JCPenney adds to its adaptive clothing offerings with a new wheelchair line. The push into the underserved market could provide a needed brand refresh.
Apparel retail chain JCPenney debuted a new adaptive clothing line this week with TV writer Jamey Perry for a clothing line designed for women who use wheelchairs.
The apparel includes design elements for women who are mostly sitting, such as three-quarter length sleeves and higher cuffs, snap closures, below-the-knee pockets, no back pockets, among other features.
JCPenney made the collection in collaboration with Jamey Perry, who is a TV writer, actor and athlete, and uses a wheelchair.
“Jamey made it clear how hard it can be for women who use wheelchairs to find outfits that work for dressier moments – weddings, a night out, or an important work event – that are also comfortable and meet their mobility needs,” said Chris Phillips, senior vice president and head of ecommerce for JCPenney. “We took on that challenge together and are delighted to have created a collection that is high-fashion and high-function.”
The line is available in women’s sizes XS-XXL, priced $44-$99 and includes 18 different styles such as blazers, dress slacks, blouses and cocktail outfits. The collection is only available online.
“Once you start solving little everyday problems, bigger problems start to seem more and more solvable,” Perry said.
Adaptive clothing at JCPenney
Since 2021, JCPenney has offered other adaptive clothing from brands including Liz Claiborne, IZOD, St. John’s Bay and Thereabouts.
Adaptive clothing is an emerging category and will be a good differentiator for JCPenney, said Paula Rosenblum, co-founder and managing partner at retail consulting firm RSR Research.
“It’s a superb brand builder, but it will require some patience before that translates to profits,” Rosenblum said.
Rosenblum likens the move to when merchants began offering more plus-size apparel in their lines and using models of varying sizes.
“JCPenney needs a brand refresh and this will help a lot,” she said. “The same way Dove got a boost when it started showing normal sized women in its ads. An old brand suddenly got appreciated.”
JCPenney did not respond to a request for comment.
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