Inclusive retail is a trend that has become attractive. Today’s society has become aware of the discrimination suffered by certain groups. Such is the case of racial minorities or the LGTBIQ+ collective, among others. In order to ensure your safety and avoid trouble, you can do a lot.
Why did inclusive retail emerge?
Stores become a place where discrimination against different groups occurs. In many cases, situations occur unconsciously and without seeking a provocation. Prejudices come into play more than is usually believed. This gives rise to certain behaviors. Racial minorities, for example, are often viewed with suspicion in the belief that they could carry out a robbery at any time.
But there are other problems as well. On some occasions, workers refuse to offer discounts or ignore specific people who belong to this or another group. One of those that usually goes unnoticed is the one that corresponds to those identified as neurodivergent. This group is treated in a condescending manner, something that generates discomfort. Therefore, the establishment ceases to be a place where everyone can go without hindrance.
Why is inclusiveness in retail so important?
Given reality, stores have a responsibility that they should not neglect. After all, they can see the flow of customers compromised and it can have a negative impact on their reputation. It should be remembered that consumers have acquired this expectation since it has transcended beyond social movements. Not in vain, the younger generations do not react well to campaigns that they can understand as racist.
Inclusiveness becomes a way to increase brand loyalty. It shows buyers that you aspire to make a positive impact on society. It also makes it clear that there is an awareness from the directive of the problems that occur today. And it does not just stop here, since action is being taken to remedy them effectively.
Of course, it is important not to act in a superficial way or that is interpreted as such. The actions to be taken in terms of inclusiveness must be aimed at solving real problems. Keep in mind that taking a stand just to go with the flow can take its toll. Buyers will prefer the competition, especially if they are doing well.
The Victoria’s Secret case
Victoria’s Secret is one of the brands that has embraced inclusivity with real determination. She has included transgender models in her new angels and those who break with traditional beauty canons. The objective pursued is to turn towards a diverse beauty. Thus, they adapt to the demands of consumers, who demand more inclusion.
It is a significant advance, especially if you take into account the sector to which the brand belongs. In the fashion industry, people with disabilities or who are overweight have been ignored. They are not usually part of parades or monopolize covers of magazines with great print runs. In fact, the aforementioned groups used to be seen as an incompatible element, because it could scare off consumers.
However, the trend has changed and both Victoria’s Secret and Nike or Airie are adjusting to the new reality. They are challenging industry standards and potential backlash from buyers. Despite the fact that at first, their proposal was not well received, little by little they are receiving support. Thus, they have become pioneers, beyond the difficulties inherent in the sector.
How to get an inclusive store?
Making a store inclusive is possible, although the commitment must be firm. To achieve this, the following recommendations should be done:
- Hire a diverse work team. The staff can be a representation of the most discriminated groups. In this simple way, you will generate a feeling of trust between them.
- Train the staff. An alternative to this is for workers to understand the nature of their biases and how to avoid them. To achieve this, training is essential.
- Corporate culture. It is important to avoid discrimination within the business itself. This attitude must be part of the culture and there must be mechanisms to manifest it. A good example of this is the reporting channels or ethical channels, that help curb harmful attitudes.
Achieving inclusive retail is a pending task in many sectors, but it is worth the effort. It is about creating safe spaces where no one feels judged for superficial characteristics. It takes time to get it. Likewise, it requires planning and decision. In this way, we encourage establishments to be welcoming to all users and provide them with articles according to their needs.