Innovation of the Week is a subscriber-only series highlighting retail initiatives that have caught the eye of our team. Every week, we will bring you new ideas and case studies that link to the trends in our Retail Horizon 2024 reports – across consumer, technology, sustainability, and economy, policy and industry.
What is it?
Primark has launched a new adaptive lingerie collection to support those with disabilities. Co-designed with technical specialists and informed by disabled customers, the range features lingerie with discreet magnetic closures, soft fabrics and feminine designs in a wide range of sizes from 2XS to 2XL.
Prices for the items range from £8 for briefs to £10 for a bra, bralette or period pants.
Alongside the launch, Primark has also pledged to support disabled colleagues and customers better.
Why does it matter?
The range is a first for Primark, with a commitment to introducing more adaptive products and applying inclusive design to more product lines in the future.
An estimated 16 million people in the UK are living with a disability, yet almost two-thirds struggle to find clothes they feel comfortable in.
The retailer enlisted the help of organisations AccessAble and Purple Tuesday as well as accessibility specialist Dr Shani Dhanda to identify ways to enhance a culture of accessibility throughout the business.
“Primark was founded with the ambition of making fashion more affordable for everyone, and that means representing and responding to the different needs of all our customers… 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 and inclusion, Primark
Strategic implications
Inclusivity and adaptive design will continue to rise up the agenda alongside sustainability as brands strive to become kinder and more relevant.
Winning strategies
- Elevated customer experience
- Focus on innovation
- Nurture customers and staff
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