Overview:

Zalando, a prominent online fashion retailer, has embarked on a transformative journey to promote inclusive representation in the fashion industry. Their endeavour focuses on integrating adaptive fashion apparel into their offering, aiming to cater to the diverse needs of customers, especially those with disabilities.

This initiative transcends mere product offerings, as it’s part of a holistic diversity and inclusion strategy that also aims for a more inclusive workplace beyond disability inclusion.

Problem Definition:

Zalando faces two primary challenges. The first is raising awareness about their adaptive clothing range. Despite offering a diverse array of adaptive clothing, Zalando grapples with the task of effectively communicating the availability and benefits of these products to the disabled community.

The second challenge is maintaining the accessibility of their digital platform. As an online retailer, ensuring that their website and digital interfaces are accessible and user-friendly for customers with various disabilities is paramount.

This challenge is not merely about complying with accessibility standards but about creating a genuinely intuitive and helpful online experience for users with disabilities.

Women sitting in a chair with a prosthetic leg

Approach:

In response to these challenges, Zalando has adopted innovative solutions and formed strategic partnerships. They have implemented continuous training for their product development teams, focusing on enhancing digital accessibility. This includes workshops and collaborations with experts in the field to ensure a deep understanding and commitment to accessibility principles.

A significant part of their strategy involves the use of machine learning algorithms to create detailed and meaningful product descriptions. This technology is particularly beneficial for visually impaired customers, as it provides them with a clearer understanding of the products.

Actively seeking and integrating user feedback, particularly from disabled users, is another cornerstone of Zalando’s approach. This iterative process ensures the continuous improvement of their website’s accessibility features, aligning them with the practical needs of the disabled community.

After a successful launch campaign, Zalando’s marketing and communications teams first focused on informing the fashion industry about their adaptive wear collections. Next, they’ll integrate them in a cohesive way throughout their various local activations across the markets to reach the disabled communities.

Zalando’s partnerships play a crucial role in their inclusive strategy. Their collaboration with Ottobock, a leader in prosthetics and orthotics, provides valuable insights into the specific needs of customers with physical disabilities, guiding the design and functionality of their adaptive products. Additionally, partnerships with organisations like All is for All help gather feedback from a community of people with lived experiences of disabilities, further informing product design and functionality.

Moreover, Zalando’s inclusion of high-profile adaptive clothing lines, such as Tommy Adaptive by Tommy Hilfiger, expands their product range with options that are both fashionable and functional.

The collaboration with the Valuable 500 assists in raising awareness among the disabled community, addressing outreach challenges and setting new disability inclusion reporting standards.

 

Impact:

Zalando’s comprehensive approach to offer customers stylish adaptive fashion across price and functionality in one place is refreshing, with around 300 styles available. Through their dedication to addressing the unique needs of the disabled community, coupled with their commitment to ensuring digital accessibility, Zalando hopes to inspire other brands and platforms that don’t yet cater to the disabled community but also highlights the economic potential within the adaptive fashion market.

Their initiatives reflect a blend of teams’ dedication to inclusivity and a keen understanding of market opportunities.

Looking Ahead:

Looking to the future, Zalando is committed to further enhancing their range of adaptive products. In 2024, they are planning to expand on their collections, adding new propositions to their catalogue next to improving the accessibility of their digital spaces. They aim to strike a balance between functionality and fashion appeal, ensuring that their products are aligning with contemporary fashion trends, on top of being accessible and affordable.

Through ongoing research, continuous customer feedback, and enduring partnerships, Zalando is poised to redefine standards in inclusive fashion, creating a shopping experience that empowers style and accessibility for all individuals.