QVC’s Denim & Co. Brand Introduces Adaptive Apparel
QVC is stepping into the $262.7 million adaptive apparel market.
The video commerce retailer announced the launch of Denim & Co. Adaptive, an extension of one of its best-selling private label brands, Denim & Co.
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Denim & Co. Adaptive includes apparel with a seamless and comfortable fit, inclusive sizing and various accessible and adaptive features designed to promote independent dressing. Items in the collection have features such as hook-and-loop closures, magnets, accessible zippers that include wider and varying types of rings, and shoulder openings.
The women’s collection spans blouses, tops, dresses, skirts, pants and loungewear in sizes XXS-3X.
QVC launched the collection last week with a faux suede jacket, a denim shirt with full zipper access, a zipper cardigan, and a knit ankle pant and knit jeans available in wheelchair-friendly designs. The collection retails for $60-$80. Additional items with expanded accessible and adaptive features will launch each month.
The Denim & Co. Adaptive collection will be priced similarly to the rest of the Denim & Co. line.
“This launch is a natural expansion of our classic and customer-loved Denim & Co. brand, with the same styles at the same price points—making the brand more inclusive than ever before,” said Rachel Ungaro, QVC GMM and VP of fashion merchandising. “We look forward to continuing to listen and learn from our customers along this journey as we evolve this collection and increase our overall Accessible & Adaptive category offering.”
Denim & Co. Adaptive expands on QVC’s existing Adaptive and Accessible category which includes adaptive men’s and women’s jeans by Seven7 and MagnaReady, trousers by Joe & Bella, blouses by Yarrow and footwear by Billy.
QVC continues to grow its accessible and adaptive assortment and streamline how customers find and explore products that aid in daily living for the disability, aging, post-surgery and recovery, and caregiver communities. The retailer launched “Accessible Living,” an on-air show focused on essential home products that simplify everyday tasks and promote independent living.
In March, QVC announced that actress, author and disability advocate Selma Blair, who has been vocal about her experience living with multiple sclerosis, would serve as the QVC brand ambassador for accessibility.
The task force leading QVC’s accessibility initiative includes team members from the disability and caregiving communities and from QVC’s diversity, equity and inclusion team.
