Fashion Scholarship Fund 2026 case study
B3 (Beautiful, Brave, Bold) Adaptive Apparel for teen cancer patients
Develop a forward-thinking merchandising concept for the Fashion Scholarship Fund (FSF) 2026 Case Study under the theme “Fashion Across Industries.”
The challenge was to identify an underserved market opportunity and create a strategic, financially viable, and brand-aligned solution that bridges fashion with another industry.
The Ask
The Proposal
I proposed a collaboration between Old Navy and St. Jude Children's Research Hospital to launch “Beautiful, Brave, Bold”, the first affordable adaptive apparel line designed specifically for teens undergoing cancer treatment.
The Team
This was an independent case study.
Trend Forecasting & Market Research
Merchandising Strategy & Assortment Planning
Consumer Insights & Persona Development
Financial Planning (Sales, IMU, Markdown Strategy)
Brand Partnership Strategy
Visual Merchandising & Retail Experience Design
Storytelling & Purpose-Driven Branding
Skills Used
The Process Pt. 1
This project began with a personal connection to the problem I was already interested in researching. Through my own experience watching my sister fight pediatric cancer, I saw firsthand how deeply clothing impacts comfort, confidence, and identity during medical treatment. What should be a simple daily choice, such as getting dressed, can become physically difficult and emotionally overwhelming. Clothing becomes medical rather than expressive, yet it is still not medically functional.
That experience stayed with me and shaped how I approached this case study. When I began exploring the adaptive apparel market, I noticed a clear gap: while adaptive fashion is growing, most solutions are designed for either young children or adults. Teenagers (ages 13–18) are largely overlooked, even though this is the age group most focused on identity, self-expression, and social belonging. This insight led me to a key question:
How might fashion support both the medical needs and emotional identity of teens undergoing cancer treatment?
From there, the opportunity became clear: to create a solution that blends function and fashion, restoring dignity and confidence through clothing designed specifically for teens in treatment.
Identify the Opportunity
Consumer & Industry Reseaerch
I analyzed:
Adaptive apparel competitors such as Tommy Hilfiger
Gen Z consumer behavior (self-expression through fashion)
Emotional and physical challenges faced by teen cancer patients
This led to a key insight:
Teens don’t just need functional clothing, they need clothing that restores confidence and identity.
I selected:
Old Navy for its accessibility, affordability, and national reach
St. Jude Children's Research Hospital for its credibility, patient access, and mission alignment
Together, they create a solution that is both scalable and meaningful.
Brand Strategy & Partnership
The Process Pt. 2
Product & Assortment Design
I developed a full adaptive collection featuring:
Port-access panels and hidden zippers
Sensory-friendly fabrics and tagless seams
Adjustable waistbands for weight fluctuation
Gender-inclusive, age-appropriate styles
Garments feature minimal or soft seams and heat stamped labels to prevent irritation. All are adaptable for maximum comfort. Sizes range from XXS - XXL.
Design focus: comfort, functionality, and confidence
The Process Pt. 3
$1.9M projected sales plan
20 pilot stores near children’s hospitals
Pricing between $18–$36 to ensure accessibility
5% of proceeds donated to St. Jude
Financial & Retail Strategy
Launch aligned with Childhood Cancer Awareness Month (September)
In-store storytelling and inclusive mannequins
Digital experience featuring real patient stories
Campaign: #BeautifulBraveBold
Marketing & Experience
The Outcome
Outcome/Impact
Key Takeaways
This experience reinforced my interest in purpose-driven merchandising and showed me how personal perspective, when combined with research and strategy, can lead to meaningful industry solutions.
This project demonstrates how fashion can move beyond aesthetics to solve real human needs through thoughtful merchandising strategy and collaboration.
Identified and validated an underserved market within adaptive apparel for teens
Developed a scalable brand partnership model between retail and nonprofit sectors
Strengthened my ability to merge financial strategy with human-centered design
Translated personal insight and research into a commercially viable concept