Project synopsis
User Need Identification
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For my research have made contacts with multiple organizations such as Special Olympics and Respite Care Inc, an organization that assists people ages 6-15 who have an intellectual or physical disability. My contacts from both organizations have helped me develop a 15-question survey to identify actual users, what they need, and what their current issues are in terms of adaptive apparel. Throughout the process of making this survey, my contacts have given me multiple tips and recourses to make sure I am asking the right questions in the right way, making sure my language is inclusive and informative.
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These organizations have also provided me with mentorship and a medium to get the survey out. Respite Care Inc. was kind enough to send the survey to many of the families in their network to take. Likewise, Special Olympics Fort Collins posted the survey on their Facebook page for families to take. This was a big help in reaching my target market. Most, if not all of the people who took the survey were parents with children ages 6-15 who have an intellectual or physical disability.
Results
100% of participants know someone with or have an intellectual or physical disability
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76% say this affects their clothing purchases
Of these participants, only 44% currently wear adaptive clothing.
Of that 44% only 6 participants were happy with the garment.
Biggest Obstacles in Dressing
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Getting clothing on and off
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The fit of clothing is uncomfortable and awkward
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Durability of clothing
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Look and style of clothing available
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Fastenings being too difficult to use and/or out of reach
QUOTES PROVIDED BY SURVEY PARTICIPANTS
"No matter what you shouldn’t be able to tell the difference when looking at 'adaptive' clothing vs what a typical person would wear."
"Ways to make fastening easier for children and adults with disabilities so that they can practice independently getting dressed."
"I would love to be able to find more clothes for her. It is almost impossible! Everyday wear that is cute and stylish."
"I would want to be sure it was comfortable and looked as typical as possible."
Market Analysis & Plan for New Product Development
Value Proposition Map
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Competitors
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Under Armour
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Tommy adaptive
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Nike
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All offer adaptive clothing and products
Key findings/observations
Under Armour
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Vision statement
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"to inspire you with performance solutions you never knew you needed and can't imagine living without."
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Under armor is mostly known for its innovative and light athletic wear. The company is famous for their breathable and sweat-wicking products, meant to keep athletes at their peak of performance.
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The look of the brand is a very athletic, tight-fitting look. Not many products are meant to looked draped.
Under amours, demographics are families with children, men, and women between 18 and 45 years old. These families are mid to upper level in terms of financial status. Their adaptive clothing focuses on those with sensory issues, most people on the spectrum.
Psychographics include those who like to shop, mostly mothers and wives that like to shop for the whole family. Also, physically active kids and adults who care about what they are wearing and that it improves performance.
Product range:
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Multiple lines for men, women, and children, including bottoms, outerwear, shoes, swimwear, tops, and underwear.
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The number of products within each line varies, some reach as high as 452 items.
Costing
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Range of retail cost: $5 - $200+
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Tops - $15-70
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Bottoms - $25-95
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Outerwear - $35 – 150
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Shoes - $50 – 200+
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Swimwear - $30-50
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Underwear - $10-25
Design details
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Under Armour has many unique and innovative design details. Most prominent is their sweat-wicking and lite fabrics that allow for breathability. Much of this has to do with knitting used in many of their tops that allow for breathability. They have many innovations across activewear, but regarding adaptive wear, under armor has begun to remove tags for people with sensory issues. This is a small step, but there is much more they could do. I believe adding a line of outerwear with easy snap buttons, possibly magnets for a seamless closer. Another modification would be an opening on the side of athletic shorts to make it easier for dressing yourself and others who may not be able to.
Tommy Hilfiger (Tommy Adaptive)
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“The Tommy Hilfiger Corporation is dedicated to the living spirit of the American dream. We believe the spirit of youth is our greatest inspiration. Resourcefulness is the key to value and excellence, in making quality a priority of our lives and products.”
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The brand is most known for its classic color scheme and denim. They have had many years of iconic looks and styles, but always sporting the red, white, and blue.
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Their aesthetic is fresh and new. It is a classic sporty look that can also be dressed up.
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The target market is men and women ages 25 to 60. Usually, adults with children and have a disposable income of $25 to 100 thousand dollars a year.
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Consumers are cool and fresh, living an active young lifestyle. They like to spend their money on clothing and experiences.
