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Charlie Semmence

<p>The European Accessibility Act (EAA) is poised to significantly alter the digital landscape for ecommerce brands by 2025. The Act mandates the adoption of inclusive practices that ensure online content is accessible to all consumers, including those with disabilities. <br data-mce-fragment="1"><br data-mce-fragment="1">This initiative aligns with legal requirements but also opens up a broader market and enhances the overall customer experience.<br data-mce-fragment="1"><br data-mce-fragment="1">Here’s how the legislation will impact fashion brands specifically, and how they can avoid the potentially damaging consequences of non-compliance.</p>
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<h2><strong>An intro to the European Accessibility Act 2025</strong></h2>
<p><br data-mce-fragment="1">Scheduled for full enforcement by 2025, the <a href="https://www.underwaterpistol.com/blogs/ecommerce/european-accessibility-act-2025-ecommerce" target="_blank">European Accessibility Act (EAA)</a> is a directive designed to improve accessibility standards throughout the European Union for people with disabilities. It focuses on expanding social inclusion, securing accessible information for all, and cultivating inclusivity in the marketplace.<br data-mce-fragment="1"><br data-mce-fragment="1">The Act prescribes detailed accessibility requirements for a variety of digital products and services, notably impacting the ecommerce industry, including fashion and apparel brands.<br data-mce-fragment="1"><br data-mce-fragment="1">The EAA’s new regulations will impact all EU member states as well as international organisations that conduct business within the EU.<br data-mce-fragment="1"><br data-mce-fragment="1">Non-compliance with this directive carries the risk of substantial penalties, making it a necessity for businesses to adapt and comply promptly. You can find more information about the Act <a href="https://www.underwaterpistol.com/blogs/ecommerce/european-accessibility-act-2025-ecommerce" target="_blank">here</a>.</p>
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<br data-mce-fragment="1"><strong>How fashion brands will be impacted by the EAA</strong>
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<p><br data-mce-fragment="1">The European Accessibility Act introduces crucial changes that will specifically affect fashion brands. Here are the key areas to focus on to enhance accessibility:</p>
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<br data-mce-fragment="1"><strong>Inclusive visual content</strong>
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<p><br data-mce-fragment="1">Visual content drives fashion ecommerce, however, visually-driven websites present a barrier to users with visual impairments. To address this gap, fashion brands need to implement changes such as adding descriptive alt text to images and providing captions and audio descriptions for videos. <br data-mce-fragment="1"><br data-mce-fragment="1">These enhancements ensure that all users can fully appreciate and interact with the visual elements that are so crucial to the fashion shopping experience.</p>
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<br data-mce-fragment="1"><strong>Accessible product descriptions</strong>
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<p><br data-mce-fragment="1">Fashion items come with unique details that are crucial for making purchase decisions. Brands need to ensure that product descriptions—covering size, material, care instructions, and style—are accessible to all users, including detailed alt text for images and easy-to-read formats for text.</p>
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<br data-mce-fragment="1"><strong>User-friendly interactive features</strong>
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<p><br data-mce-fragment="1">Size guides, colour options, and style selectors must be navigable via keyboard and voice commands to accommodate users with various disabilities. Making sure these features are accessible and providing clear feedback and error handling will enhance the shopping experience for all users.</p>
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<br data-mce-fragment="1"><strong>Simplified ordering and checkout process</strong>
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<p><br data-mce-fragment="1">Your checkout process should be streamlined and intuitive, with clearly labelled fields, high-contrast visuals for those with visual impairments, and simple navigation that does not rely solely on fine motor skills.</p>
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<br data-mce-fragment="1"><strong>Accessible customer service</strong>
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<p><br data-mce-fragment="1">Fashion customers often have questions about fit and style. Providing accessible customer service options ensures that all customers receive the help they need. This might include text-based chat, email, and phone support with clear and slow options for speech.</p>
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<br data-mce-fragment="1"><strong>Penalties for non-compliance</strong>
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<p><br data-mce-fragment="1">The European Accessibility Act isn’t an advisory legislation: it’s written into law. Non-compliance can expose fashion brands to <a href="https://www.underwaterpistol.com/blogs/ecommerce/european-accessibility-act-2025-ecommerce#risks-of-non-compliance" target="_blank">severe penalties</a>, including hefty fines, legal challenges, and significant reputational damage. <br data-mce-fragment="1"><br data-mce-fragment="1">Brands need to be proactive in implementing accessibility features across their digital platforms to ensure compliance by 2025.</p>
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<br data-mce-fragment="1"><strong>An opportunity to innovate</strong>
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<p><br data-mce-fragment="1">Complying with the requirements of the EAA by 2025 is a legal requirement. However, <a href="https://www.underwaterpistol.com/shopify-plus-agency/ux-design-and-research" target="_blank">evaluating your user experience (UX)</a> is also an opportunity to ensure your brand is inviting and accessible to a wider audience. <br data-mce-fragment="1"><br data-mce-fragment="1">We can help you assess your website for EAA compliance and refine your UX to enhance accessibility and user satisfaction across your entire customer base. <br data-mce-fragment="1"><br data-mce-fragment="1"><a href="https://www.underwaterpistol.com/contact" target="_blank"><strong>Get in touch</strong></a> to discuss your accessibility strategy.</p>

How the European Accessibility Act will impact fashion brands