Zalando launches ‘adaptive fashion’ collection to support disabled community
Zalando, one of Europe’s leading online fashion and lifestyle platforms, has developed its first adaptive fashion collection consisting of over 140 styles across its private labels: Zign, Pier One, Anna Field, Yourturn and Even&Odd.
In a parallel development, Zalando has added the Tommy Hilfiger Adaptive collection to its offering in nine markets, including Austria, Belgium, Denmark, France, Germany, Italy, the Netherlands, Poland and Switzerland.
According to the WHO, approximately one in five Europeans lives with some form of disability.
With the launch of adaptive fashion, Zalando says it wants to take a first step and address disabled people living with disabilities of different types such as limited mobility and dexterity, as well as sensory sensitivity.
Early collection styles include seated designs for wheelchair use, sensory fabrications, pieces with easy closures, and styles that fit over prostheses or bandages.
Zalando’s foray into the adaptive market came after qualitative and quantitative customer research across multiple markets helped the brand better understand the experience and needs of customers with disabilities.
Sara Diez, VP Category Women and Private Labels at Zalando, said: “Our vision is to be the starting point for welcoming fashion for everyone. We see a gap in the fashion market – finding fashion-appropriate clothing is always a challenge for people with disabilities. By launching adaptive collections under our private labels and introducing the Tommy Hilfiger Adaptive collection to our customers, we hope to help solve this challenge and offer a diverse selection of stylish adaptive fashion across price and size in one place. We want to learn from the disabled community and inspire our partners, so that together we can continue to create an enjoyable experience for our disabled customers and make fashion even more inclusive.
Throughout the creation and design of the Private Labels collection, Zalando worked with creative agency All is for All, which specializes in helping brands to be truly inclusive and accessible to people with disabilities.
Grace Stratton, Director of All is for All, said: “Beyond its functional impacts, disability is a community, a shared lived experience, something to be understood, to be appreciated more deeply by non-disabled people and to be embraced. . We have supported Zalando as partners throughout this journey and in designing the positioning and message of this campaign. We are very proud of the way he represents people with disabilities and are grateful for Zalando’s genuine partnership with us.
To help people with disabilities discover, browse and shop Zalando’s adaptive fashion assortment, Zalando has also launched an adaptive fashion hub, dedicated adaptive collection pages and a flag to identify adaptive styles.
Here too, Zalando was accompanied and advised by All is for All throughout the process of developing the customer experience and marketing activation.
To raise awareness about adaptive fashion, Zalando is launching a dedicated “Embrace what make you, you” marketing campaign representing the voices of the disabled community and featuring content created by disabled talent.