October 31, 2019
Published on USChamber.com
Offering products and services for disabled consumers can be a challenging undertaking, but more and more companies have launched initiatives along those lines.
Minneapolis-based Target Corp., for example, has embraced the opportunity to offer clothing specially designed for children with disabilities. The company has expanded its Cat & Jack line of children’s apparel to include items designed for children with high degrees of sensitivity, such as those with autism, and adaptive clothing for disabled kids.
This year the company has further expanded those offerings with a line of adaptive Halloween costumes designed for children with a range of physical disabilities.
“Every child deserves to bask in the fun of a special moment,” said Julie Guggemos, senior vice president, owned brand management and product design for Target, in a statement.
The Hyde & EEK! Boutique costumes include features such as hidden access panels for catheters, for example, and openings in the back for wheelchair access. Some also include costume elements that incorporate wheelchairs into the costume itself, including a pirate ship and a princess carriage.
Stephanie Alves, founder and chief branding officer, ABL Denim, which makes blue jeans for people with disabilities, applauds Target’s efforts, even though they compete to a degree with her own business.
“I’m very happy that more companies have recognized the need for this,” she said. “It’s part of a ‘high tide raises all boats’ attitude that I have.”
ABL Denim had previously offered its adaptive blue jeans through Walmart, but had to stop because the company was unable to turn a profit. In fact, ABL, which now sells through the Zappos Adaptive online store, continues to struggle to reach profitability. It has been difficult to drive the scale needed to place mass orders with overseas factories, Alves explained.
Alves, who had an extensive background in the apparel industry before she launched ABL, said she saw an opportunity to make a difference in the lives of people with disabilities after her stepsister suffered paralysis following back surgery. Her brother also had developmental disabilities, which gave Alves a firsthand view of the challenges these consumers can face attempting everyday tasks such as dressing and undressing.
Data shows that the market for adaptive clothing is growing rapidly. Coresight Research estimated that the U.S. adaptive clothing market would reach $44.5 billion in 2018 and grow to $51.8 billion by 2022. Globally, the market is projected to grow nearly 20% to $325.8 billion in 2022.
That growth reflects a larger trend of businesses waking up to the needs of the disability community. From retail and consumer brands to the media, finance and auto sectors, companies are increasingly making products and services more accessible and functional for the 26% of the adult U.S. population, for one, living with a disability.
Offering products and services for disabled consumers can be a challenging undertaking, but more and more companies have launched initiatives along those lines.
Minneapolis-based Target Corp., for example, has embraced the opportunity to offer clothing specially designed for children with disabilities. The company has expanded its Cat & Jack line of children’s apparel to include items designed for children with high degrees of sensitivity, such as those with autism, and adaptive clothing for disabled kids.
This year the company has further expanded those offerings with a line of adaptive Halloween costumes designed for children with a range of physical disabilities.
“Every child deserves to bask in the fun of a special moment,” said Julie Guggemos, senior vice president, owned brand management and product design for Target, in a statement.
The Hyde & EEK! Boutique costumes include features such as hidden access panels for catheters, for example, and openings in the back for wheelchair access. Some also include costume elements that incorporate wheelchairs into the costume itself, including a pirate ship and a princess carriage.
Stephanie Alves, founder and chief branding officer, ABL Denim, which makes blue jeans for people with disabilities, applauds Target’s efforts, even though they compete to a degree with her own business.
“I’m very happy that more companies have recognized the need for this,” she said. “It’s part of a ‘high tide raises all boats’ attitude that I have.”
ABL Denim had previously offered its adaptive blue jeans through Walmart, but had to stop because the company was unable to turn a profit. In fact, ABL, which now sells through the Zappos Adaptive online store, continues to struggle to reach profitability. It has been difficult to drive the scale needed to place mass orders with overseas factories, Alves explained.
Alves, who had an extensive background in the apparel industry before she launched ABL, said she saw an opportunity to make a difference in the lives of people with disabilities after her stepsister suffered paralysis following back surgery. Her brother also had developmental disabilities, which gave Alves a firsthand view of the challenges these consumers can face attempting everyday tasks such as dressing and undressing.
Data shows that the market for adaptive clothing is growing rapidly. Coresight Research estimated that the U.S. adaptive clothing market would reach $44.5 billion in 2018 and grow to $51.8 billion by 2022. Globally, the market is projected to grow nearly 20% to $325.8 billion in 2022.
That growth reflects a larger trend of businesses waking up to the needs of the disability community. From retail and consumer brands to the media, finance and auto sectors, companies are increasingly making products and services more accessible and functional for the 26% of the adult U.S. population, for one, living with a disability.
Source: https://www.uschamber.com/co/good-company/launch-pad/businesses-serving-disabilities
Summary: This article explains the story of a company that develops clothing for the disabled community. It is interesting that the clothing is designed for specific needs with many different options. The designers did not try a one size fits all approach because every person is different. The article explains that the business is doing well and that there is a larger trend of awakening the needs of the disabled. I wonder how my project could be similar in its specificity and answer to a need people might not know they have.