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The product assortment includes products for men, women, and children. Categories include sportswear, eyewear, men’s tailored clothing, athletic apparel, handbags, and leather goods. The number of products in these categories can range from
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The average retail price is $120
Design details.
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Focusing on the Tommy Adaptive line, their clothing includes modified trims and details that allow the consumer to more easily put on and off. Specifics include Velcro shut opening on shoulders of tops and magnetic buttons. These are some features I have notes and would like to use in my collection.
Nike (fly ease)
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“To bring inspiration and innovation to every athlete in the world.”
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Nike is most known for its athletic wear and sneakers. Many know the brand for their running and basketball shoes, but recently they have made waves in streetwear fashion.
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The look of Nike is athletic and sleek. The company’s aesthetic is fresh and bright, clothing that performs well yet looks stylish and modern.
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Demographics include athletic teens, usually involved in a sport. Their demo really is all athletes of any range, but 15-20 is the main consumer.
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Psychographics include households with young athletic adults. Households making $50,000+ per year and like to have new and up to date, performance-enhancing gear.
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Multiple lines including tops, bottoms, outerwear, shoes, accessories, and equipment.
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Each line contains a variety of products ranging up to 500 products.
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Nikes range of retail costs: $15-300
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Nikes fly ease line is an adaptive shoe line. Although Nike does not have an adaptive clothing line available, the fly ease line offers some innovative trims and design details that could be useful in clothing as well. For example, one shoe includes a zipper on the heel for easy slip in. this is a trim detail that could be used in a pair of shorts for someone who may need an easier way to put them on.
Radar Chart for Competitor Analysis:
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The void I want my product to fill is making a product that is stylish and functional. Something that doesn’t make the user feel like an outsider, but rather more comfortable than ever. I wish to achieve this through not only physical comfort but the feeling that the consumer feels good in it.
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The results of this research give me many ideas of how performance in a garment can change the way the consumer feels in it. Also, that performance doesn’t mean giving up on style, but can rather enhance it.
Part 2:
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According to statista.com, Liam O’Connell says that in 2017 the adaptive apparel market was valued at $264.58 billion dollars globally and has since risen to $312.27 billion in 2021.
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According to GlobeNewswire.com, key players in the adaptive clothing industry include Silverts Adaptive Clothing, Izzy Camilleri, NBZ Apparel, Able2Wear, Adaptions by Adrian, Professional fit Clothing, and Clothing Showroom. The source discussed how these key players focus their vision on making apparel that is fashionable style, comfort, fabric quality, and dignity of the wearer.
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Key trends to impact the adaptive apparel industry have much to do with its rapid growth in market size in the last three years. According to disabled-world.com, this market is expected to grow past $300 billion within the next five years. This will allow for more companies to get involved in the industry and tackle new ways of adaptive clothing that span a variety of issues many faces every day. Another trend to note, as discussed in Vue.ai, adaptive clothing has started to become seamless in look, so far that many consumers with no disabilities find them attractive, comfortable, and functional. I see this trend continuing and becoming even more normalized across the apparel industry as a whole.
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Design Problem Statement
Based on primary and secondary consumer research, the main objective of this design line is to create durable and comfortable adaptable garments that have on trend, stylish, silhouettes, colors, and prints.
The target market for this line is parents, guardians, and care givers who look after teens ages 10-15, who have an intellectual or physical disability that may affect their ability to dress.
The user is kids 10-15 who may have difficulty manipulating closures on garments such as button, zippers, etc. some users need help getting dress, some need aspects that prevent them from taking clothes off, and some need closures that they can use themselves.
All however, need clothing that is fashionable and age appropriate. One of the biggest problems that many consumers made clear in my research was that much of the current adaptive clothing available stands out too much, is not stylish, and/or is too childish. This project needs to bee done because everyone should have multiple stylish options when it comes to clothing. No one should be limited to what they can wear and how their clothes can look just beecouse of a disability.
Other problems include durability. This consumer needs clothing that is tough and able to go through a lot of wear and tear. Many consumers also showed frustration with comfortability, saying the current adaptive closures are ill fitting and make the wearer feel uncomfortable.
My lines goal is to address all of these issues and more, making sure my consumer does not only feel good in the clothing, but look good as well.