INCLUSIVE ADAPTIVE CLOTHING

B U S I N E S S M O D E L C A N VA S

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By Gladwin Joseph E

MIT ID, Pune
M.Des Fashion Management and Marketing

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 ABSTRACT

The study is aimed at analysing the Business Model Canvas for Inclusive Adaptive Clothing. It
delineates different components forming Adaptive Clothing business model, it analyses interactions
between those components in order to identify the key constituents that could shape and drive the
business. The chapter one outlines a brief introduction about the business and its growth. Whilst the
second chapter summarises different components forming the business model. As a result, Chapter tree
proposes a Business Model Canvas for Inclusive Adaptive Clothing, and probes different interactions
between its components of the business.


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 INDEX

Chapter 1: Introduction ......................................................................................................................................4

1.1 Consumer Profiling
1.2 Target
1.3 Market Analysis
1.4 Potential Customers
1.5 Key Players
1.6 Problem that Needs to be Solved
Chapter 2: Executing Ideas for the Business .....................................................................................................9
2.1 Problem Recognition
2.2 Problem Recognition Analysis Method
2.3 modifications made for Inclusive clothing
2.3.1 Clothing for Vision Impairment
2.3.2 Services for Intellectual Disability
Clothing for Alzheimer’s
Clothing For Dementia, Retardation or ADHD
2.3.3 Clothing for Autistic Kids and Adults
2.3.4 Clothing for Parkinson’s Disease and Arthritis
2.3.5 Clothings for Wheelchair users
2.3.6 Common Clothing Solutions for Specially-Abled
2.3.7 Adaptive Clothing: Fashion Meets Innovation
2.4 Conclusions
Chapter 3: Nine Building Blocks .....................................................................................................................19
3.1 Customer Segments
3.2 Value Proposition
3.3 Channels
3.4 Customer Relationships
3.5 Revenue Streams
3.6 Key Resources
3.7 Key Activities
3.8 Key Partnerships
3.9 Cost Structure
Business Model Canvas ...................................................................................................................................29
Conclusion .......................................................................................................................................................31
Bibliography
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CHAPTER 1:

INTRODUCTION



Overview: The Current state of Adaptive clothing market is specialised in modifying to enable easier
dressing for people with a disability. And, what is driving its growth ? - The clothing is modified to
emerging commercial technologies across various verticals that help people with a high degree of
disability and their carers or to assist individuals with a lower degree of disability to dress independently.

The global adaptive clothing market has been rising at a faster rate with significant growth rates
in recent years, and it is expected to develop significantly in the forecasted era, i.e. 2020 to 2027.


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1.1 CONSUMER PROFILING

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1 . 2 TA R G E T

Overview: 

Targeted to the Indian Consumers having mobility and visually impaired disabilities who would also
wanted inclusiveness and functionality purposes on their clothing.

Demographic:

The business will be targeted to age groups from 5 - 45 Years old, to all genders and to upper middle class
segment.

End Users

• Differently- abled Adults

• Differently- abled Children

• Visually Impaired


Product Categories

• Home Wear

• Casual Wear

• Office Wear

• Evening wear


Product Sub Categories

• Adaptive Dresses

• Adaptive Tops

• Adaptive Trousers

• Adaptive Shoes

• Accessories

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Product Types

• Outer Wear

• Active Wear

• Tailored Clothing (Suits)

• Social Wear/Special Occasion Wear

• Casual Wear

• Uniform and Workwear

• Under Garments

• Sleepwear

1 . 3 M A R K E T A N A LY S I S

The global adaptive clothing market has been rising at a faster rate with significant growth rates
in recent years, and it is expected to develop significantly in the forecasted era, i.e. 2020 to 2027. Another
major factor expected to drive growth of the target market is increasing initiatives done by various
manufacturers to reduce the difficulties faced by the elderly population in terms of dressing up, by
manufacturing creative apparels such as shirts with magnet buttons, pants with Velcro, and so on, which
enable elders as well as caretakers dress up easily.

