‘I just want a shirt that will fit me!’: An inductive approach to understanding transgender consumers’ shopping experiences

Abstract

Transgender consumers are often unable to express their identity or construct their appearance in the way they desire. Social realities inhibit realness, and it can be difficult or even impossible for them to externally realize their full identity (Gray 2009). The purpose of this research is to understand how transgender consumers’ gender identity influences their shopping experiences. Utilizing a lens of gender performativity theory, the research questions guiding the study include the following: (1) In what ways do transgender and gender non-conforming individuals experience the current retail apparel landscape? (2) How do transgender individuals navigate experience shopping for clothing and grooming products? (3) How does the shopping experience exacerbate or alleviate gender dysphoria? Ethnographic and survey methods were used to gain understanding into the shopping behaviours of these consumers. Additionally, the researchers identified × themes through thematic analysis and several rounds of coding (1) gendered and clothing, (2) positive experiences, (3) the body, fit and sizing and (4) accessibility to clothing and fashion.