Primark Adaptive: But What Does “Adaptive” Really Mean?

Tommy Adaptive, Zappos Adaptive and now Primark Adaptive. Despite its growing use, research and feedback suggest that most consumers have never heard of the term “adaptive fashion”, let alone understand its meaning.

Adaptive fashion refers to clothing and accessories designed to meet the needs of people with disabilities or those who face challenges with traditional garments. These designs often include features such as as magnetic closures, hidden openings for medical devices, and sensory-friendly fabrics.

The Industry-Consumer Disconnect

While "adaptive" has gained traction in the industry, it remains poorly understood. A recent visit to Tommy Hilfiger’s flagship store in London revealed that staff were unaware of Tommy Adaptive, the brand’s inclusive range launched in 2016, and had never heard the word adaptive in relation to fashion This disconnect extends to consumers as well. Research conducted by StyleAbility and Voice® found that many consumers, including those who could benefit from such clothing, are unfamiliar with the term. 

 Kerri McBee-Black, a researcher at the University of Missouri, has explored how language impacts the perception of adaptive fashion. Her findings suggest that terms like “adaptive” may inadvertently alienate consumers by emphasizing disability over style and function. 

How Primark is Leading Change

Primark’s collaboration with disability advocate Victoria Jenkins has resulted in a 49-piece collection featuring adaptive designs at affordable prices. However, its success hinges on more than just product designs. Like other brands, Primark must address the gap in consumer awareness through effective communication strategies, staff training, and marketing campaigns that emphasize practical benefits rather than unfamiliar labels. 

Rethinking Communication & Design

To build true inclusivity, brands must shift their approach. McBee-Black’s work suggests alternative terms like “universal design” or “inclusive design” may resonate better with consumers. Additionally, providing clear product descriptions and emphasizing functionality—rather than segregating products under a separate “adaptive” label—could promote greater acceptance. 

The Challenge and Opportunities of Adaptive Fashion Communication Strategies

As the adaptive fashion market grows—projected to reach $33 billion in the US by 2032—brands have a unique opportunity to redefine inclusivity. The key lies in overcoming communication challenges and rethinking traditional marketing approaches. 

By focusing on consumer-centric language, investing in education, and collaborating with stakeholders, brands can ensure adaptive fashion is both accessible and appealing. As Primark's adaptive range prepares to make its debut, it highlights the potential for mainstream retailers to lead the charge in normalizing inclusivity. 

Ultimately, the fashion industry must move beyond simply labeling clothing as "adaptive" and strive to integrate inclusivity seamlessly into every collection. This approach not only empowers consumers but also builds a future where fashion truly caters to everyone, regardless of ability