THE ICONIC’s New Adaptive Edit is ‘Inclusive, Accessible and Empowering’ for Shoppers

Power Retail By Power Retail | 10 Aug 2021

Almost 20 percent of the Australian population live with a disability and access other needs, and despite this growing need to service and accommodate shoppers, many consumers are left out. THE ICONIC is hoping to change that with the launch of its new Adaptive Edit. 

The pureplay retailer is launching a tailored shopping destination that better serves the one in five Australians living with a disability and access other needs. The platform curates products that prioritise functionality and ease of dressing – including thoughtful closures, seated-wear solutions and fits for prosthetics.

“We’re incredibly excited to offer our customers a new way to access adaptive fashion on THE ICONIC, and this Edit marks an important milestone in our ongoing journey to better meet the diverse needs of every ICONIC customer,” shared Erica Berchtoldm, the CEO of THE ICONIC. She explained that while she is proud of the efforts made by the retailer, there is ‘much more work to do’.

“And so for us, THE ICONIC Adaptive Edit is only the beginning as we continue to drive progress towards a more inclusive, accessible and empowering shopping experience for every ANZ customer, irrespective of ability,” she said.

In creating the collection, the Australian retailer worked with a leading global accessibility consultancy, All Is For All. The Adaptive Edit features more than 130 pieces across menswear, womenswear and kid’s clothing.

Grace Stratton, the Director of All Is For All explained that this move was an important step for the community and ‘uplifts the disabled experience’. “It makes a phenomenal difference in people’s lives and perceptions to see disability meaningfully represented on a platform like THE ICONIC. This Edit represents an opportunity for more people to understand and embrace the beauty of disability and experience the ease enabled by adaptive fashion,” she said.

Some of the leading brands in the platform include Tommy Hilfiger Adaptive, Brisbane label Christina Stephens, and Melbourne-based JAM The Label, which was created by Australian Occupational Therapists Emma Clegg and Molly Rogers.

Lauren Parker, Tokyo 2020 Paralympian, explained how essential the Adaptive Edit is for those living with a disability and access needs. “To have fashion garments that are easy to put on and remove helps people’s independence and quality of life. It encourages people to have confidence in themselves and their individuality,” she said.

Like this story? Click here to find out more about Power Retail E-Commerce Intelligence or here to sign-up for the free weekly Pulse Newsletter for more essential online retail content.

1 Comment

One thought on “THE ICONIC’s New Adaptive Edit is ‘Inclusive, Accessible and Empowering’ for Shoppers”

  1. sarah mcgregor says:

    I often wonder as a disabled person why no one thought of this b4. We were never thought of in many ways and this was just one. Great idea. i’m checking it out now;

