WEST CHESTER, Pa. (August 4, 2023) – QVC®, a world leader in live video commerce (“vCommerce”), is proud to announce the debut of Denim & Co.® Adaptive, an extension of the Denim & Co. private label brand. Now available on QVC.com and premiering on-air Friday, August 4, Denim & Co. Adaptive is the first accessible fashion collection created by QVC, available in sizes ranging from XXS-3X. This launch is the latest addition to QVC’s already established Accessible & Adaptive category and commitment to creating inclusive shopping experiences, services and products. QVC is one of the first U.S. retailers to curate the full lifestyle of accessible products into a single multicategory offering. QVC continues to grow its accessible and adaptive assortment, streamline how customers find and explore products that aid in daily living for the disability, aging, post-surgery and recovery, and caregiver communities, and enhance its end-to-end shopping experience for greater accessibility.
Denim & Co. is one of QVC’s best-selling private label apparel brands with a wide range of fashion offerings – from blouses, tops and dresses to skirts, pants and loungewear. Now QVC has taken the same casual everyday styles, classic silhouettes, and easy-care fabrics and designed a collection with features to make the core Denim & Co. products accessible to the millions of Americans who are living with a disability; aging in place or in assisted living; recovering from a surgery, illness or injury; or supporting others as a caregiver.
“With a focus on inclusivity and innovation, Denim & Co. Adaptive marks a significant milestone in QVC’s commitment to providing accessible fashion options, catering to a wider audience and offering engaging shopping experiences,” said Rachel Ungaro, GMM and VP of Fashion Merchandising for QVC. “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. 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 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, all available in sizes ranging from XXS to 3X. Bottoms in the brand extension will also be offered in adaptive wheelchair designs. Wheelchair pant designs have adjusted fit points including a reduced front rise, increased back rise and the removal of back pockets and back yoke, in addition to features like waterproof pocket linings, functional ankle vents and pull-up loops to ensure ease of dressing.
The first Denim & Co. Adaptive assortment features five styles including a washable, faux suede jacket, a denim shirt with full zipper access, a zipper cardigan, and a comfy knit ankle pant and comfy knit jeans available in wheelchair designs, all ranging in price from $60 – $80. All items in the Denim & Co. Adaptive collection will be offered at price parity to other Denim & Co. styles. Additional items with expanded accessible and adaptive features will be launching every month.
QVC has a long commitment to customer inclusivity. Virtually from its launch, QVC has offered fashion in a wide range of sizes for all women. QVC’s interactive video commerce model provides an exceptional level of insight into customer trends and customer feedback to help drive the development and improvement of products and collections. The expanded focus on accessibility reflects rising customer demand, particularly for fashion that offers more options without sacrificing style, function or form.
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. In March, QVC launched a dedicated Accessible & Adaptive category – curating hundreds of products spanning fashion, home, electronics and beauty. In addition, QVC has introduced “Accessible Living,” an on-air show focused on essential home products that simplify everyday tasks and promote independent living. As part of this journey, QVC named actor, best-selling author and disability advocate Selma Blair as its Brand Ambassador for Accessibility. QVC also joined forces with Maura Horton, a disability, diversity and inclusion consultant affecting change through education, product development, strategic partnerships and embracing global inclusion.
“Having firsthand experience, I can attest to the profound impact products can have on transforming not only a moment or a day, but also dignity in one’s life,” said Horton. “By embracing inclusivity and understanding the diverse needs of their customers, QVC has unlocked the potential to revolutionize the fashion world. They actively listen to their customers, learn from their experiences and adapt accordingly, fostering a culture of continuous improvement. This receptiveness to change will propel their inclusivity efforts to even greater heights, leaving an indelible mark on the industry.”
Denim & Co. Adaptive is now available on QVC.com. Tune-in to QVC for the on-air premiere of Denim & Co. Adaptive on Friday, August 4 at 11 a.m. ET. To explore the full collection and shop for other accessible and adaptive solutions, visit QVC’s dedicated digital storefront at Adaptive & Accessible – QVC.com