Alongside the four-piece lingerie launch, Primark said it aims to drive change across its business and stores to better serve disabled colleagues and customers.
Primark explained new findings from the Research Institute for Disabled Consumers suggest three in five (62%) of disabled shoppers in the UK find it difficult to find clothes they feel happy and comfortable in because of their disability.
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Despite three in four (77%) of disabled consumers agreeing that adaptive clothing is essential to, or significantly improves, their quality of life, just a quarter (25%) currently wear it. Affordability and accessibility are significant barriers with 36% finding adaptive clothing very expensive.
A quarter of disabled shoppers said they opt to buy non-adaptive clothing and alter it for their needs themselves. However, 59% said they would be more likely to buy such clothing if it were offered by mainstream retailers.
In December, a study suggested the US adaptive clothing market had significant growth potential, as fashion retailers could make it more affordable by using the duty-free tariffs available.
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Primark’s new adaptive lingerie range includes a seam-free bra, with a magnetic closure at the front; a lace bralette with magnetic closures at the front; a black brief made using recycled nylon with magnetic closures at each side; and a black period brief made using recycled nylon with magnetic closures at each side.
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By GlobalDataThe four-piece adaptive collection will be available in sizes 2XS to 2XL in 64 UK stores – either in store or via the retailer’s Click and Collect service. The range is priced between £8 ($10.13) and £10.
The adaptive range has been co-designed with technical specialists and is said to be informed by the experiences and views of disabled people. It includes discrete magnetic closures and soft fabrics in feminine designs.
Primark’s head of diversity and inclusion Charlie Magadah commented: “Our first adaptive lingerie collection has been two years in the making but we’ve got big ambitions to go further. This is more than a new range for us – it’s the start of looking at how we are supporting our disabled customers and colleagues and understanding what more we can do to make Primark a more accessible place to work and shop.”
The research also found that shopping in stores can be difficult for disabled people, with 55% regularly avoiding it. Primark said it will review its stores and operations and it is considering ways to provide a better service for its disabled customers and colleagues.
The review will include a detailed survey of store and office environments by leading disability organisation AccessAble. Primark will also work with specialist Dr Shani Dhanda and disability organisations Purple Tuesday and Business Disability Forum to review its policies, processes and channels.
Dhanda commented: “Disabled people are faced with much higher unavoidable living costs, and the choices available when it comes to clothing are often limited and expensive. I regularly experience first-hand the frustration of not finding clothes that fit my body, highlighting the systemic barriers deeply embedded in our society. Brands hold a pivotal role in dismantling these barriers that profoundly impact the daily lives of disabled people. That is why I am delighted to see Primark’s dedication to inclusivity and accessibility. Their comprehensive and holistic approach is poised to address the diverse barriers faced not only by their customers, but also by their colleagues.”
Heidi Williams De Rincon, head of lingerie buying at Primark added: “We know there is much more we can do, but we hope this small collection will make it a little bit easier for people to access more affordable adaptive underwear on their local high street.”
Last year a GlobalData report on global trends in the niche clothing sector suggested that while segments like plus size and petite have been sold by brands for many years, adaptive apparel is a much less established market, providing players with huge potential to grow.
