Final Major Project
Sophie Lowther University of the Arts: London College of Fashion BA (HONS) Fashion Visual Merchandising and Branding Year 3 Final Major Project River Island Autism Friendly Shopping Utopia Lawrence Halls FMP DESIGN
This dissertation investigates and describes the concept of how to create a positive shopping experience for someone with Autism Spectrum Disorder (ASD) there are around 700,000 adults and children living in the UK on the Autism Spectrum that equates to 1 in 100 people Autism is much more common than many people tend to think so it is key to build a relationship with this key consumer group. Most people will tell you that you cannot define Autism as each person is an individual, however Autism is a developmental disorder of variable severity that affects brain development. Someone diagnosed with Autism should not be viewed as incomplete and with the appropriate coaching and nurturing that individuals’ talents, that often seem different to other individuals can blossom into special gifts, these gifts and small quirks make up strong parts of their personalities making the individual and the fascinating human phenomenon that is Autism. When asked in a survey if people think the general public does not understand ASD enough 100% agreed this is one of the main reasons for the need for a more inclusive shopping environment and according to 85% of participants shopping can be extremely stressful so this concept aims to reshape these figures and create a positive concept.
The study concludes that by adapting the typical shopping experience you can create a positive shopping experience that achieves solutions for the unique identities, quirks and preferences of an individual with Autism. An Autism friendly shopping experience has been created along with a corresponding app and swatch book that when all combined creates a new and positive shopping experience that shapes into an experience that will help create brand loyalty with the chosen brand, River Island. The concept as a whole will become the next instalment in the inclusive movement of the brand that can be rolled out season after season.