|EASY DOES IT™||Independent Dressing
Approximately 13 years ago, the president of our company was speaking with a retired orthopedic surgeon who related his story of frustration in looking for stylish clothing that would allow his "arthritic fingers" the ability to dress himself without discomfort and pain. He had to retire from his practice, but he wasn't ready to give up being independent. His extensive search turned up nothing but "nightgown" type clothing that would be worn in a nursing home setting. He challenged him to investigate this dilemma and to create easy-access clothing that had style and comfort for people dealing with similar problems.
After extensive research, it became obvious that the Doctor was correct and a very large market was being ignored at the expense of fashion and fads. No one was addressing the special needs of someone who desired comfortable, easy-access clothing that combined the perfect blend of "fashion and function" To his surprise, the over "55" population was growing at the rate of +12.3% per year and would continue to do so for the next 30 years. Along with longevity comes dexterity and arthritic problems or other situations that create difficulty in using buttons, hooks, snaps, and zippers. Parkinson's and recovery from heart disease or stroke also facilitates the need for special clothing.
Numerous focus groups and countless hours of discussions revealed that pregnant women, and people who have a tendency to gain and lose weight frequently, would like the ability to be able to adjust their clothing for comfort without having to buy new sizes in that interval period. Needless to say, he was convinced. Alas! EASY DOES IT™ was born.
EASY DOES IT™ recognizes the active lifestyle of today's women and men and their desire to make dressing a breeze. All of our garments can be worn as co-ordinates and the attitude is relaxed both in style and fit. The simplicity with which you can dress is your secret because decorative buttons will conceal VELCRO® Brand fasteners that close with just a touch and hold securely. Difficult buttons, snaps, hooks and zippers can finally be obsolete.
We are committed to ensuring that EASY DOES IT™ meets the needs of its customers. If you have any questions or comments, you can contact us at firstname.lastname@example.org.