Leave a Reply

Your email address will not be published. Required fields are marked *

[gravityform id="11" title="false" description="false" ajax="true"]
<script type="text/javascript">var gform;gform||(document.addEventListener("gform_main_scripts_loaded",function(){gform.scriptsLoaded=!0}),window.addEventListener("DOMContentLoaded",function(){gform.domLoaded=!0}),gform={domLoaded:!1,scriptsLoaded:!1,initializeOnLoaded:function(o){gform.domLoaded&&gform.scriptsLoaded?o():!gform.domLoaded&&gform.scriptsLoaded?window.addEventListener("DOMContentLoaded",o):document.addEventListener("gform_main_scripts_loaded",o)},hooks:{action:{},filter:{}},addAction:function(o,n,r,t){gform.addHook("action",o,n,r,t)},addFilter:function(o,n,r,t){gform.addHook("filter",o,n,r,t)},doAction:function(o){gform.doHook("action",o,arguments)},applyFilters:function(o){return gform.doHook("filter",o,arguments)},removeAction:function(o,n){gform.removeHook("action",o,n)},removeFilter:function(o,n,r){gform.removeHook("filter",o,n,r)},addHook:function(o,n,r,t,i){null==gform.hooks[o][n]&&(gform.hooks[o][n]=[]);var e=gform.hooks[o][n];null==i&&(i=n+"_"+e.length),gform.hooks[o][n].push({tag:i,callable:r,priority:t=null==t?10:t})},doHook:function(n,o,r){var t;if(r=Array.prototype.slice.call(r,1),null!=gform.hooks[n][o]&&((o=gform.hooks[n][o]).sort(function(o,n){return o.priority-n.priority}),o.forEach(function(o){"function"!=typeof(t=o.callable)&&(t=window[t]),"action"==n?t.apply(null,r):r[0]=t.apply(null,r)})),"filter"==n)return r[0]},removeHook:function(o,n,t,i){var r;null!=gform.hooks[o][n]&&(r=(r=gform.hooks[o][n]).filter(function(o,n,r){return!!(null!=i&&i!=o.tag||null!=t&&t!=o.priority)}),gform.hooks[o][n]=r)}});</script> <div class='gf_browser_unknown gform_wrapper fix-om-styling_wrapper gform_legacy_markup_wrapper' id='gform_wrapper_11' ><div id='gf_11' class='gform_anchor' tabindex='-1'></div><form method='post' enctype='multipart/form-data' target='gform_ajax_frame_11' id='gform_11' class='fix-om-styling gform_legacy_markup' action='/news/the-iconics-new-adaptive-edit-is-inclusive-accessible-and-empowering-for-shoppers/#gf_11' > <div class='gform_body gform-body'><ul id='gform_fields_11' class='gform_fields top_label form_sublabel_below description_below'><li id="field_11_2" class="gfield gfield_contains_required field_sublabel_below field_description_below hidden_label gfield_visibility_visible" ><label class='gfield_label' for='input_11_2' >Email Address<span class="gfield_required"><span class="gfield_required gfield_required_asterisk">*</span></span></label><div class='ginput_container ginput_container_email'> <input name='input_2' id='input_11_2' type='text' value='' class='large' placeholder='Email' aria-required="true" aria-invalid="false" /> </div></li><li id="field_11_3" class="gfield gfield_contains_required field_sublabel_hidden_label field_description_below hidden_label gfield_visibility_visible" ><label class='gfield_label gfield_label_before_complex' >Name<span class="gfield_required"><span class="gfield_required gfield_required_asterisk">*</span></span></label><div class='ginput_complex ginput_container no_prefix has_first_name no_middle_name has_last_name no_suffix gf_name_has_2 ginput_container_name' id='input_11_3'> <span id='input_11_3_3_container' class='name_first' > <input type='text' name='input_3.3' id='input_11_3_3' value='' aria-required='true' placeholder='First Name' /> <label for='input_11_3_3' class='hidden_sub_label screen-reader-text'>First</label> </span> <span id='input_11_3_6_container' class='name_last' > <input type='text' name='input_3.6' id='input_11_3_6' value='' aria-required='true' placeholder='Last Name' /> <label for='input_11_3_6' class='hidden_sub_label screen-reader-text'>Last</label> </span> </div></li><li id="field_11_5" class="gfield gfield_contains_required field_sublabel_below field_description_below hidden_label gfield_visibility_visible" ><label class='gfield_label' for='input_11_5' >Company / Organisation<span class="gfield_required"><span class="gfield_required gfield_required_asterisk">*</span></span></label><div class='ginput_container ginput_container_text'><input name='input_5' id='input_11_5' type='text' value='' class='large' placeholder='Company' aria-required="true" aria-invalid="false" /> </div></li><li id="field_11_6" class="gfield gform_hidden field_sublabel_below field_description_below gfield_visibility_visible" ><div class='ginput_container ginput_container_text'><input name='input_6' id='input_11_6' type='hidden' class='gform_hidden' aria-invalid="false" value='NOT PROVIDED' /></div></li><li id="field_11_7" class="gfield gform_hidden field_sublabel_below field_description_below gfield_visibility_visible" ><div class='ginput_container ginput_container_text'><input name='input_7' id='input_11_7' type='hidden' class='gform_hidden' aria-invalid="false" value='NOT PROVIDED' /></div></li><li id="field_11_8" class="gfield gform_hidden field_sublabel_below field_description_below gfield_visibility_visible" ><div class='ginput_container ginput_container_text'><input name='input_8' id='input_11_8' type='hidden' class='gform_hidden' aria-invalid="false" value='NOT PROVIDED' /></div></li><li id="field_11_9" class="gfield gform_validation_container field_sublabel_below field_description_below gfield_visibility_visible" ><label class='gfield_label' for='input_11_9' >Name</label><div class='ginput_container'><input name='input_9' id='input_11_9' type='text' value='' /></div><div class='gfield_description' id='gfield_description_11_9'>This field is for validation purposes and should be left unchanged.