Influential factors that contribute to consumers’ choice of children’s underwear in an effort to alleviate sensory overreactivity

Abstract

Numerous children exhibit heightened sensitivity to sensory stimuli, leading to the possibility of them experiencing sensory overreactivity (also known as hypersensitivity) in response to such stimuli (Ilić-Savić, Petrović-Lazić & Resimić, 2021). While this is frequently associated with children with special needs, it's also prevalent among typically developing children. In situations where a child encounters sensory discomfort or agitation, the nervous system can react with either a "fight" response, evident through actions like tantrums, or a "flight" response, characterized by withdrawal. Clothing, that remains in close contact with the body, consistently delivers sensory input (Shin & Gaines, 2018). Underwear is often referred to as the "second skin," given its role as the initial clothing layer. Underwear contains elements such as seams and labels, which can be particularly distressing for children sensitive to touch (Roy, Ghosh & Bhatt, 2018). If the individual wearing them struggles to redirect their focus from the discomforting sensation, they may react excessively. This heightened response significantly impacts their occupational performance in education, social participation, and activities of daily living (Kabel, McBee-Black & Dimka, 2016). South Africa is not yet equipped to satisfy the unique and diverse needs of these children, comfortable and sensory-friendly clothing, being one of those (Pillay, Duncan & de Vries, 2021). Currently, parents and caregivers of children with sensory overreactivity might be struggling to find sensory-friendly underpants in the local market. South African retailers might not consider these special needs when designing and/or procuring their underpants collections or do not see the endeavour worthwhile. This interdisciplinary study aimed to get a better idea of the elements that influence underpants shopping for children with sensory overreactivity to provide practical guidelines to parents of children with sensory overreactivity when purchasing underpants. The study consisted of two phases. The first phase was an artefact analysis of a selection of girl and boy underpants from leading clothing retailers operating in South Africa. This phase involved an assessment of products, entailing a comparison of various attributes such as fibre composition, elastics, seams, and labelling. A total of thirty-six diverse samples were subjected to evaluation. The subsequent, main phase of the study followed a phenomenological investigative approach and comprised eleven individual interviews. The unit of analysis was parents of children aged between 4 and 13, who exhibited sensory overreactivity. Both phases are classified as qualitative research (Nieuwenhuis, 2019:102, 108). The findings unveiled fabric types, elastic materials, seam styles, and labelling that are susceptible to irritation, as well as those that offer more sensory-friendly alternatives. Intriguingly, elements chosen for decorative purposes in girls' underwear often ended up being highly discomforting. It was evident that parents struggle with buying underwear for their children, and factors like the ability to try on the underwear and return policies significantly influence the perceived risk for parents. It was apparent that sensory-friendly choices are lacking among the offerings of brick-and-mortar clothing retailers in South Africa. This study provides practical guidelines to assist parents during their underwear shopping endeavours. Such guidelines have the potential to alleviate the perceived risk associated with underwear purchases, empowering parents to make more well-informed decisions (Mpinganjira, 2013:234). Moreover, the study makes a noteworthy contribution to the retail sector by potentially aiding in designing and sourcing underpants for children with sensory overreactivity. This contribution could enable retailers to establish a competitive edge by providing a product with enhanced value to consumers in comparison to their competitors. The findings of this study address an important theoretical gap in the existing literature and create a basis for further research.