Purple Tuesday: Who Knew? Who Cares?
Purple Tuesday, which this year fell on November 12th, is a global initiative aimed at improving the customer experience for disabled people and their families. While it may not be the most widely recognized awareness day, it’s an important moment for businesses—particularly fashion retailers and brands—to reflect on how they can better serve this often-overlooked customer base.
The Power of Purple
Over the years purple has become an unofficial colour for disability awareness, and the organizers behind Purple Tuesday proudly claim it's the "#1 brand for improving the customer experience for disabled people". While such a title might not yet be universally recognized the initiative is underpinned by staggering statistics with disabled people and their households commanding a global spending power estimated at £10.6 trillion. Purple Tuesday encourages businesses to reimagine how they serve this often-overlooked demographic, urging them to prioritize accessibility in everything from store layouts to online search tools.
More Than Ramps
Accessibility isn’t just about ramps or accessible fitting rooms. In fashion, it extends to:
Product Information: Clear descriptions of features like easy closures, stretchy fabrics, or sensory-friendly materials.
Online Navigation: Intuitive search tools that help customers filter by needs such as adaptive clothing or functional features.
In-Store Experience: Staff trained to assist customers with diverse needs, from mobility challenges to sensory sensitivities.
Approximately 80% of disabilities are non-visible, meaning inclusivity must address more than what meets the eye. For example, someone with arthritis might value zippers over buttons, while a shopper with sensory sensitivities might prioritize soft, label-free garments.
How Well-Known is Purple Tuesday in Fashion?
In the UK Purple Tuesday is gaining traction among major retailers but its recognition in fashion remains limited. For fashion brands, this represents a unique opportunity. The industry thrives on trends, and the push for inclusivity in retail has the potential to redefine what “fashion-forward” really means. Campaigns like Purple Tuesday can help fashion businesses stay ahead of the curve—not just in design, but in how they serve their customers.
The Opportunity to Lead in Fashion Accessibility
Skeptics may wonder if Purple Tuesday is just another chance for brands to tick a box or add a hashtag. But for fashion retailers, it’s an invitation to go beyond surface-level gestures. From integrating adaptive styles into core collections to ensuring websites are accessible for all shoppers, there’s an opportunity to lead and innovate with a focus not on performative changes but on creating a seamless shopping experience for every customer.
More Than One-Day-a-Year
So the next time you see a hint of purple on a seemingly random Tuesday in November, think of it as more than just an awareness campaign. It’s a reminder to fashion retailers and brands that inclusivity isn’t a one-day commitment—it’s a long-term mindset.
Small steps, like better product descriptions or inclusive marketing, can make a big difference. And when the fashion industry leads with accessibility it creates a ripple effect that benefits everyone.