Reimagining Retail: How Braille and Clothing Education Shape the Fashion Experience of the Visually Impaired Consumers

Visually impaired consumers often face significant barriers when shopping independently in retail environments due to limited access to product information. Framed within the Social Model of Disability, this study views the challenges faced by visually impaired consumers in apparel shopping as arising from environmental and informational barriers, demonstrating that targeted tools and inclusive design can enhance independence and retail participation. This study investigates the impact of clothing education and the Braille Communication Tool (BCT) on visually impaired consumers’ knowledge and behaviour during clothes shopping experiences, focusing on usability, effectiveness, and challenges in assimilated retail settings. A qualitative approach was employed, incorporating focus groups (n = 30), semi‑structured interviews (n = 60), and direct observation in a mock retail setting. Participants from Pretoria, Durban, and Upington received training on the BCT before engaging in a simulated shopping experience. Findings revealed that 40% of participants valued the tool’s time efficiency, another 40% praised its ability to promote empowerment and independence, while 20% highlighted its contribution to social value and quality of life. Participants reported improved confidence in selecting garments independently, particularly in relation to size, price, and care instructions. However, issues such as unclear label placement, limited garment descriptors, and the need for firmer label surfaces were identified as usability constraints. The study recommends standardising tactile symbols, integrating audio descriptions, and providing ongoing user education to improve usability and inclusivity. Overall, the BCT shows strong potential as an assistive solution for enhancing retail accessibility, but its success depends on addressing structural and communication barriers through inclusive design and retail staff training.