The statistic depicts the market value

of the global adaptive apparel market
from 2019 to 2025. In 2019, the
global adaptive apparel market was
valued at 271.88 billion U.S. dollars.

Figure 1.3 Global Market Size

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1.4 POTENTIAL CUSTOMERS

Adaptive apparel is a clothing made for people with physical disabilities, the elderly, and patients
recovering from surgery. Since they have trouble dressing and undressing themselves, these people
choose adaptive clothing.

Hospitals have a strong demand for adaptive clothing because it makes it easier for caregivers,
nurses, and hospice workers to undress and dress patients. Patients with illnesses like arthritis,
paraplegia, and quadriplegia tend to wear adaptive clothing. Clothing is necessary for patients to receive
care.

1 . 5 K E Y P L AY E R S

• Silvert’s Adaptive Clothing & Footwear

• Izzy Camilleri

• Adaptations by Adrian.

• Buck & Buck Clothing

• PVH Corp

• Able2 Wear Ltd

1 . 6 P R O B L E M T H A T N E E D S T O B E S O LV E D

It’s a problem that only a few brands and designers are attempting to make adaptive clothing in
India. The concept isn't very popular simply because demand is limited to a specific demographic.

These customers usually go to boutiques or tailors and have their clothes customised. Most
regular tailors are capable of understanding specific requirements and working accordingly.

Another Gap that needs to be resolved here is, There are very less or no offline retailers in the
vicinity. Hence, Brand awareness, word of mouth, and gaining trust from consumers is a bigger task.

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CHAPTER 2:

EXECUTING IDEAS FOR THE BUSINESS



Overview: First and foremost the business idea will be looked from a consumer's perspective and
examine maximum NEGATIVE points about the idea as possible. By this, there will be a business idea
that can make a change to the category depending upon customer’s preferences. Once the negative points
are analysed, the process is to INVERSE all these problems by seeing what steps are needed to avoid this
failure. This will bring one step closer to SUCCESS.

Objectives of the Business:

1. Profit: The primary objective of business is to make profits by identifying the issues and effectively
serving the needs of Specially-Abled customers. Profits is the primary motive to have a well
established enterprise

2. Social Objectives: The objectives are desired to be achieved for inclusivity and benefits for
specially abled consumers in the society.


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2.1 PROBLEM RECOGNITION

ACTIVE PROBLEMS - Majority of specially-abled consumers falls under this category of

problem recognition. An active problem is when a consumer is aware of or will become aware of
their constraints in normal course of events.

Marketing Strategy: The strategy is to convince the consumers the brand has a superior
solutions to their existing constraints and can also be customised in course of time.

The Method that has been used to discover the problems of specially-abled Consumers


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2 . 2 P R O B L E M R E C O G N I T I O N A N A LY S I S M E T H O D

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2 . 3 M O D I F I C AT I O N S M A D E F O R I N C LU S I V E C L O T H I N G

A variety of changes have been made to traditional garment designs. To solve sensory concerns,
it may be necessary to replace buttons and shoelaces with velcro, place closures on the rear of garments
rather than the front, and create clothing from particular fabrics.

Additional adjustments that make life easier include front-closing bras, side-opening jeans, and
seamless socks. Other adaptive clothing options include tag-less shirts and weighted vests, as well as
compression leggings. Adaptive clothes can also be custom created to accommodate individual
differences.

2 . 3 . 1 C L O T H I N G F O R V I S I O N I M PA I R M E N T

People with severe sight loss are called ‘visually impaired’ characterised by irretrievable sight
loss. Touch is the most dominant sense used to identify the living and non living things among visually
impaired persons.

Clothing Solutions: The type of

clothing can be identified from the
braille descriptions, and braille label
tags that are sewn into the apparel.

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 2 . 3 . 2 S E RV I C E S F O R I N T E L L E C T U A L D I S A B I L I T Y

C L O T H I N G F O R A L Z H E I M E R’ S

Alzheimer patients are often depended on their caretakers for dressing. They forget the steps to
wear clothes, inner wears, and mostly mis match their clothing style.

