Fashion Forward: Primark Adapts To Meet Disabled People’s Needs
Primark has been on our radar ever since the retail giant committed to becoming a more accessible retailer by launching an adaptive lingerie line in 2024.
Although Primark wasn’t the first mainstream retailer to launch an adaptive range, and it was limited, the launch represented a bold example of a brand committing to accessibility and going beyond lip service to cater for all customers, including disabled people.
Last month, almost a year to the date, the retailer returned bigger and better, introducing a permanent range of more than 40 adaptive wardrobe staples for men and women available in stores across the UK.
At Coldr, we love to go beyond the headlines and get under the skin of campaigns like this to see how deep the commitment to inclusion runs.
So we’ve put the messaging under the microscope, reviewed the campaign through our inclusive marketing framework and reviewed audience sentiment. What’s clear is that whilst there is always room for improvement, Primark delivered a masterclass in executing an inclusive, integrated marketing and PR campaign, and we’ve got a lot of time for it.
Let’s break it down.
Who holds the mic?
Let’s start with the press release. From using confident language to announce the range to spotlighting collaborators and partners, including disability advocate Victoria Jenkins, it’s clear that Primark understood the importance of working with experts and giving them a voice, too. These “accountability partners” aren’t just sitting on the sidelines; they’ve been actively involved, and there’s not a shred of “pity porn” or sensationalism in sight - a demonstration of how a brand talks to and on behalf of a community that we can all learn form.
Partnering with the Research Institute for Disabled Consumers (RiDC), Primark went beyond the surface to reveal that while (24%) of the UK population live with a disability:
Seven out of ten (70%) surveyed state they must spend more on clothing that meets their needs.
80% say they feel excluded from buying fashionable clothes.
Two in five (42%) said they often cancel plans due to difficulties finding the proper clothing.
The data anchored Primark’s launch story, and whilst the press release was on the longer side, it sent three clear messages:
The time for adaptive fashion is now
Adaptive clothing should be comfortable, affordable, and designed with real people in mind - and that’s exactly what Primark has delivered.
Everyone wants clothes that fit properly and make us feel good
Real people, real stories
Now, onto the campaign. Seeing the brand take representation seriously and stray away from ticking boxes was refreshing. We even got a sneak peek behind the scenes, where models bring the collection to life:
Disabled people are depicted as they are - real, complex individuals who want stylish clothing that happens to be functional, too. We also don’t just see one type of disability represented, which makes the campaign reach more people with disabilities.
Making adaptive fashion accessible
Now, let’s discuss the media coverage. One thing is clear: Primark has done the work and raised the bar. Coverage from outlets like The Guardian and Positive News positions Primark as a leader in accessible fashion, sending a message to the rest of the fashion industry.
The retailer knows that adaptive fashion needs to be accessible and has made an impressive effort to partner with industry experts like Dr Shani Dhanda and AccessAble to develop detailed access guides. Primark also collaborated with NaviLens to support people with low-vision access to the collection with codes that are available to scan. However, there’s still some way to go to ensure that the retailer’s commitment to accessibility is felt and experienced in all stores.
This TikToker raised a valid point:
While Primark’s displays are easy to find, reversing the hanger direction would make shopping easier for wheelchair users.
These small yet impactful changes could make all the difference, showing Primark is in it for the long haul. None of this takes away from the fact that Primark is setting a new benchmark for inclusivity in retail, and we’re intrigued to see what’s next. An adaptive children’s wear line? A maternity range? The opportunities are endless.
Fashion Forward
Primark has built a campaign that showcases adaptive fashion and the everyday experiences of disabled communities. Because who said inclusive design can’t slay? We love that this campaign puts the community's needs first, proving that accessibility is, in fact, good for business.
But will the broader market finally clock that accessible fashion benefits everyone?
What stops everyone else if Primark can do it at scale and high street prices? We’re excited to see how the fashion industry responds.