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Dextwearity
Nike Swim
Target Consumer
The target consumer is a woman in her 30s to 40s who leads a wellness-focused lifestyle in the Pacific Northwest. She finds peace and balance through swimming and time spent outdoors, often accompanied by her service dog. Living with low dexterity in her hands, she values comfort, independence, and thoughtful design that supports her active and mindful way of life.
Concept
This concept reflects the quiet harmony between the constructed and the organic. It draws the viewer inward through spaces shaped by both human design and natural forces, inviting exploration, transformation, and a sense of wonder for what lies just beyond reach.
Swot Analysis
Strengths
- Brand reputation and loyalty
- Product Quality, Reliability, Durability
- Commitment to innovation
- Commitment to sustainability
Weaknesses
- Performance driven aesthetic
- No adaptive apparel
- Limited product versatility
- Product failure
Opportunities
- Provide product for people with disabilities
- Versatile apparel options
- Improve Closures
Competitive Brands
Threats
- Patents on accessible designs
- Competing adaptive brands
Patti and Ricky
Colette Tankini Top: $65
Colette Bikini Bottom/Skirt: $50
Lydia Adaptable Belt
Bikini Bottom: $100
Wow Ease
Cheetah Queen O-Ring Maillot: $95
Slip On Swim
Regular Leg Style Swimsuit: $95
Research
What is Dextarity?
•The ability to perform delicate hand manipulations
•When a person loses or does not develop fine motor
coordination, this can be called poor hand dexterity
•Good dexterity requires all of the following:
• Steadiness
• Muscle control
• Discrete muscle movements - independently moving
each finger
•Fine motor disability is an inability or impairment of a person to
perform fine motor skills requiring manual
dexterity
Consumer Opportunity
• Disabled community is the biggest minority group in the world at about 1.3
billion people, or 16% of the population (World Health Organization)
• Only minority group that anybody can become apart of at any time
• Four times as many women than men have multiple sclerosis (National Multiple
Sclerosis Society)
• One in five women will have a stroke (American Stroke Assosciation)
Consumer Research
•Front closures are easier to put on than back or side
closures
•Zippers and elastics are ideal closures
•Quick drying, lightweight, and soft fabrics are easiest to get
on and off
•Takes 10 minutes to get swimsuit on and off the body
Final Product
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