![]() It isn’t about doing things the way you’ve always done them, and then sending them through an “inclusive filter” at the end to make sure you’re covered.īuilding an inclusive brand happens from the inside out. There are a number of things that may have worked well for the brand for many years that they need to abandon or do away with, because they don’t serve their goals from an inclusivity standpoint.īuilding an inclusive brand isn’t about a special campaign here and there. For Old Navy to make these changes to focus on size inclusivity throughout their brand, a lot of change has to happen. Reimagining and sustained transformation go hand in hand. And when you implement changes based upon those insights, they will show up for you too. But when you focus on engaging with your customers for the purpose of finding ways to serve them better, they will give you the insights you need to show up for them. You don’t have to have all the answers when it comes to how to build an inclusive brand. ![]() Old Navy listened to their customers over the years, and used those insights to make changes to their customer experience, pricing, and even how they made bigger sized clothes that look and feel good to their customers wearing them. And that is why it’ll be essential for you to think about how your customers are changing, and then evaluating what your brand needs to do to evolve, change, and grow with them.Ĭustomer intimacy is your unfair advantage. And people evolve, change, and grow over time. ![]() Data shows the average size of women in the U.S. For many brands, the makeup of your customers is changing from a demographic standpoint. It’s just another reminder that “you’re different.”Īs you work to build an inclusive brand that attracts a broader base of customers, particularly those that are diverse and underserved, ask yourself if having them pay more to be your customer is worth the subpar experience you’ll deliver as a result.Ĭustomer intimacy will direct your path. Besides, having customers pay more to get their needs met is often a clear signal that “you don’t belong here” at worst, and “you’re a bit of a hassle for us to serve” at best. Sure, there may be costs associated with serving the unique needs of certain customers, but that isn’t always the case. And when it comes to sizing, larger sizes often cost more. Women have often found themselves subject to the “pink tax” on products marketed specifically to them. ![]() I hate it when I have to pay more for gluten-free items in restaurants. Dealing with those differences, and then having to pay more because of those differences is a double whammy that never feels good. That will help you identify areas in your brand experience that need tweaking to deliver a better experience for all of your customers.ĭon’t penalize customers for being different. Thus Old Navy’s move toward grouping all sizes together makes it clear they want everyone of all sizes to feel like they belong.Īs you think about the customer journey your brand delivers, be sure to evaluate it from the lens of all your customers - including and especially from the point of view of those who different from the masses. That’s why having separate sections for “plus size” clothing doesn’t deliver a positive experience because it reminds customers of their differences, while at the same time calling out those differences to others. Making it so your customers have to raise their hands to showcase they are different, isn’t always the ideal scenario - especially if your customers just want to feel “normal.” While it is great to see more brands being inclusive, the reality is that some forms of inclusion don’t always feel good from a customer standpoint. There is an inclusivity spectrum that shows a broad range of the ways in which a brand can show up for a customer. ![]() As Old Navy decided to focus not just on being more inclusive with the products they were offering, but ensuring the entire experience customers had with their brand was one that wasn’t dependent upon your body shape or size. ![]()
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