Penneys’ Pulse Check: Everyone deserves to dress as they wish: New consumer research from Penneys highlights affordability and choice as barriers to fashion for disabled community

• Paralympian Ellen Keane says disabled people should no longer be an afterthought in fashion

• More than 40% of people believe Irish society treats disabled people unfairly

• 60% agree clothing choices are limited for disabled people, and they must adapt clothes to suit needs versus being readily available in store

• Penneys latest Pulse of the Nation Index explores consumer attitudes towards disability and accessible fashion in Ireland

Today Penneys launched the findings of its latest Pulse of the Nation Index, conducted by Amárach Research, which revealed that 40% of the general public believe disabled people are treated unfairly in Ireland. However more than one in five are unaware or simply don’t know, suggesting a significant knowledge gap when it comes to our understanding of the barriers disabled people may face in their everyday lives.

When asked about clothing options for disabled people almost half (49%) of survey respondents said they did not know (or were indifferent) if specialised clothing is more expensive, and a strong proportion (34%) expressed uncertainty or neutrality about whether disabled people have to adapt clothing to suit their needs. However, almost six in 10 people agreed that disabled people face limited options when buying clothes.

The study also highlighted some of the barriers disabled people face in their everyday lives with over half of those surveyed (52%), who are either disabled or have someone in their household who is disabled, struggling to take part in sports and more than one in four (44%) finding it hard to go out and socialise. In addition, more than one quarter (27%) said they have difficulty when using public transport, and over 20% find going out to the shops challenging.

What needs to change?

The Pulse of the Nation research highlighted that affordability needs to be part of the disability debate. Significantly, more than seven in 10 people support a 0% VAT rate on adaptive clothing for disabled people, with the sentiment increasing to nearly 80% among those aged over 65. An overwhelming majority of respondents believe stores should be more accessible for disabled people and that retail staff should receive training to better manage their specific needs. The research also saw a significant desire for retailers to expand their clothing ranges to make more accessible fashion available, with 60% of the public agreeing that disabled people often have to adapt clothing to make it more suitable for their needs.

To launch the latest Pulse of the Nation Index research and open a conversation on disability and inclusive fashion in Ireland, Penneys hosted an event at its international headquarters in Dublin where Minister of State responsible for Disability, Hildegarde Naughton, TD, Paralympian, Ellen Keane, Accessibility Specialist, Dr Shani Dhanda, along with Primark’s Head of Diversity and Inclusion, Charlie Magadah-Williams, took part in a panel discussion to explore accessibility, representation, and the transformative power of adaptive fashion.

Minister of State with Responsibility for Disability, Hildegarde Naughton, TD, who joined the panel discussion at Penneys Pulse of the Nation Index event said: “This research is a powerful reminder that accessibility and inclusion are not luxuries — they are rights. I commend Penneys for not only listening but acting. The introduction of an Adaptive Clothing Range is a tangible step forward, and one that reflects our wider national commitment to building a truly inclusive society.”

Moderating the discussion on disability and fashion, Irish Paralympian and advocate for disability, Ellen Keane, said: “Fashion is such a big part of self-expression — but for so long, disabled people have had to make do or be left out. I remember, as a young girl, realising I’d have to figure out how to put on a bra with one hand—it was terrifying. The Adaptive range at Penneys changes everything. Not only is Penneys making adaptive clothing accessible, but they’re ensuring it’s affordable and stylish, which is so often not the case in the disabled community. This is real progress and I’m proud to stand with Penneys as they lead an important conversation and take real action. The Pulse findings show there’s still a way to go, but the Adaptive range proves that change is possible.”

Also speaking at the event, Charlie Magadah-Williams, Head of Diversity and Inclusion at Primark, said: “We know from this research that there’s still a gap when it comes to inclusive fashion. Our goal with our Adaptive clothing range is to remove barriers and offer affordable, stylish options that meet real needs. This initiative is part of a broader strategy to make our stores and products more accessible for everyone — and we’re just getting started.”

Earlier this year, Penneys unveiled a new affordable Adaptive clothing range for men and women, all with features designed around the needs of disabled people or those experiencing temporary disability. The new range was unveiled alongside plans to improve accessibility for Penneys customers and colleagues, with more accessible products made available, inclusive store environments developed and ensuring diverse representation across its marketing campaigns.