Market Research

Dedication. Expression. Comfort.

There has been various research conducted that there is very limited clothing options the target streetwear aesthetics while also being adaptive to those with disabilities. The purpose of the Desires & Fears adaptive line is to create adaptive wear that is targeted at the young adult who wishes to express themselves through means of fashion without overtly displaying they have a disability. After some extensive research I have found that there is little to no clothing options that are creative and stylish that fit under the streetwear category for those with disabilities.

LANDS END

Lands end is a Wisconsin based company and their mission is comfort they seek to make garments from a wide variety of styles. They have recently made an adaptive wear collection consisting of mens, women's, boys, and girls uniforms for work/school.

Moderate Price Point

25$-100$

Gender Neutral with an International focus

Kids and Adults ages 10-35 in school and the workplace

The biggest advantage Lands End has for this adaptive wear collection is presence within adaptive wear creating work and school clothes for those with disabilities

LOUIS VUITTON

LOUIS VUITTON is French luxury fashion house and company founded in 1854 by Louis Vuitton. Creating various things from haute couture, ready to wear, leather goods, accessories, and many more.

Designer Price Point

400$-8,000$

Gender Neutral with a International focus

Adults ages 25-45

The biggest advantage Louis Vuitton has is their reputation within the fashion industry they are known for their top tier quality pieces.

SEVEN7

SEVEN7 is a brand originally from Europe but now resides in LA, and they create seasonal menswear and womenswear collections most known for their premium denim collections and they have recently created an adaptive wear collection called SEVEN7 ABLE that provides various denim iterations

Moderate Price Point

30$-100$

Gender Neutral with a International focus

Adults ages 20-35

The biggest advantage SEVEN7 has is being a leader in creating jeans with adaptive wear modifications for those in wheel chairs or leg impairments

PLEASURES

PLEASURES is a Los Angeles streetwear brand founded by Alex James in 2015 and the brand is known for its punk and metal aesthetic

Better Price Point

40$-300$

Gender Neutral with a International focus

Teens and adults ages 15-25

The biggest advantage Pleasures has is relatability to consumers they share similar interest and relate to them through social media

OPTIVUS

OPTIVUS is a brand created due to the struggles of a mother who wanted to create something for her son because how hard the process of dress was she wanted to create adaptive wear to provide easier dress for her son and many others with similar conditions to her son.

Moderate Price Point

15$-100$

Gender Neutral with an international focus

Teens and Adults ages 13-30

The biggest advantage Optiuvs has is their ability to create unique streetwear and modify it for adaptive wear users.

STUSSY

STUSSY is a privately owned fashion house founded in the early 1980s by Shawn Study originally for surf wear products due to its location in Orange County California but soon found its way into the skateboarding and Hip Hop scene.

Better Price Point

40$-300$

Gender Neutral with an International focus

Teens and Adults ages 15-25

The biggest advantage Stussy has is their longevity within the streetwear world people always know they have top quality products that they like for a fair price

ELIAS'S PROFILE

"I have worn pants like once since I've lost my leg, which was almost like 5 years ago. I just don't do it. Just because it's a hassle."

Age

DESIRES

When Elias is looking for clothes he prefers shorts because of the ease of dress and comfortability with his daily activities and finds it easy to access his prosthetic leg.

Occupation

Football Coach

Income

40,000$

FRUSTRATIONS

Elias finds that traditional jeans and joggers restrict his movement especially around the knee area making it hard for him to use his full range of leg motion and hard to access his prosthetic leg to adjust it.

Meet the Consumers

ALEX'S PROFILE

"Another issue is if they're too tight around the knee it kind of restricts how I walk in the prosthetic a little bit 'cause it almost holds it in place, which makes it more difficult to get that movement I need in my knee in order to walk."

Age

DESIRES

Alex needs bottoms the are easily wearable that can also adapt to his daily routine while being able to match his aesthetic without having buttons or zippers sticking out.

Occupation

Student

FRUSTRATIONS

Income

20,000$

Alex wants to be able to have full length pant options for the winter time that aren't to restricting on the knee joints.

Rigg's Profile

"I want to try out these different adaptive wear brands but all the styles are the same and there is no uniqueness."

Age

DESIRES

Being a student Rigg wants to find garments that fit to his aesthetic and style that are also adaptable, and he seeks to express himself through apparel without breaking the bank or but still be fashionable

Occupation

Student

Income

15,000$

FRUSTRATIONS

Rigg wants to try out these different adaptive wear brands but thinks most of them are boring and he isn't finding anything that is catered to his needs or aesthetic

VALUE PROPOSITION MAP

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Chart Key

Louis Vuitton

Optivus

Pleasures

Stussy

Lands End

Seven7

Chart Analysis

This chart displays how all of the competitors land on a scale of 1-5 for meeting that specific category which include affordability, inclusivity, ease of dress, aesthetics, and comfort.

Market Research

Meet the Consumers

VALUE PROPOSITION MAP

Chart Key

Louis Vuitton

Optivus

Pleasures

Stussy

Lands End

Seven7

Chart Analysis

Radar chart evaluation