INDIAN FASHION MODIFICATION IN ACCORDANCE WITH DAILY

PHYSICAL CHALLENGES FOR SENIOR CITIZENS

Submitted by
Shivani Vij
Juveria Shaikh
Knitwear Design
National Institute of Fashion Technology, Hyderabad

Aim
Experimentative analysis and innovation of different silhouettes that are approachable by senior
demographic with physically challenged motor skills in Indian fashion.

Objective
With this exploratory research , it is intended to understand the difficulties one may face while
dealing with day to day instances in Indian ethnic fashion while being physically challenged ;
devise drapes and silhouettes according to their adaptability and test the practicality and
feasibility of the same.

Abstract
We have seen many changes in the market especially in fashion since the pandemic hit . What
remains constant is a wide gap within the section with inevitable rise plus niche set of demands
, and the supply that today’s brands are providing . With an emerging entrepreneurial spirit ,
many Indian designers did give an attempt to it but the gap still remains unfeasible to cover.
Moreover with increased sensation of isolation, came a yearning to explore and boost ourself.
Every average person achieves this with clothing. However with oversaturated production of
conventional garment manufacturing , the senior citizens i.e. age group from 50-80+ years are
left with less options of utility and even lesser options for aesthetic accessibility.This study
attempts to explore the idea of what our indian ethnic fashion can offer in physical challenges
faced by them on day to day basis and make it a functional as well as an appealing experience
with an interactive interrogation and illustrative exploration of different possibilities for them.
It attempts to shine light on the significance of inclusive and adaptive clothing and modification
of construction alongwith design approach leading to better consumer satisfaction. Hence,
establishing a fulfilling experience within the saturated fashion commerce.

Key words: adaptive clothing, Indian ethnic fashion, senior citizen,physically challenged.
Introduction

In 2018, a survey done by NSO revealed that roughly 2.2% of Indian residents are differently
abled that leads to more than a crore of citizens deprived from day to day physical privileges ,
more so in the fashion arena . In desperate rescue , they have to adapt to the conventional
fashion instead of adapting to the people who need it or they may consider customisation as the
best bet they could get. Even after the high demand , supply falls short simply due to restriction
to a specific category. This research is an experimentative effort to supply them with solutions
especially in the case of ethnic Indian wear to provide a chance for successful body neutrality
and cherishing festivities along with it. The scope of this effort is limited to upper body mobility of
the wearer and will be designed with respect to self dressing instead of caregiver to instill the
confidence they deserve during the celebrations. Also the apparel options going into the trials
would be chosen according to the statistical majority of choice to keep the outcome useful for a
larger part of the same demographic.

Review Of Literature

● Anne Merete Kissow(Sept 2003) personal experiences for participating in physical

activity may impact participation in other contexts of everyday life for people with
physical disabilities. Six themes were identified: learning social rules; being disabled in
an able-bodied society; perception of identity; being part of a community, empowerment,
maintenance and independence; theoretical framework for discussion is critical
psychology and social learning theory. Physical activity seems to exert some impact on
disability management, and athletic identity seems to be more empowered than disability
identity. Disabled athletes seem to feel part of a special valued community.
Reference:Anne Merete Kissow ,Sept 2003. Participation in physical activity and the
everyday life of people with physical disabilities: a review of the literature: Scandinavian
Journal of Disability Research: Vol 17, No 2 (tandfonline.com).

