Accessible Fashion: Retailers Accommodate the Underserved
Adaptive clothing line unveiled by Kohl's and Nine West
The adaptive clothing market, providing solutions for people with disabilities, the elderly, and recovery patients, is growing due to rising consumer demand for comfort and ease in dressing. However, companies like Kohl's and QVC face hurdles in embracing this niche market.
Recently, Kohl's collaborated with Nine West to introduce an adaptive apparel line offering business casual attire, including blazers, blouses, pants, and dresses with innovative features like magnetic shirt cuffs and stretch waist seams. This collection, available online via Kohl's, showcases their commitment to inclusivity.
During New York Fashion Week, Kohl's showcased its adaptive offerings at the Runway of Dreams Foundation show. Models with diverse disabilities and backgrounds wore the adaptive clothing and footwear, demonstrating the line's accessibility and style.
Looking ahead, Kohl's aims to further extend adaptive products across its Sonoma Goods for Life and TekGear private label brands for both men and women.
Other retailers, such as QVC, have joined the movement. Last month, they introduced an adaptive clothing collection under their Denim & Co. private label, available in sizes XXS to 3X, designed for people with disabilities, post-surgery patients, caregivers, the elderly, and wheelchair users.
Despite growth in the adaptive clothing sector, surveys show that the industry still struggles to meet consumer needs. Nearly half of respondents with disabilities or caring for someone with a disability report difficulty finding clothing that suits their requirements. Pricing, sizing, and fit issues are the top challenges when purchasing adaptive apparel, according to a Coresight Research survey.
Kohl's, acknowledging the challenges, maintains that their adaptive assortment was created to make everyday dressing easier. Nick Jones, Kohl's chief merchandising and digital officer, emphasized that the adaptive line seamlessly blends style with functional modifications for comfort and independent dressing.
In addition to Kohl's, numerous other brands are investing in accessible fashion, addressing the unmet needs of an underserved market segment. By embracing adaptive clothing, these retailers can capitalize on the market's growth potential, engendering inclusivity and catering to consumers seeking easy, comfortable clothing solutions.
Enrichment Data:
Overview:
Adaptive clothing brands promise convenience and ease for individuals with diverse needs. Companies like Silvert and Tommy Hilfiger offer solutions, such as open-back tops with magnetic closures and adaptive clothing lines with accessible fastenings, respectively.
Challenges:
- Technical Challenges: Balancing style and functionality while designing adaptive clothing can pose difficulties.
- Cost and Pricing: The specialized materials and manufacturing processes required for adaptive clothing can increase production costs, necessitating careful price management.
- Market Awareness: Raising awareness of adaptive clothing options among consumers is vital to expand market reach.
Opportunities:
- Strategic Partnerships: Partnering with brands specialized in adaptive clothing can broaden product lines and cater to a diverse range of consumers.
- Technology Integration: Implementing technologies like AI-powered measurement tools and virtual try-on options can enhance consumer satisfaction in the adaptive clothing sector.
- Inclusive Marketing: Marketing campaigns showcasing the inclusivity and value of adaptive clothing can attract new customers and build brand loyalty.
By addressing these challenges and opportunities, retailers like Kohl's and QVC can carve a niche for themselves in the adaptive clothing market, benefiting from its potential growth while meeting the demands of an underserved population.
- The fashion industry is witnessing a shift towards adaptive clothing, catering to people with disabilities, the elderly, and recovery patients, due to rising consumer demand.
- Kohl's recently collaborated with Nine West to introduce an adaptive apparel line that offers business casual attire with innovative features like magnetic shirt cuffs and stretch waist seams.
- During New York Fashion Week, Kohl's displayed its adaptive offerings alongside models with diverse disabilities, demonstrating the line's accessibility and style.
- Kohl's aims to extend adaptive products across its Sonoma Goods for Life and TekGear private label brands, catering to both men and women.
- Other retailers like QVC have joined the adaptive clothing movement, introducing a collection designed for people with disabilities, caregivers, the elderly, and wheelchair users.
- Surveys reveal that the adaptive clothing industry still struggles to meet consumer needs, as nearly half of respondents report difficulty finding clothing that suits their requirements.
- AI-powered measurement tools and virtual try-on options can enhance consumer satisfaction in the adaptive clothing sector, while strategic partnerships with adaptive clothing brands can broaden product lines.
- Inclusive marketing campaigns can attract new customers and build brand loyalty in the adaptive clothing sector, capitalizing on its growth potential.
- Companies that embrace adaptive clothing can carve a niche for themselves in the market, benefiting from its potential growth while meeting the demands of an underserved population, like Kohl's and QVC.
