Abstract:
Many people, specifically children, experience
sensory hyperreactivity. This entails an oversensitivity to sensory input, such as tactile
sensitivity. It is prone to coincide with
developmental disorders such as Autism
Spectrum Disorder (ASD) and attentiondeficit/hyperactivity disorder (ADHD). Often,
clothing, especially underwear, as the first
layer next to the skin, irritates and can trigger
fight-or-flight reactions such as tantrums and
meltdowns. This places a lot of pressure on a
parent to select the most appropriate items
when shopping for clothing. The focus of this
study was specifically on the perceived risks
parents associate with purchasing
underpants. The study was qualitative, and
eleven parents of children with sensory
hyperreactivity were individually interviewed.
The parents' difficulties were categorised into
four types of perceived risk: functional, time
and effort, financial, and social risk. This
article presents recommendations for retailers
to enable inclusive retailing and to sensitise
retailers to be more cognisant of vulnerable
consumers.