</div></li></ul></div> <div class='gform_footer top_label'> <button type="submit" class="button-3" id="gform_submit_button_11">SUBSCRIBE</button> <input type='hidden' name='gform_ajax' value='form_id=11&amp;title=&amp;description=&amp;tabindex=0' /> <input type='hidden' class='gform_hidden' name='is_submit_11' value='1' /> <input type='hidden' class='gform_hidden' name='gform_submit' value='11' /> <input type='hidden' class='gform_hidden' name='gform_unique_id' value='' /> <input type='hidden' class='gform_hidden' name='state_11' value='WyJbXSIsIjRjNDYzMzMwNzM3OTFjM2ZlOGZhNjY2ZDA4ZDVlMDcyIl0=' /> <input type='hidden' class='gform_hidden' name='gform_target_page_number_11' id='gform_target_page_number_11' value='0' /> <input type='hidden' class='gform_hidden' name='gform_source_page_number_11' id='gform_source_page_number_11' value='1' /> <input type='hidden' name='gform_field_values' value='' /> </div> <p style="display: none !important;"><label>&#916;<textarea name="ak_hp_textarea" cols="45" rows="8" maxlength="100"></textarea></label><input type="hidden" id="ak_js" name="ak_js" value="236"/><script>document.getElementById( "ak_js" ).setAttribute( "value", ( new Date() ).getTime() );</script></p></form> </div> <iframe style='display:none;width:0px;height:0px;' src='about:blank' name='gform_ajax_frame_11' id='gform_ajax_frame_11' title='This iframe contains the logic required to handle Ajax powered Gravity Forms.'></iframe> <script type="text/javascript"> gform.initializeOnLoaded( function() {gformInitSpinner( 11, 'https://powerretail.com.au/wp-content/plugins/gravityforms/images/spinner.svg' );jQuery('#gform_ajax_frame_11').on('load',function(){var contents = jQuery(this).contents().find('*').html();var is_postback = contents.indexOf('GF_AJAX_POSTBACK') >= 0;if(!is_postback){return;}var form_content = jQuery(this).contents().find('#gform_wrapper_11');var is_confirmation = jQuery(this).contents().find('#gform_confirmation_wrapper_11').length > 0;var is_redirect = contents.indexOf('gformRedirect(){') >= 0;var is_form = form_content.length > 0 && ! is_redirect && ! is_confirmation;var mt = parseInt(jQuery('html').css('margin-top'), 10) + parseInt(jQuery('body').css('margin-top'), 10) + 100;if(is_form){jQuery('#gform_wrapper_11').html(form_content.html());if(form_content.hasClass('gform_validation_error')){jQuery('#gform_wrapper_11').addClass('gform_validation_error');} else {jQuery('#gform_wrapper_11').removeClass('gform_validation_error');}setTimeout( function() { /* delay the scroll by 50 milliseconds to fix a bug in chrome */ jQuery(document).scrollTop(jQuery('#gform_wrapper_11').offset().top - mt); }, 50 );if(window['gformInitDatepicker']) {gformInitDatepicker();}if(window['gformInitPriceFields']) {gformInitPriceFields();}var current_page = jQuery('#gform_source_page_number_11').val();gformInitSpinner( 11, 'https://powerretail.com.au/wp-content/plugins/gravityforms/images/spinner.svg' );jQuery(document).trigger('gform_page_loaded', [11, current_page]);window['gf_submitting_11'] = false;}else if(!is_redirect){var confirmation_content = jQuery(this).contents().find('.GF_AJAX_POSTBACK').html();if(!confirmation_content){confirmation_content = contents;}setTimeout(function(){jQuery('#gform_wrapper_11').replaceWith(confirmation_content);jQuery(document).scrollTop(jQuery('#gf_11').offset().top - mt);jQuery(document).trigger('gform_confirmation_loaded', [11]);window['gf_submitting_11'] = false;wp.a11y.speak(jQuery('#gform_confirmation_message_11').text());}, 50);}else{jQuery('#gform_11').append(contents);if(window['gformRedirect']) {gformRedirect();}}jQuery(document).trigger('gform_post_render', [11, current_page]);} );} ); </script><script type="text/javascript"> gform.initializeOnLoaded( function() { jQuery(document).on('gform_post_render', function(event, formId, currentPage){if(formId == 11) {if(typeof Placeholders != 'undefined'){ Placeholders.enable(); }} } );jQuery(document).bind('gform_post_conditional_logic', function(event, formId, fields, isInit){} ) } ); </script><script type="text/javascript"> gform.initializeOnLoaded( function() { jQuery(document).trigger('gform_post_render', [11, 1]) } ); </script>