Adjustable children’s clothing: preferences of children and their parents in Sri Lanka

Abstract

Purpose

Adjustable children’s clothing is being acknowledged as the best solution worldwide to reduce the unnecessary squandering of money and accumulation of waste materials in landfills because provision for size adjustment helps to increase the lifespan of a garment. There are no studies on the preferences of both children and their parents for adjustable children's clothing, although they are equally involved as consumers in the children’ clothing market. Thus, this paper aims to explore the preferences of children and their parents about adjustable children’s clothing.

Design/methodology/approach

Five children’s wear fashion outlets in the Colombo District were studied to explore the types of children’s clothing that are available in the Sri Lankan market. A questionnaire survey was conducted with parents who have children between the ages of 8 and 12 years to determine their perceptions on the use of adjustable children’s clothing. Five children living in the Colombo District were also interviewed.

Findings

According to the questionnaire survey results, 53% of the respondents who have children in the age group 8–12 years were unaware of the existence of adjustable children's clothing, whereas 47% had at least some knowledge of them. Interviews with the five children showed that only two children were aware of garments with adjustment features. As it turned out though, four children were indeed wearing them but did not realize those were adjustable garments. It was found that if adjustable children's clothing were freely available in the Sri Lankan market, 79.5% of the respondents would prefer to buy them because they could appreciate the financial and environmental benefits that would result. Clothing made of standard, high quality, durable and comfortable materials were all in demand. In addition, parents expected adjustable children's clothing products to be available at affordable prices.

Originality/value

This study provides important knowledge that can fill the gap in the existing literature on adjustable children’s clothing. The findings will be beneficial for the children’s clothing product designers and developers, as well as academia.

Citation

Seram, N. and Maduwanthi, D.N. (2023), "Adjustable children’s clothing: preferences of children and their parents in Sri Lanka", Young Consumers, Vol. 24 No. 2, pp. 203-218. https://doi.org/10.1108/YC-04-2022-1508