Building brands and building a legacy is not easy at a time when it feels like the to-do list for the modern marketer is longer than ever. Primark’s new accessibility range of adaptive products is the result of inclusive thinking that has led to innovation that challenges an entire sector to do better.

At Creative Equals RISE conference Kate Maunders, Global Head of Marketing Communications at Primark spoke with Sophie Devonshire, CEO at The Marketing Society, about the new range and the importance of designing to bring audiences in.

Primark’s new adaptive collection is made up of fashionable clothing designed with accessibility in mind. The range includes clothing, nightwear and underwear that is both liberating and stylish, with features such as accessible openings, stoma access and large pockets for devices. 

Pointing to the shocking fact that ‘there are more clothes designed for dogs than disabled people’, Maunders shared that Primark’s journey to create adaptive products was born from a genuine desire to drive inclusion. She explained: “At Primark we want to be a retailer for everybody and that means everybody.”

It was important to the team that the products were trend-led. Not only did they need to serve a purpose, but they also had to be fashionable. 

“Be it a dress with a discreet zip for stoma bag, or places for tube access, bras with front fastenings,” says Maunders. The retailer is the first to bring stylish, accessible products to the mainstream market at an affordable price point.

Primark’s journey began with underwear. Maunders shares that this is because Primark already has a huge range and authority in the space. She advises other brands to start with what they are already good at.

“Underwear is the first thing you put on in the morning. It is the most intimate item you own, and if you can’t put that on yourself. We wanted to give people their dignity back,” she says. 

To create the range Primark worked alongside Victoria Jenkins, Founder and CEO at Unhidden, an award-winning, adaptive and universally designed fashion brand as well as disability activist Shani Dhanda. 

“You don’t know what you don’t know,” says Maunders and by bringing in insight and expertise, Primark was able to create a product range that resonated with the audiences it sought to serve. 

The experts were also helpful in educating the team at Primark and bringing everyone into the journey. 

“We don’t always know the right language, and we can feel uncomfortable asking the questions. Shandi created a really safe space for us,” says Maunders.

Education about the product came first, and then accessible marketing followed. For all communications, the team made sure that alt text and descriptions were available. They also set out to ensure that their spaces were accessible too. 

“There’s no point bringing to life clothes for the disabled community without having an accessible space,” Maunders adds, continuing: “We worked to create a blueprint so that any influencer event we hold in any of our 17 markets can be as accessible as possible.”

Now, Maunders urges the rest of the industry to get on board. “It's not often you say you want more people in the industry to do exactly what you are doing. Disabled people should have the option to shop anywhere. So actually, we want some competition,” she says.

She continues: “Not everything is about being the only. Let’s lead positive change within the whole of the industry. Start little fires, because that's how big fires start.”

Photo Credit: Bronac McNeill

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