Clothing Solutions: The business idea for selling clothes to minor memory loss for Alzheimer’s patient
is being ‘Self Dependant.’ This can be done by depicting the description tags on to the clothing. I.e
numbering the steps. In simple words, The patient needs to follow simple dressing steps.  If the patient
has major memory loss then the services is given to the caregivers by providing dresses that have more
snaps for easy openings and closings.

2
2 If the patient can dress independently
or with minor assistance, then the idea
is to show number tags wherever the
closures is, this makes the activity of
dressing easier. Fewer steps mean the
more probability of success in dressing
for everyone.
1

1 2

If the patient have long term memory loss and dependent on caretakers -
1
Clothings that have single openings in the backside that are easy in donning and
doffing. 

1

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 C L O T H I N G F O R D E M E N T I A , R E TA R D AT I O N O R A D H D

Patient with mental disability struggle with finding proper clothing. These Clothes need to be
functional, comfortable, and easy to put on and remove. Even the colour of clothes matter for mentally
disabled patients.
2
Clothing Solutions: Clothing is designed so
that it can be slipped on and fastened from the front,
back or side. This makes the caretakers in easier to
dress if they are seated, lying down or can’t lift arms
or legs. This category contains neutral toned coloured
clothings, white or pastel shades that gives a calming
mood.

2 . 3 . 3 C L O T H I N G F O R AU T I S T I C K I D S A N D A D U LT S

One of the symptoms of autism is sensory processing dysfunction. Refusing to wear certain
clothes are a common trait seen in autistic kids and adults. This can be frustrating for both - patient and
parent or caretakers. However, the patient is experiencing discomfort and even pain while wearing non-
sensory friendly clothing.

Clothing Solutions: The

clothes do not have tags, they have
flat seams, and are made of a cotton-
blend for maximum comfort. Hoodies
and pants have side openings with
either zippers or snap buttons for easy
on/off wear. Some denim pants have
back elastics and are wheelchair-
friendly.


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 2 . 3 . 4 C L O T H I N G F O R PA R K I N S O N ’ S D I S E A S E A N D A RT H R I T I S

Over time, Parkinson’s and Arthritis make it difficult for a patient to perform self-care tasks.
Particularly, dressing becomes an increasingly frustrating and challenging task. It takes more time than
normal and often required the assistance of others.

Clothing Solutions: Easy Closures

with hidden magnets and wrinkle resistance
cotton fabrics. Patients with lower limb
mobility issues have slip-on pants with
easily adjustable drawstrings. Magnetic
Closures beneath the sleeves for patients
with upper arm mobility issues. Dresses
with secured shoulder snaps or stretchy
elastic arm openings for easy donning and
doffing process.


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 2.3.5 CLOTHINGS FOR WHEELCHAIR USERS

Clothing for wheelchair users needs to be comfortable, easy to put on, non-restrictive and look
good. Clothing for wheelchair users also has to be "user friendly" in that toileting and other needs for
personal care should not be cumbersome to carry out. Unsuitable clothing may not just impact a
wheelchair users comfort but also their health. For example, garments that are wrinkled, creased or
which have pronounced seams can exacerbate, or cause, pressure sores or ulcers. There are other
practicalities to take into consideration too.

Clothing Solutions: Side openings in trousers and skirts allow wheelchair users to dress in bed,
or in a laying down position.

Fastenings such as hooks and Velcro are often easier to use than buttons and zips. Combine
these with adjustable elasticated sections to ensure increased user comfort and easy dressing.

Softer fabrics, which can still withstand the rigours of regular washing, although synthetic
materials should generally be avoided as moisture cannot wick away easily with these types of fabric.

Pre Draped sari that can be worn easily without any physical movement.

