Market Analysis
Adaptive Examples
Iz Adaptive provides contemporary clothing options for men, women, and children which are focused for people who need a wheelchair. Design Specs include a high back rise, a variety of entry methods, elastic waists, and a seamless design.
- Specifically for those who need a wheelchair
- Price: $100 – $600
- Mostly E-commerce
- Different construction methods for to accommodate extended back rise
Nike uses it’s FlyEase technology to bring adaptiveness to the footwear space. This design allows for the shoes to be worn without a need for arms or the upper body. Nike took on criticism however, when the shoes sold out and are now selling for resell well above the retail price.
- Price: $120
- Brings Nike into the Adaptive footwear space
- Multiple silhouettes that implement this technology
Tommy Hilfiger provides many solutions with it’s adaptive line. This bridge level pricing point gives further access to the consumer. Tommy Adaptive prioritizes the fit to look the same as non-adaptive products. In addition, the function of the product allows for accessibility for all.
- Prioritizes style
- Price: $30-$100
- Many different products provide depth
- Easy closures for prosthetics
Non-Adaptive Brands
Aime Leon Dore is a streetwear brand from New York that specializes in simple silhouettes and timeless designs. Simple patterns and bold colors are other staples. ALD is a menswear company marketing towards males aged 22-40.
- Price: $60 – $500
- Modern fit
- Mature color palette, no extravagant fashion colors
- Men 20 – 40
Kith is a streetwear brand from New York that specializes in collaborations, pant design, and essential silhouettes. Much of Kith’s designs are of basics and screen printed tees. Kith is the quintessential streetwear company that appeals to many consumers.
- Interesting prints and materials
- Younger feel
- Variety of silhouettes
- Men and women 18 – 35
John Elliot is a designer based out of Los Angeles that specializes in casual wear for men and women. This higher end designer makes top of the line basics with innovative design communication with the staple hidden kangaroo pocket.
- Muted basics of great quality
- Washed and faded garments used frequently
- Men and women 25 – 45
Consumer Personas
The consumer personas were gathered from a series of interviews from amputees and occupational therapists that work closely with lower limb amputees. Much of the same problem was found for these people. Finding it hard to wear pants, remaining active in their lifestyle, and having clothing that works for them but also looks good.
Value Proposition Map
The value proposition map allowed for the grievances from the consumer personas to be consolidated and thought through. The pain reliever for this map are the most important in my opinion. They show that amputees need stylish options that allow for an ease of access with prosthetics.
Radar Chart
A common theme with the Radar charts showed that most of the non-adaptive companies are quite similar besides price point and aesthetic. For adaptive companies, they had great adaptable options, however, nothing that is designed with prosthetics in mind.
Design Problem Statement
The main priority of this line is to provide comfortable and functional bottom pieces for people with prosthetic limbs. The target market for this line are adult males aged 20-50. Providing stylistic basics that can be worn with anything is something that is lacking in this market. Most clothing options for people with prosthetics lack the features that amputees are looking for: and a style that is MODERN and APPEALING.
CH Portfolio 