Dive Brief:
- Video commerce company QVC extended their Denim & Co. private label to include an adaptive clothing collection dubbed Denim & Co. Adaptive, according to a release on August 4.
- Ranging from sizes XXS to 3X, clothing from the collection has functional features to accommodate those with disabilities, post-surgery and recovery, wheelchair users, the elderly and caregivers.
- The Denim & Co. Adaptive brand is an addition to QVC’s pre-existing accessible and adaptive category that launched in March. The company said it is one of the first retailers in the United States to “curate the full lifestyle of accessible products into a single multicategory offering.”
Dive Insight:
QVC said Denim & Co. is already one of its best-selling private labels. The company’s diversity, equity and inclusion team as well as team members from the disability and caregiving communities joined to form a task force leading QVC’s accessibility initiative.
“With a focus on inclusivity and innovation, Denim & Co. Adaptive marks a significant milestone in QVC’s commitment to providing accessible fashion options, catering to a wider audience and offering engaging shopping experiences,” Rachel Ungaro, general merchandise manager and vice president of fashion merchandising for QVC said in a statement. “This launch is a natural expansion of our classic and customer-loved Denim & Co. brand, with the same styles at the same price points — making the brand more inclusive than ever before.”
The collection consists of a washable faux suede jacket, a denim shirt with full zipper access, a zipper cardigan, knit ankle pants and knit jeans available in wheelchair designs.
All items in the collection range from $60 to $80 and have features that promote independent dressing such as hook and loop closures, magnets and accessible zippers. The company plans to add new items monthly.
Bottoms in the collection are offered in adaptive wheelchair designs. The wheelchair pant designs include a reduced front rise, increased back rise and no back pockets or back yoke. The pants also have waterproof pocket linings, functional ankle vents and pull-up loops. The collection premiered on-air Aug. 4 and is now available on QVC’s site.
QVC is furthering its commitment to inclusivity with its “Accessible Living” show about essential products for independent living. Additionally, the company named actress and disability advocate Selma Blair its brand ambassador for accessibility.
Other companies have also taken their turn at introducing or expanding adaptive clothing as the market continues to grow. Last year, Kohl’s increased its adaptive merchandise assortment to include adults. The entire assortment was offered online and included women’s products from private-label brands Sonoma Goods for Life, Tek Gear and SO with men's items from Sonoma Goods for Life, Tek Gear labels and Tommy Hilfiger. Kohl’s previously only held an adaptive assortment for kids.