Adaptive Jeans

Pre Draped Sari for occasional wear

Back Openings
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2 . 3 . 6 C O M M O N C L O T H I N G S O L U T I O N S F O R S P E C I A L L Y- A B L E D

Sensory Friendly and easy to wear Kidswear

Hidden Rivets

Side Velcro Openings

Side Fastener Pants Easy to Wear Shorts

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 2 . 3 . 7 A D A P T I V E C L O T H I N G : F A S H I O N M E E T S I N N O VA T I O N

Wearable technologies can be innovative solutions for healthcare problems.Wearable

technologies enable the continuous monitoring of human physical activities and behaviours, as well as
physiological and biochemical parameters during daily life. The most commonly measured data include
vital signs such as heart rate, blood pressure, and body temperature, as well as blood oxygen saturation,
posture, and physical activities through the use of electrocardiogram (ECG), ballistocardiogram (BCG)
and other devices.

Sensors can be embedded into the clothing or accessories.  A smartphone is typically used to
collect information and transmit it to a remote server for storage and analysis.

Clothing Solutions: Biometric Sensors, Novel Materials and Textiles, Smart Clothing and
Tracking Sensors. Electronic skins that contain sensors that conform directly to the skin, shape memory
polymers for clothing that adapt to their external conditions, and the integration of AI with clothing to
enable independent living (medication adherence, medical alerts, etc.).

Wearable Technology
Smart Clothing

2.4 CONCLUSIONS

Adaptive fashion for all types of special needs and considering to experiment with new styles
and patterns to meet the demands of the fashion-conscious specially-abled consumer could bring a one
shop for all kinds of needs. True innovation alters the way businesses are running. Involving with various
AI technology and adapting to the requirements of a specially abled consumers is a game changer rather
than modification of an existing product.

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CHAPTER 3:

NINE BUILDING BLOCKS



Overview: There are nine building blocks that describe and assess a business model: customer segments,
value propositions, channels, customer relationships, revenue streams, key resources, key activities, key
partnerships, and cost structure.

The Canvas functions as a guide, and cannot contain too many details. It’s meant for quick
communication between the business men and their partners . Besides, it functions as an analytical tool
and has the capacity to structure the business thoughts and direction.


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3.1 CUSTOMER SEGMENTS

Customer Segment
Adaptive clothing is specifically designed for

Targeted to the Indian Consumers having Seniors, Specially-abled, people with limited
mobility , Intellectual and visually impaired mobility (temporary or permanent), the infirm,
disabilities. Targeted to the customers that
post-surgery patients and patients undergoing
would also wanted inclusiveness and
various medical treatments, children and adults
functionality purposes on their clothing.
with special needs, people who may have difficulty


dressing themselves independently due to
End Users
different conditions such as multiple sclerosis,
• Differently- abled Adults
Parkinson’s disease, arthritis, quadriplegia and
• Differently- abled Children
• Geriatric Patients paraplegia, people who are suffering from the
repercussions of a stroke, and individuals who
Target:
need sensory-processing accommodations.

• Customers Looking for affordable and valued

Adaptive clothing also makes dressing and
adaptive clothing with good value and quality.
undressing patients easier for caregivers, nurses

• Specially-Abled customers who are looking and hospice staff.


inclusiveness and functionality in their
clothing .

• Customers who are concerned with safety and

accessibility.

• Niche Market segment of customers.

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3 . 2 VA L U E P R O P O S I T I O N

Value Proposition

• AESTHETICs- Custom, Modernisation

of Designs, Rebranding of Disability This Fulfils an entirely new set of needs that
specially-abled customers previously didn't
• PROTECTION- Monitoring on Human
perceive because there was no similar value
Activities like Walking, Bending, Fall
proposition of other adaptive clothing brands.
Preventing & Lying.
The key proposition is also focused on export
• OPTIONS- More options depending on
efforts on the top six markets – Germany, the
their types of disability.
Netherlands, France, the United Kingdom, Spain
and Italy – because they constitute the biggest
• COSTING- Affordable Pricing range
apparel markets in Europe, with the largest
targeted towards middle class segment.
volume of disabled and elderly customers and with
• TECH DEVELOPMENTS- Providing a high purchasing power.

tracking sensors, Smart Clothing etc

• O2O (Business Model) - Finding

Potential customers through online
and make purchases in brick-and-
mortar stores.

