Analysing the Characteristics of Genderless Clothing: A Qualitative Approach with MaxQDA Software

Gender-fluid fashion is gaining traction amid changing consumer approaches to gender identity and expression. For most fashion brands and retailers, blurring the links concerning menswear and womenswear will require rethinking their industry system by shifting the product design, marketing, and in-store and digital shopping experiences. The shift is evident in high-fashion runways and everyday shopping, with online searches for “genderless” and “gender-neutral” fashion increasing yearly (Amed and Berg 2022). In our study, we adopted a qualitative methodology to delve into the characteristics of genderless clothing collections. This approach involved collecting images, which were meticulously analysed using the advanced MaxQDA software. The software's capabilities allowed for a comprehensive analysis of images from various brands and designers, thereby providing a nuanced understanding of genderless clothing. Our data collection and processing involved a comprehensive qualitative image analysis methodology. We selected seven brands/designers known for their unisex or genderless collections, from which we collected 117 images. These images were then meticulously and rigorously analysed using the MaxQDA software. The investigation presents pertinent theoretical contributions to the evolution of knowledge of today's genderless clothing and offers powerful practical insights. These insights are relevant to academia and hold significant value for brands and designers in the textile and clothing industry, providing a deeper understanding of genderless clothing and its direct implications for their work.