the high street has an accessibility problem?
Now is the time for shops to embrace inclusivity for all, says Sophie Butler
The high street is dead. That’s what we’ve been told time and time again. And with Covid, things have looked hairy at times. But people don’t want the high street to die. It holds a special place in our hearts, a fondness that fulfils our need for face-to-face, physical contact.
While we may be living the ‘new normal’, some things never change. Don’t lie, didn’t you find yourself going to the big Tesco just to touch something – a T-shirt, jeans or even a multipack of socks – in those dark lockdown days? Despite the convenience of shopping online, it can’t offer the tactile experience you get in-person.
Unless, like me, you’re Disabled. Online shopping isn’t just handy – it can be a necessity. While everyone was marvelling at this new way of shopping, Disabled people were thinking, ‘This is the way it’s always been for us.’
When I think of my highstreet experiences as a Disabled woman, I don’t feel particularly welcome: shop-floor walkways poorly organised for navigation, Disabled changing rooms and toilets used for stock storage – and that’s if you can even get in the front door.
Obstacles like these can make or break a Disabled person’s decision to support the high street. It’s like being invited to a party and having the door closed in your face.
So we’ve been turning to online shopping, not only because we don’t have to leave our accessible spaces, but because of the glimmer of representation that online brands are starting to show through their models. Don’t get me wrong, there is still nowhere near enough representation for Disabled people in fashion, but online retailers are starting to offer more than we’ve seen on the high street in years.
This not only allows us to see that these clothes can be worn by Disabled people, but it’s almost like the brand is saying, ‘Hey! We see you. We value you.’ Which elicits an emotional response in me and makes me want to support that company.
The art of representation has been a prominent conversation in recent years, so why can’t this seep into the high street? It’s clear that it needs a reboot to survive, and this ‘new normal’ could be just the spark it needs. Reassess the way shops are organised, how staff are trained and the message being sent to customers. Are they being invited or ignored?
If the pandemic has taught us anything, it’s that we like to experience things in person – and Disabled people are no different in this regard.
So when shops welcome back the 14.1 million Disabled customers, they need to make sure the experience is dynamic and inclusive. Especially if retailers want to tap into the staggering £274bn spending power of Disabled people and our families.