Companies

Zalando launches first adaptative collections

Oct 27, 2022 Germany

The German e-tailer is entering the adaptative fashion market, hoping to reach a largely untapped public, as "finding fashionable adaptive clothing still represents a challenge for disabled people"

Zalando is launching more than 140 styles across its private labels Zign, Pier One, Anna Field, Yourturn, and Even&Odd, "intentionally designed to be accessible for people living with permanent or temporary impairments". The designs, which will be available in all of Zalando's markets, include men's and women's clothing, as well as footwear, with prices ranging from 12.99 euros to 89.99 euros. This release is part of the company's broader diversity, equity and inclusion commitment to provide an inclusive assortment and experience for underrepresented groups by 2025.

At the same time, Zalando will make Tommy Hilfiger Adaptive collection available across nine of its markets, namely, Austria, Belgium, Denmark, France, Germany, Italy, Netherlands, Poland, and Switzerland. The brand has been credited with consistently investing in adaptative fashion, being, therefore, "an ideal brand to add" to the retailer's offering. It is also Tommy Hilfiger Adaptive's first retailer partnership in Europe, where until now it has only been available direct to consumer.

"We see a gap in the fashion market - finding fashionable adaptive clothing still represents a challenge for disabled people. By launching adaptive collections under our Private Labels and introducing the Tommy Hilfiger Adaptive collection to our customers, we hope to contribute to solving this challenge and offer a varied selection of stylish adaptive fashion across price and size in one place" commented Sara Diez, VP Category Women and Private Labels at Zalando.

This launch followed an "extensive and qualitative customer research across several markets to better understand the experience and needs of disabled customers", the company explained. The creation and design of the styles also resulted from collaborative work with the creative agency All is for All, a specialist in helping brands be inclusive and accessible for disabled people.

In addition, Zalando unveiled a dedicated landing page aimed at helping customers browse and shop its adaptive fashion assortment, accompanied by the marketing campaign "Embrace what makes you, you".

Image Credits: corporate.zalando.com

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