Social and Psychological Aspects

Adaptive fashion on social media: A content analysis of posts and comments on the Zappos Adaptive Facebook page

Authors
  • Sara Jablon-Roberts (Johnson & Wales University)
  • Arienne McCracken

Abstract

In 2017, the e-commerce retailer Zappos began to sell adaptive footwear, apparel, and accessories. Adaptive products are designed for people with disabilities (PWD) who may otherwise find dressing difficult. A Facebook page for the Zappos Adaptive category was launched in 2019. For this study, all posts (n=222) and comments (n=6,572) on this page over a one-year period were analyzed for content to understand the characteristics of these posts and how they were received. Overall, the greater availability and visibility of adaptive products for PWD was highly valued by users. Aesthetics and detailed product descriptions related to functionality were very important to commenters. The greatest engagement was with posts featuring images of females of color who had clearly visible disabilities. Zappos Adaptive representatives were themselves very active, providing 25% of all comments. Suggestions are offered for other firms to effectively market to and engage with the adaptive market on social media. 

Keywords: universal design, accessibility, people with disabilities, footwear

How to Cite:

Jablon-Roberts, S. & McCracken, A., (2024) “Adaptive fashion on social media: A content analysis of posts and comments on the Zappos Adaptive Facebook page”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17274

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Published on
22 Jan 2024
Peer Reviewed