Adaptive apparel advocacy : a case study exploring how Mindy Scheier catalyzed the adaptive apparel market

The purpose of this study is to gain an in-depth, holistic, and contextualized understanding of how Mindy Scheier catalyzed the adaptive apparel market by exploring her role as an adaptive apparel advocate and her collaboration with Tommy Hilfiger(R), to launch a first-of-its-kind adaptive apparel line, Tommy Adaptive. The recent interest of apparel brands to embrace the PLWD consumer suggests a possible shift in the apparel industry toward an inclusive approach to fashion. A single, main case study design was used to examine the phenomenon. The study found that Scheier was motivated to become an advocate for the adaptive apparel market by the apparel needs and challenges of her son. This motivation led Scheier to engage in an in-depth consumer market and design innovation research to gain knowledge of the apparel needs and challenges of PLWD. This knowledge led to a collaboration with a supply chain partner, which led to the first-of-its-kind mainstream fashion-forward adaptive apparel line with Tommy Hilfiger(R). The study also found that Scheier sacrificed her career goals, her income, and her dignity to ensure adaptive apparel went mainstream in the apparel industry. The study's findings have contributions to the Social Model of Disability, MRCS, R-A, and GSCM theory and implications for apparel brands and entrepreneurs wishing to enter the adaptive apparel market as well as for policymakers, and apparel researchers.