● Tavawala Bilkis (December 1982) conducted a research that revealed considerable work
has been done in the United Kingdom and United states in the field of clothing for
handicap people in comparison clothes for handicap people across sex, age group and
disability nothing was done in India for similar concern. All efforts have been made in
India to meet the needs of physically challenged people through well appliances,
however the importance of comfortable , convenient and self help clothing has been a
neglected area. The investigator observed that several times hanicaped children were
dressed in garments worn by normal children without consideration of their specific and
special needs. Possibilities for improving the clothes of disabled for comfort,
independence and appearance were considered. So suggesting designs of garments for
children to meet psychological and physical needs were suggested.
References: Tavawala Bilkis, December 1982. http://hdl.handle.net/10603/60175

● Prof. Amitava Chakraborty (Jn 2017) has conducted research on the social problems of
the physically handicapped in west bengal with the special preferences to the blind. The
 problem of handicapped people assumed a dimension not experienced before. Now
handicapped people are not socially rejected now, on the contrary they are considered
as useful members of society. Efforts are therefore made to identify the social,
economical, political and cultural fabrics of life. In the following study the problems of
Indian orthopaedics , deaf and blind are highlighted upon. The objective was identifying
different causes , problems that are faced by handicap, deaf and blind people especially
from West Bengal. The methodology followed was collection of primary data from
different sectors through which causes of being handicap was found out.
Prof. Amitava Chakraborty,Jun 2017. http://hdl.handle.net/10603/159055

● S.Karthikeyan (March 1997) conducted a research on A Psychological Study Of

Orthopaedically Handicapped In Comparison With Normal People. Work is necessary for
every human being , not only for money but also for economic independence , self
dignity and self esteem leading to an abiding joy for life. In this research the
psychological needs cognitive abilities, personality problems and motivational
characteristics of handicapped people in comparison to normal people.This study will
help rehabilitation professionals to understand the psychological needs of the
orthopaedically handicapped people.

Background

Why are the targeted consumers for this study 50-80 years old ?

When it comes to deciding the flow of the market , most marketers and entrepreneurs choose
youngsters in the age of 20-34 as they are the working force as well as the driving force of the
market especially in India where they make the major chunk of consumers. Hence the most
ignored age group : 50-80+ year olds remain deprived of any fashionable options and are
served with only utilitarian products.
Young minds are unpredictable with their choice of trends and forecasts and heavily depend on
the changes they experience in their social fabric. Whereas for senior citizens, savings and
retirement funds are a chance for them to explore the market like never before hence
minimizing the fickle nature of product growth for this sector and longest fashion cycle which is
adapted to the utility as well as median style senses.
As the uncertainty of whimsical fads is out of the picture with these consumers, the products
turn out to be way more sustainable and long serving than young markets.
In 2016, the ministry of statistics revealed a rise of 35% in the population of senior citizens
which have shot up to double of the figure by now and the curated data did not put a cap on the
monetizable activity. Hence in urban population, this percentage enjoys the most post retirement
benefits. With increased inclination towards holistic life , statistics also show that they are
motivated to enjoy life , evident by data collected from cinemas and secondary metrics.

Why is there negligible effort towards it in the current market ?

One of the reasons being that newer generations hopping onto new trends make it easier for
manufacturers to capitalise on the cycle of compulsive shopping habits instead of providing
efficient solutions to day to day problems with classic pieces.

As kept in focus, they may have movement and coordination issues due to the age factor and
hence demand more functioning than standard forecasts.
Another reason being that they have a limited range of taste which in turn leaves with largely
conservative choices .

What is Adaptive clothing ?

Adaptive clothing is a category of apparel constructed specifically for people who are
Unable to navigate closures and seams within conventional apparel to dress themselves.
It often offers closures at the back to make it easier for the caregivers of said consumers .
A myth around this category is that severe physical dynamics issues or added assistance needs
to be encountered for their usage which is entirely false. While severity restricts the options on
the table for bed ridden consumers , the market is still open for anyone who finds it comforting
and convenient .

For example: using velcro and magnet strips in place of buttons and zippers.

Here is a list of diseases that require different areas of sensitivities for different muscle
coordinations as an example :

source:https://en.wikipedia.org/wiki/Adaptive_clothing
Brands that currently are working in Indian adaptive clothing market

Suvastra by Shalini Visakan

It is the first Indian store which practices inclusivity in its truest sense. It's a first of its kind which
caters to people with and without disabilities to provide holistic shopping experiences . She
designed special long crotches for adult diapers and bigger loops for zippers.

