Zalando launches first adaptive fashion collections #557


European online fashion and lifestyle platform Zalando has launched its first adaptive collection featuring more than 140 styles across its private labels in 25 markets as part of its ongoing commitment to inclusive fashion.

In a statement, Zalando said it wanted to embrace the disabled community with an adaptive fashion collection, offering clothing, footwear and accessories intentionally designed to be accessible for people living with permanent or temporary impairments.

Available in all Zalando markets, the adaptive fashion collection will include women’s and men’s clothing, as well as footwear, across its private labels – Zign, Pier One, Anna Field, Yourturn and Even&Odd. Styles include seated designs for wheelchair use, sensory-friendly fabrications, pieces with easy closures and styles that accommodate prosthetics or bandages.

In addition, Zalando will also be adding Tommy Hilfiger’s Adaptive collection to nine markets, including Austria, Belgium, Denmark, France, Germany, Italy, Netherlands, Poland and Switzerland.

The adaptive offering will be launched with a dedicated landing page and accompanying marketing campaign to help customers discover and shop the collection, added Zalando. With “further improvements in customer experience planned in the next months” to help the disabled community find and shop adaptive fashion more easily.

Zalando commits to inclusive fashion with a new adaptive fashion collection for disabled people

According to the World Health Organisation (WHO), around one in five Europeans live with some form of disability. Zalando said its adaptive fashion collection is the “first step” to address disabled persons living with impairments of different kinds, such as limited mobility and limited dexterity, and sensory sensitivity, as well as addressing caregivers of kids with disabilities.

Zalando added that before launch, it conducted “extensive qualitative and quantitative customer research” across several markets “to better understand the experience and needs of disabled customers”. It also worked with the creative agency All is for All, which specialises in helping brands be truly inclusive and accessible for disabled people.

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