Exploring U.S. retailers’ merchandising strategies for adaptive clothing: a focus on product assortment and pricing practices

ABSTRACT

With society’s increasing call for more inclusivity in the fashion industry, adaptive clothing, designed for people with disabilities (PWD), has rapidly emerged as a critical and high-potential product category for U.S. retailers. By analysing thousands of clothing items in the market from 2018 to 2022 at the Stock Keeping Unit level, this study analysed U.S. retailers’ merchandising strategies for adaptive clothing. The logistic regression revealed that, statistically, adaptive clothing in the U.S. retail market looked more ‘boring’ and exhibited lower availability in several categories, including dresses, outerwear & suits, and underwear. Also, compared with nonadaptive ones, adaptive clothing statistically was more likely to be priced higher than the market average. The findings generated critical new knowledge about the business aspect of adaptive clothing by adding a valuable retailers’ perspective. The results also call for efforts to make adaptive clothing more diverse in product categories and financially affordable to PWD.

KEYWORDS:

• Adaptive clothing
• US retailers
• merchandising strategies
• pricing strategies

Disclosure statement

No potential conflict of interest was reported by the author(s).