• PRICE - Offers a similar value price of

other adaptive clothing brands but
slightly higher for technology based
products.

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3.3 CHANNELS

Channels

Physical Channels -

• In - Store Sales

• In - Person Sales

Virtual Channels -

• E-Commerce Website

• O2O Commerce

The company communicates with both physical and virtual platforms to reaches its Specially-
Abled Consumers. The objective is to develop authentic relationships that leads to trust and customer
loyalty. Channels are typically direct and indirect and has five phases: awareness, evaluation, purchase,
delivery, and after sales.

• Awareness: Word of Mouth and Social Media Ad Campaigns

• Evaluation: Customer Feedbacks

• Purchase: E Platform and Brick & Mortar Store

• Delivery: In-Store Purchase and Home Delivery services.

• After Sales: Customer Assistance and Return Policy.


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3 . 4 C U S T O M E R R E L AT I O N S H I P S

Customer Relationship

Personal Assistance

• Face to Face Human Interaction.

• Communication Services after the

sale.

Automated Services

• Automated Services on E Platforms

l i ke ‘ Re c o m m e n d e d Pr o d u c t s ’
services and Automated responses.

These customer relationships strategies will heavily impact specially-abled customer to have an
hassle experiences. The objective to shape the relationship of the consumers and to design the best
experience for them as possible. This extends the brand personality across everything the company had to
offer, including communication touch-points.

The platform will be partnered to have a CRM software with “SalesforceCustomer360” for
implementing best practices of handling customer relationship. 


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3.5 REVENUE STREAMS

Revenue Stream

Transaction revenues resulting from one-

time customer payments.

Primary Revenue comes from the sales.

Recurring the revenues from ongoing

payments to either deliver a Value
Proposition to customers or provide
post-purchase customer support

Revenue Stream is a Key Performance Indicator (KPI) for the business. Analysing the company’s
performance in terms of revenue is always one of the crucial tasks.  Therefore, an analyst will be placed,
who would be able to recognise the different revenue streams from which the company generates cash
and interpret the revenue figures on financial statements.

Understanding the revenue stream enables a financial analyst to realize the pattern of cash
inflows, and therefore be able to quickly observe unusual movement or changes in revenue trend, and
identify the causes.  This is when an analyst performs financial analysis and provides a meaningful
explanation for variances.

Recurring revenue is the most predictable income to a business because it is expected that the
cash inflow remains consistent with a stable customer base (Cash received from Primary Revenue). 


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3.6 KEY RESOURCES

Key Resources

Physical: Manufacturing unit, Logistics,

sewing machines, computer systems,
point of sales systems, & distribution
networks.
For Adaptive Clothing business, It is to be
Intellectual: Proprietary knowledge, considered all of the different types of resources
understanding competitors strengths (physical, financial, human, and intellectual) and
and weaknesses, competitors offerings, laid them out in a resources assumptions
and customer database are some of the spreadsheet.
Intellectual resources.
The estimated resources will be based on the
Human Resource: Fashion Designers, research through various databases and expertise
communication designers, experience in involved in understanding the needs to develop
handling customer calls, UX & UI the clothing business.

Designers.

Financial Resources:

• Using Funds provided by various

organisations in expansion of the
brand

• Venturing Capitals and Investors

• Crowdfunding
• Loans

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3.7 KEY ACTIVITIES

Key Activities

For Value Proposition

• Logistics
• Manufacturing Unit
• Maintenance

For Channels
• Marketing
• Store Equipments
• IT Softwares - (ERP & MIC)

The Main objective of key activities of the Adaptive Clothing company is to fulfil its value
proposition like - Logistics, Manufacturing Unit, and Maintenance, and the channels reaching its
customer segments to sustain its customer relationships and ultimately creating a long-term revenue
streams.

