retail news in context, analysis with attitude

Online clothing and footwear retailer Zappos "is launching Zappos Adaptive, a curated collection of functional and fashionable products designed to make life easier for those who have challenges getting dressed," reports Marketing Daily.

According to the story, "The collection features new clothing brands such as 4Ward and Independence Day Clothing, which have items that are fully reversible, soft to the touch, tagless and free of buttons and zippers. Additionally, Zappos Adaptive offers an extensive line of easy-on shoes including slip-on, bungee and cord, hook and loop, diabetic and orthotic friendly options." The move is being supported by "a dedicated customer loyalty team trained to assist customers shopping for products for special needs," the story says, noting that the original incentive was "a single phone call from a customer looking to exchange a pair of shoes for her grandson who was unable to tie his own laces." The inability to provide a viable option led to research that showed that there was "a huge underserved community needing clothing and footwear that is both functional and fashionable.”
KC's View:
I just love the notion of a company discovering an underserved community and then doing something about it. I wonder how many of these invisible and underserved communities of people there are out there, and what kind of impact businesses could have simply by opening their eyes and seeing the possibilities and opportunities.