A Design Ethnography Approach to Developing Apparel Design Guidelines for Older Women in China

This study applies a mixed-method design ethnography approach guided by inclusive design practices, to investigate fashion preferences and design requirements for older female consumers in China. Twenty-seven Beijing women aged between 55 and 70 years old participated in a semi-structured interview and wardrobe study to obtain textual and visual ethnographic data. Examining the parameters of dressing preference of these participants revealed a range of influences that informed their clothing choices and fashion perceptions. The study provides insight into the dressing requirements, clothing preferences, and apparel consumption behaviors, of an older Chinese female demographic, from a design-orientated perspective. Revealing this consumer group’s specific needs can inform improved fashion design and apparel product development, enabling the creation of apparel design guidelines to assist fashion designers and companies in validating targeted product development for this demographic.