RedBubble Adaptive
Diversity and Inclusion Strategy
Role
Brand/ UX Strategist
Project Type
1 week
Project Lenght
Solo
Summary
Redbubble Adaptive explores the potential to expand Redbubble.com into the rapidly growing adaptive clothing market, valued at $285.66 billion in 2021 and projected to go to over $400 billion by 2030. While big brands have made strides in functional adaptive fashion, there is a significant gap in creative, custom, and artist-designed clothing. Redbubble Adaptive aims to fill that void by offering unique, expressive designs tailored to diverse needs.
Key Objectives:
Address the Market Need: Provide adaptive clothing that seamlessly blends functionality with artistic design, offering people with disabilities stylish and custom options that reflect their individuality.
Promote Inclusivity: Build a space where adaptive clothing meets functional needs and empowers personal expression through fashion.
Support Artist Involvement: Allow artists to reach a new market and offer options to disabled fans
Enhance User Experience: Develop accessible product pages featuring adaptive models, creating a seamless shopping experience tailored to this audience's needs.
Current State of Adaptive Market
The adaptive clothing market is growing rapidly, with major brands like Tommy Hilfiger, Target, and Khol’s leading the way. However, while these brands focus on functionality and practicality over individuality, style, and personal expression, leaving a gap for expressive, artist-driven adaptive clothing designs
About RedBubble.com
Redbubble is one of the largest print-on-demand marketplaces, connecting independent artists with customers worldwide. It provides a platform for artists to monetize their designs by turning them into custom merchandise, ranging from tote bags and throw pillows to clothing.
Positioning Statement
For individuals with disabilities and their loved ones seeking stylish and accessible clothing options, Redbubble's Adaptive is the online marketplace that delivers unique, customizable designs created by independent artists worldwide so they can express their individuality and be confident in their clothes because everyone deserves to feel comfortable and empowered in their fashion choices.
Logo Design
The Redbubble Adaptive logo draws inspiration from the Accessible Icon Project, a design activism effort to promote inclusivity. By using this public domain symbol, Redbubble reinforces its commitment to creating an accessible and respectful shopping experience for people of all needs and abilities.
Screen Designs
