26 Mar 2024
High street fashion retailer, Primark, came to us for insight into disabled people’s attitudes to, and experiences of, adaptive clothing.
They wanted to understand the importance of adaptive clothing to disabled people, and any barriers to them being able to buy it.
We conducted a survey of more than 800 members of our consumer panel. Our research found that 62% of disabled shoppers have difficulty finding clothes that they feel happy and comfortable in, because of their disability or health condition.
Primark launched their first adaptive lingerie collection in January 2024, which had been two years in the making. Our research supported the launch and Primark stated that:
“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.”
Charlie Magadah-Williams, Head of Diversity & Inclusion at Primark
The research also showed that shopping in store is often a difficult and challenging experience for disabled people - with 55% saying that they regularly avoid shopping in store as it is a difficult or challenging experience for them with their disability, highlighting the need for change right across the industry.
Alongside the new adaptive lingerie collection, Primark committed to review its stores and operations to look at ways it can provide a better service and more welcoming experience for disabled customers and colleagues.
Building on the work it has done to date, which includes working with disabled talent throughout their campaigns and offering dedicated accessible till points and fitting rooms for people with disabilities, Primark is committed to driving change across its store footprint.
Above photo credit: Primark
