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Zalando, a leading European online platform for fashion and lifestyle, has come up with its first adaptive fashion collection consisting of more than 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 across nine markets, including Austria, Belgium, Denmark, France, Germany, Italy, Netherlands, Poland and Switzerland.
According to the WHO, about one in five Europeans live with some form of a disability.
With the launch of adaptive fashion, Zalando says it wants to take a first step and address disabled persons living with impairments of different kinds such as limited mobility and limited dexterity, as well as sensory sensitivity.
Styles in the first collections include seated designs for wheelchair use, sensory-friendly fabrications, pieces with easy closures and styles that accommodate prosthetics or bandages.
The foray of Zalando into adaptive market has come after qualitative and quantitative customer research across several markets that helped the brand better understand the experience and needs of disabled customers.
Sara Diez, VP Category Women and Private Labels at Zalando, said, “Our vision is to be the Starting Point for Fashion that is welcoming to everyone. 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. We want to learn from the disabled community and inspire our partners, so that together we can continue building a delightful experience for our disabled customers and making fashion even more inclusive.”
Throughout the creation and design of the Private Labels collection, Zalando has been working with the creative agency All is for All, which specialises in helping brands be truly inclusive and accessible for disabled people.
Grace Stratton, Director at All is for All, mentioned, “Beyond its functional impacts, disability is a community, a shared lived experience, something to be understood, appreciated more deeply by non-disabled people and embraced. We supported Zalando as partners through this entire journey and in designing the positioning and messaging of this campaign. We are so proud of the way it portrays disabled people and are grateful for Zalando’s authentic partnership with us.”
To help disabled people discover, browse and shop Zalando’s adaptive fashion assortment, Zalando has also launched an adaptive fashion hub, dedicated adaptive collection pages and a flag for identifying adaptive styles.
Also here, Zalando was supported and consulted by All is for All throughout the process of developing the customer experience and marketing activation.
In order to raise awareness about adaptive fashion, Zalando launches a dedicated marketing campaign ‘Embrace what makes you, you’ representing voices from the disabled community and featuring content created by disabled talent.
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