Primark launches mannequin in wheelchair

Primark introduces a new mannequin specifically designed to represent wheelchair users. This is a first for the chain and a next step towards a more inclusive shopping experience.

More diversity on the shop floor

The model, named “Sophie,” was developed in collaboration with British television presenter and wheelchair user Sophie Morgan. The design process took over a year. With the introduction of this mannequin, Primark aims to showcase a broader range of body types and shapes in the store. In addition to this launch, the retailer is working on a wider assortment of mannequins that better reflects the diversity among its customers.

Primark has long been focused on inclusion. Since January, the fashion chain has been collaborating with British designer Victoria Jenkins, founder of the inclusive brand Unhidden, on a growing range of clothing items that are specifically designed for people with disabilities: think trench coats with a shortened back for wheelchair users, pants with magnetic zippers, and garments with hidden openings for medical equipment, such as ostomies and insulin pumps.

Primark is not solely focused on the lowest price, as its Sales Director Belgium Olivier Crépin will explain at the Retail Marketing Day of RetailDetail, on 25 September in Antwerp. Other discounters, such as Takko Fashion and Action, will also provide insights into their strategy. Tickets can be reserved via the link below.