понедельник, 17 сентября 2012 г.

Savvy catalogs tailor easy-to-wear styles for disabled, elderly - Chicago Sun-Times

Not all fashion purchases are dictated by budget and style. Thespecial clothing needs of the arthritic, handicapped and elderlyrequire far more forethought.

According to the Wall Street Journal, 43 million Americans - 20percent of the total U.S. population - are disabled in some manner.Additionally, 17 million women suffer from rheumatoid orosteoarthritis, according to the Arthritis Foundation.

A handful of savvy businesses are at last tapping into the needsof these individuals by offering more than just loose-fittinghospital gowns. Most of these specialized retailers andmanufacturers operate on a mail-order basis to accommodate physicallychallenged individuals who may be less inclined to leave home toshop.

Sears, Roebuck and Co. offers Health Care Focus, an 80-pagecatalog incorporating designs for people with special needs.Wardrobe Wagon, a New Jersey-based health care apparel firm,manufactures a line called Easy-On, Easy-Off clothing and shoes formen and women with inhibited mobility. The catalog's merchandiseranges in price from $12 to $75.

J. C. Penney's Easy Dressing Fashions, available through aspecial catalog, feature specially designed women's one- andtwo-piece dresses, trouser ensembles and activewear. The collection,in its second season, is particularly strong in its career andspecial occasion dressing selection. Its success has far exceededsales expectations, says Chris O'Connell, manager of the specialmarket catalogs for J. C. Penney Co. Inc.

'Our line fills a marketing niche, it's meeting a real need bybringing fashion into a (specialized) apparel area,' says O'Connell.Stylish details such as emblems, jewel-quality buttons, lace insets,bows, appliques and crests add extra interest to otherwise strictlyfunctional clothes.

Fashion aside, the clothing is constructed specifically withease of mobility in mind. 'Easy Dressing' styles feature roomierarmholes for easy access and sturdy fabric pull loops inside thewaistbands of skirts and pants. There are no hard-to-reach backzippers or buttons. Partial or full elastic waistbands are the norm,as are easy-to-close Velcro fasteners.

One of the most lively resources for physically challengedfashion plates is Everest & Jennings Avenues. This catalog,published by a Camarillo, Calif.-based mail order manufacturer,offers a wide variety of sportswear, lingerie, career apparel andspecial occasion attire for men and women. These attention-gettingclothes feature bold patterns in lively colors. There are cheetahprinted tops, and even T-shirts with wheelchair humor featuringillustrations by quadriplegic artist John Callahan of the New Yorkerand National Lampoon fame. Accessories featured here are asutilitarian as they are attractive. Cycling gloves with leatherinsets come in six colors. Eye-catching Guatemalan-design belt bagsare a variation on the fanny pack.

The beauty of these items is more than surface. Pants are designed for optimum beauty when worn while seated and featureback pleats. Jackets are cut shorter so they won't interfere withwheelchair hardware and movement. The designers were careful not tosacrifice style for function, says Charlie Peitz, an independentdesign consultant involved in the creation of Avenues apparel.

'We went back to the drawing board many times, because (ourcustomers) wanted their clothing to look like everyone else's,' hesaid.

Among the functional details rejected by customers: convenient but obvious big-ring zipper pulls. The designersrevamped them, making them detachable and small enough to fit insidea pocket.

Many of these catalogs offer truly hard-to-find items.Protective undergarments specially designed for incontinent men andwomen are available through Wardrobe Wagon's 'Easy-On, Easy-Off'catalog, as are shoes with Velcro closures made of washable vinyl.Sears' special catalog features therapeutic hosiery to improve thecirculation of sedentary people. Sears also offers garments designedspecifically for caregivers. These machine-washable, uniform-styleoutfits are made in a non-clinging silhouette for ease of movement.The dressy and casual sportswear featured here ranges in price from$16.99 for a snap-closure skirt to $24.99 for a plaid dress.

Although major retailers boast success in outfitting thespecial-needs market, not all entrepreneurs have managed to make asuccessful go of it. Actress Dawn Wells of 'Gilligan's Island' fameis restructuring her Wishing Well Collection of garments for thehandicapped and institutionalized. According to a representative,the demand exceeded the supply, a problem that larger manufacturersare better equipped to handle.

By contrast, Everest & Jennings Avenues is currently moving toexpand its warehouse space. There is a six-to-eight-week waitinglist for catalogs.

For copies of the catalogs listed here contact: Everest &Jennings Avenues (800) 848-2837; Health Care Focus (Sears, Roebuck)(800) 326-1750; Wardrobe Wagon (800) WW CARES; Easy Dressing Fashions(J. C. Penney) (800) 222-6161.

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