A gown by Suvastra Designs that slips on sideways and is fastened with a knot at the shoulder.
Source : hindustantimes.com

Move Ability by Joe Ikareth

MAC provides accessories and clothing for differently abled people to boost their self image by
providing accessible closures and asymmetrical cuts to move attention away from body
disproportions and showing their insecurity as a part of their beauty. The designer, Ikareth has
worked with Kerala fabric to collaborate with dancers and contemporize the outfits.

Zyenka by Soumita Basu

Soumita started this brand to accommodate physical challenges but soon realised that the Indian
market moves with a heterogeneous idea of clothing when in reality with better awareness,
consumers need more flexible clothing to look forward to the constant changes that they experience.

Scope of the study

As illustrated by the statistics in background study, there is a 35% growth in the count of senior
citizens which means it increased from 77 million in 2001 to 104 million in 2011. According to a UN
population fund report, it would reach upto 20% of the entire population by 2050.
Also while the young working demographic is increasing by 2% year- on year, seniors are coming
into the category by a rise of 4% year on year. Considering the rate of growth and recent surge in
individual holistic approach towards how people want to spend their lives, new seniors are willing to
spend on themselves instead of considering their financial assets as an inheritance for their
offsprings . This opens a lot more opportunities for a market which is yet to be tapped properly and
which needs a specific supply for their niche demands. Whatever be the profession or lifestyle of any
individual , one thing that remains a constantly alluring apparel is our ethnic garments. Hence
contemporising and modifying the same according to what these new-old customers need would
create a huge impact both financially and socially.

Research Methodology
The methodology for this research will be following an exploratory process where we will be
attempting to devise adaptive clothing for Indian ethnic fashion while targeting participants from
Srimatha Old Age NGO in Hyderabad, Telangana .

The process would entail two major steps:

Procedure:
● Qualitative inputs from subjective interviews with a sample size of participants being 15 .
● Illustrative sketches for possible permutations with the data collected through interviews.
Result :
● a final ensemble for men and women each .

Questionnaire
Following is the subjective questionnaire formulated for an interaction with the participants in order to
understand the qualitative requirements for this study:

1. Name:
2. Age:
3. Sex:
4. Height:
5. Basic Measurement: -
a. chest/bust
b. Waist
c. Hips
6. Any physically challenging medical condition :
7. Day to day occurrences of discomfort/pain and body part contributing to it :
8. Activities hindered by discomfort/pain:
9. Outfit of choice:
10. Reason for liking the chosen outfits:
11. Alterations and modifications required (if any):
12. Things they like about conventional apparel :
13. Things they don’t like about conventional fashion apparel:
14. Dream outfit for a special occasion:
15. Reasons if they think it isn’t accessible to them (if any):
16. What makeshifts do they attempt to modify garment to their accessibility :
17. Are they aware of adaptive clothing?
18. If they know adaptive clothing is made to make dressing easier for those who deal with
physical pain and immobility , would they buy it ?
19. If yes, why ? If no, why not ?
20. What price would they pay for said clothing line?
21. Do they use any brands which cater in the same category?
22. Any added commentary on the same .
References :
https://www.localsamosa.com/2021/12/03/5-homegrown-brands-that-offer-adaptive-clothing-for-
seniors-and-the-disabled/
https://www.missmalini.com/2021/02/15/7-adaptive-brands-that-are-revolutionising-fashion/
https://apparelresources.com/business-news/manufacturing/adaptive-clothing-less-talked-sectio
n-textile-industry-india/
https://homegrown.co.in/article/804117/putting-the-able-in-fashionable-adaptive-fashion-in-india-
and-homegrown-brands
https://www.thehindu.com/life-and-style/fashion/fashion-design-students-create-for-seniors-citize
ns-with-health-and-lifestyle-problems-like-arthritis/article26989552.ece
https://www.financialexpress.com/lifestyle/the-senior-zone-how-the-elderly-market-in-india-is-luc
rative/1615866/