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EMAC 2021 Annual Conference


THE CONSUMPTION EXPERIENCE OF TRANSGENDER CONSUMERS IN THE INTIMATE APPAREL RETAIL
(A2021-94231)

Published: May 25, 2021

AUTHORS

Rodolfo Rocha, University of Sao Paulo; Andres Veloso, University of Sao Paulo; Giovanna Rossini, FECAP; Beatriz Collalto, FECAP; Larissa Lopes, FECAP; Giovanna Batista, FECAP; Roberto Falcao, UNIALFA

ABSTRACT

Clothing is one of the most visible forms of consumption, playing a significant role in the social construction of identity. Transgender people struggle for recognition of their gender identity. One key aspect of it occurs when transgender consumers buy clothing that would help them construct their identity. Our research focuses on understanding the intricate experiences of transgender clothing consumers. To gain insight into the vivid experiences of consumption, we focused on the research subjects' daily experiences. We conducted in-depth interviews with 18 transgender consumers, analyzed using content analysis. Buying intimate apparel involves both positive and negative aspects, a striking duality when considering the importance of this type of product to our respondents. There are specific needs of transgender consumers far from being met by most stores. Also, the lack of availability and the high price of specialized products became evident through interviewees' speech.