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The purpose of this study is to investigate the reasons some apparel companies are engaging with the emerging adaptive apparel space, while other companies seem to misunderstand this critical and meaningful market. Adaptive products - designed specifically with functional features for people with disabilities - have been gaining popularity with brands such as Tommy Hilfiger, Victoria's Secret, Target, and more hopping on this trend to empower this community through clothing that meets specific needs. The disabled community is the largest minority group in the U.S. at 13%. This adaptive apparel space not only fulfills an underserved market need and attracts new consumers but is also a new avenue for companies to engage with existing consumers through a new inclusive voice. Through three interviews with major brands in the categories of full, limited, and zero engagement in the adaptive apparel market, the research question of why some apparel companies choose to engage in the adaptive market, while others de-prioritize this market will be analyzed.
J. S. Jenks (Thu,) studied this question.