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Merchandising/Marketing/Retailing: Management

Exploring Apparel Websites' Compliance to Digital Accessibility Laws: Product and Navigation Content Faced by People with Visual Impairments

Authors
  • Emma Nicoson orcid logo (University of Missouri)
  • Jung E. Ha-Brookshire (University of Missouri-Columbia)

Abstract

In response to the rise in switching from offline to online shopping, this study sought to obtain an in-depth understanding of apparel website design and digital accessibility for people with visual impairments (PVI). Given the American Disabilities Act (1990) requires businesses to provide effective and nondiscriminatory communication online, this study explored the challenges PVI face accessing informational content about apparel products while shopping online. Culnan's (1985) dimensions of percevied accessibility to information is used as the theoretical framework and adapted for the digital landscape. We conducted observations and interviews with eight female participants in their 20s to 60s. A thematic analysis highlighted the finding of unmet website meta descriptions for product information and navigation, and therefore negatively impact digital accessibility for PVI to shop online for apparel – resulting in apparel websites' possible lack of compliancy with the ADA (1990). The study concludes with implications for apparel retailers and policy makers. 

Keywords: digital accessibility, website compliance, visual impairments, apparel

How to Cite:

Nicoson, E. & Ha-Brookshire, J. E., (2025) “Exploring Apparel Websites' Compliance to Digital Accessibility Laws: Product and Navigation Content Faced by People with Visual Impairments”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18873

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Published on
2025-01-19

Peer Reviewed