Hence, The company relies heavily on its 3rd party contracts which will list its channel
management as a key activity. The business will lend more significance to activities such as continuous
research to understand their users better as well as constant innovation in developing Smart wearable
technology.


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3 . 8 K E Y PA RT N E R S H I P S

Key Partners

• Manufacturers, Fabric Dealers, and

Raw Materials: Billoomi Fashion Ltd
• Investors: Medtronic, Johnson &
Johnson
• Sustainable Suppliers- Faborg Co
• Tie up with AI (Medtronic & FitBit)
for Integrating AI Clothing for
Biometric Monitoring in the clothes.

The adaptive clothing company would need to partner with quite a few number of entities to be able to
operate effectively. The general list of partners the store would need would include:

- Manufacturers, Investors, Sustainable Suppliers, and Partnering with AI Technological labs.

The company builds partnerships with them in order to optimise the business, reduce risk, and gain
resources by fulling the needs of customers and maintaining the business’s value proposition.


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3.9 COST STRUCTURE

Cost Structure

(Value Driven)

• Capital Investments

• Manufacturing Costs

• Licensing Costs

• Marketing

• Labor Costs

The Adapting clothing business structures is focused on providing more on value and inclusivity
through premium offerings and services. This cost structure for the business embrace a value-driven
structure focusing on customer intimacy and high-end components to create premium products.

This strategy is characterised by complete focus on the creation and delivery of a high value,
value proposition which is highly customised to the customer segment’s preferences. This approach
focuses on a highly personalised and tailored service that really focuses on minimising  Customer
Pains and increasing their Gains.


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BUSINESS MODEL CANVAS


INCLUSIVE ADAPTIVE CLOTHING

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 I N C L U S I V E A D A P T I V E C L O T H I N G - B U S I N E S S M O D E L C A N VA S

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 CONCLUSION
Niche marketing isn't the same as "regular" marketing; it generally requires a completely
different approach to how spread the word on what a company is selling.

Adaptive fashion for all types of special needs and considering to experiment with new styles
and patterns to meet the demands of the fashion-conscious consumer could be a right solution for this
problem rather than focusing only one particular segment. By Involving with various AI technology and
adapting to the requirements of a specially abled consumers is definitely a game changer rather than
modification of an existing product. Involving AI Technology to gain more international consumers.


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 BIBLIOGRAPHY

Associated Press. (2020, March 27). [Recent PDF] Adaptive Clothing Market Challenges, Trends and
Key Players Analysis. AP NEWS. https://apnews.com/press-release/wired-release/
c566fb74a88cc5cde2bc1262290d6cfc.

Black, S., Gardner, D. G., Pierce, J. L., & Steers, R. (2019, February 27). Business Model Canvas.
Organizational Behavior. https://opentextbc.ca/organizationalbehavioropenstax/chapter/business-model-
canvas/.

The European market potential for adaptive apparel. CBI. (n.d.). https://www.cbi.eu/market-
information/apparel/adaptive-apparel/market-potential.

Matchar, Emily. “Designing ‘Adaptive Clothing’ For Those With Special Needs.” Smithsonian.com,
Smithsonian Institution, 8 May 2018, www.smithsonianmag.com/innovation/designing-adaptive-
clothing-for-those-with-special-needs-180968976/.

Iwaya, Tsutomu, et al. “Characteristics of Disability in Activity of Daily Living in Elderly People
Associated with Locomotive Disorders.” BMC Geriatrics, BioMed Central, 26 July 2017,
bmcgeriatr.biomedcentral.com/articles/10.1186/s12877-017-0543-z.

“Global Adaptive Clothing Market Size, Share: Industry Report 2027.” MarketResearch.Biz,
marketresearch.biz/report/adaptive-clothing-market/.

“Adaptive Clothing Now at Your Doorstep, Thanks to These Indian Fashion Brands.” Newz Hook -
Changing Attitudes towards Disability, 10 May 2019, newzhook.com/story/21023/.

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