:
- gender neutral clothing
- simplistic use of a logo
- unique colorways
- high-quality fabrics
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​ Anwar Carrots
Anwar Carrots is a small streetwear brand rising from New Jersey that has seen recent growth in the market. Anwar Carrots growth in familiarity and publicity could be attributed to Carrots' various collaborations with other streetwear brands such as Skate Club, Crenshaw, and Jetlife. Anwar Carrots provides an array of high-quality aesthetically pleasing products ranging from sweatshirts to tops, to bottoms, to headwear, and even to accessories.
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Price Point: $40-$200
Location: International
Competitive Edge:
It is Anwar Carrots very unique and aesthetically pleasing logo and overall brand aesthetic that Carrots will continue to grow as a key player in streetwear. Carrot's notable and signature orange carrot logo can be identified by almost any fashion enthusiast and it is because of this that Carrots has the potential to grow even further, especially with their signature brand collaborations and partnerships.
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Key Attributes:
- high-quality fabrics
- Various Collaborations
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COMPETITOR ANALYSIS SUMMARY
After a careful and thoughtful evaluation of the two markets and the products encompassed it was made evident that a disconnect exists. Essentially, the disconnect lies within the nonexistent bridge between modern-day aesthetics and inclusive functional design. In today's current adaptive market there was a clear target market that was missed, and that is young fashionable men with sensory processing issues. While there are many innovations and functional features implemented to meet one's sensory needs, the aesthetic and design of the overall garments failed to meet the aesthetic and expressive needs held by a young fashionable man. Much of the adaptive apparel created is intended for younger children with childish graphics and construction layouts, and if not it was aesthetically unpleasing and unapologetically unexpressive.
The opposite can be seen in today's current traditional streetwear market. In today's current traditional market there is a wide array of aesthetically pleasing garments that give consumers the ability to express themselves, but inclusive functionality is one aspect that could not be found. Within all the product assortments there was not one garment that existed to meet sensory-friendly needs.
For your typical streetwear consumer, this may not be a problem, but for people with disabilities such as sensory processing disorder, this is their greatest nightmare. The consumer is now forced to make a choice between choosing functional clothing that satisfies and meets one's needs, or between stylish and more aesthetically pleasing clothing that allows for one to meet their expressive needs as a young adult.
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CONSUMER NEEDS RESEARCH
COMPETITOR AND CONSUMER ANALYSIS
Consumer research for adaptive apparel included the analysis and deep dive into eight interview transcripts that were hand chosen for their relation to sensory processing disorders. Within these transcriptions, a focus on the functional, expressive, and aesthetic needs of consumers with sensory issues was explored to gain a better understanding of what our consumer wants to see in the industry. The participants that were explored and analyzed typically ranged from age 18-30 with a relative median household income sitting around $40,000 yearly.
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Some common functional themes and wants illustrated throughout the transcripts include the desire and want for thermal regulation, breathability, a soft hand feel, and elimination of sensory heightening stimuli such as tags, seams, and more. As it pertains to expressive needs the typical consumers desired adapted apparel that could solve and aid in their functional needs all the while appearing to look "normal" and "good". In terms of aesthetic needs, many wants and desires relate to the overall concept of appearing to be normal. In short, when designing the elements of a product it is important to the consumer that the implementations and innovations that are added and used do not differentiate the wearer drastically. Along with this the consumer makes evident that they want and value clothing that is aesthetically more pleasing.
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Currently. many individuals attempt to solve this problem through the tailoring and altering of their traditional clothing to meet their functional needs. Many consumers also decided to stick to a very select number of garments that they like and feel comfortable with typically rebuying these products, but it is made evident that this is not a solution, but instead, a frustration that one's options have been limited and closed off.
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This collection therefore will first start off with a aesthetically pleasing silhouette with unique and various design and aesthetic aspects to ensure that the apparel that will be created will give one the ability to express themselves. After doing so, determining how to provide clothing that will enhance and meet the wearers sensory needs will be researched, explored, and implemented.
CONSUMER PROFILES
Jeffery's Profile
"When I shop...I will see first, the unique design. "
Desires
When Jeffery is buying clothing he always looking for the newest styles and trends. Jeffery loves getting complimented, and it is because of this that he usually looks for the most unique designs Jeffery loves fabrics that are soft to the touch and that allow for breathability.
Frustrations
What upsets and bothers Jeffery the most is the complete lack of current aesthetic trends seen in the traditional market implemented within adaptive apparel. Jeffery hates that he is confined to a certain style of garments, and he feels he can't be himself.
Age:
23
Income:
$11,000
Occupation:
College Student
Sergio's Profile
"So things that shouldn't hurt, often hurt. So even like he'll sit like, like, his sleeves they'll hurt him."​
Desires :
Sergio often struggles with self esteem, but one thing that helps is wearing clothing that makes him look good. Sergio loves to look for products that make him look good and feel good. Sergio is often very active so he typically searches for clothing that can accommodate and provide protection from abrasion against his skin while skating.
Frustrations :
Sergio sensory processing disorder greatly limits the activities that he can participate in. It is because of this that Sergio typically wears the clothing that he knows he can be his best in. But this has become very repetitive and boring and Sergio feels it is because of this that he can not express whom he is as a person while skating.
Age:
26
Income:
$70,000
Occupation:
Vet Tech
Pablo's Profile
"for me, it's more of the aesthetic and silhouette. I'm thinking about, as a future designer, you known...Again, you can look good on a budget, you know, you just gotta tink about which art, um, important"
Desires :
Pablo is a fashion enthuiast, who always wants to look good. When Pablo is out he always has to be the best dressed, and it is because of this that when searching for clothing Pablo typically searches for unique silhouettes, designs, and colorways
Frustrations :
What upsets Pabo the most is that when he is searching for adaptive apparel there is no diversity and or uniqueness expressed through the products. Because of this Pablo typically wears clothing found in the traditional market, having to deal with the roughness of fabric
Age:
20
Income:
$33,000
Occupation:
Retail Worker
VALUE PROPOSITION MAP
NEEDS OVERVIEW
The purpose of the value proposition's map in terms of this project was to unify and align the product development process, which once started will go full throttle, with the intended end consumers' needs and desires. Essentially, the diagram on the right is intended to establish a consumer persona meant to indicate what problems and pains our target consumer experiences on a day-to-day basis, and along with this it showcases what our consumers could gain if their wants are implemented. The diagram to the left is intended to create an image in the product developer's mind to give the "creator" a map and guide as to how to answer and meet the consumers' persona and criteria on the right. Together both maps and charts come together to provide a better understanding of what solutions and changes are needed and thus how to implement them.
RADAR CHART EVALUATION
CHART KEY
CHART ANALYSIS
After a careful examination and deeper dive into traditional market competitors and adaptive apparel market competitors,5 key design factors were identified. These 5 design factors include meeting modern aesthetics, innovative design aspects, quality and hand feel of materials, price point, and functionality. Essentially, these five design factors were analyzed and rated based upon how each competitor meets the need with each competitor being measured and rated on a scale from 0-5 in correlation to each factor respectively with the closer to the center(0) being a low score and (5) being on the outer edges of the chart representing a good score. This radar chart ultimately revealed that traditional market competitors were exceptional at meeting needs surrounding modern aesthetics, falling very short in meeting functionality and material quality standards. Surprisingly, the adaptive market competitors feel on the complete side of the spectrum being the complete inverse of the traditional market; meeting functional needs, but falling short in modern aesthetics.