Introduction
Primark has taken a landmark step towards inclusive retail by launching its first seated female mannequin in a manual wheelchair, co-developed with British broadcaster and disability advocate Sophie Morgan. The move coincides with the retailer’s new adaptive clothing range, designed specifically for people with disabilities. While size and ethnic diversity have gained visibility in fashion merchandising, disability representation has historically been overlooked. This initiative marks a visible and tangible shift in how the industry can represent every body.

Supporting Stats

The World Health Organization estimates over 1.3 billion people globally live with a significant disability – that’s 16% of the population (WHO, 2023).
According to Scope UK, 75% of disabled consumers say businesses could do more to make their products and services accessible (Scope, 2022).
The global adaptive clothing market is projected to reach $400 billion by 2026 (Allied Market Research, 2023).

Why This Matters for Brands

Authentic representation: The seated mannequin reflects the lived experience of many customers, increasing relatability and connection.
Alignment with adaptive product ranges: It visually reinforces the availability of clothing designed for mobility needs.
Brand goodwill: Demonstrates proactive commitment to diversity, equity and inclusion, which can strengthen loyalty and trust.

Lead in adaptive fashion: Collaborate directly with disabled consumers to expand and refine collections.
Normalise inclusion: Integrate diverse mannequins into standard merchandising, rather than reserving them for specific campaigns.
Inclusive storytelling: Share authentic voices from the disabled community through marketing and content strategies.

Challenges Ahead

Scaling representation: Moving from flagship stores to everyday retail environments.
Industry inertia: The fashion sector has been slow to innovate in adaptive product design and merchandising.
Consumer awareness: Helping customers understand the functionality and benefits of adaptive fashion.

Key Takeouts

Disability inclusion is underrepresented in retail merchandising.
Primark’s seated mannequin is a visible signal of change in adaptive fashion.
The adaptive clothing market represents both a commercial and social opportunity.
Lasting impact requires ongoing commitment, not isolated gestures.