Celebrating International Women’s Day with tips for retailer

What do celebrities Kate Moss and Lizzo have in common? Well, in addition to launching successful careers, these two gorgeous women represent the shifting beauty standards of our society. There’s no doubt that the way we perceive beauty is heavily influenced by the examples we’re exposed to in the media and on the runway, which also impacts the clothes we end up seeing in stores. 

Today’s shoppers of any gender want clothes that truly represent them in style, size, and attitude. Brands that were considered shoppers’ holy grail are now being criticized and ostracized for their lack of sensitivity. 

This International Women’s Day, we’ve decided to celebrate the winds of change and take a closer look at how the fashion industry shifts into a more inclusive and body-positive era. Here are 3 changes worth noting:

Getting personal

Just like many other changes we are faced with today, the source of it all seems to be the social media revolution. Nowadays, our heroes are no longer out-of-reach celebrities but instead are the next-door social media influencer and blogger. 

PR-polished interviews are replaced with direct communication, and our sentiment towards influencers is based on a lot more than appearance. Popularity can rise and fall based on how much we like certain influencers and how strongly we feel that their personality represents us and what we relate to. When we see the long list of celebrities who shared their negative encounters with designers who refused to dress them for major events, mainly because of their size, we empathize with the rejected celebs which only makes us like them more. 

Instead of presenting us with flawless images, we want brands to celebrate our flaws with pride. The message to fashion companies is to get real and personal. 

Size up

Speaking of size, before our lives turned into an endless feed-scroll, shoppers who weren’t offered enough options by fashion retailers had very little to do in the matter. They themselves were expected to change in order to fit into the limited size range in stores, and those who didn’t were ashamed and/or unheard. 

The tables have turned, and unhappy customers now have a voice and a platform for speaking up against non-inclusive retailers and designers. Instead of one-size-fits-none, stores are expected to offer a variety of sizes and styles to match shoppers’ bodies and personalities, and brands are asked to create more inclusive ads. The message to retailers is: People first, clothes after. 

Values for money

Retailers who fail to keep up with recent changes find themselves dealing not only with unhappy customers who couldn’t find clothes their size but with an overall damaged reputation. Customers’ brands of choice are considered a reflection of their values, not just their bank account. 

Wearing brands that are associated with insensitive views is a clear social don’t, and since everything we wear instantly finds its way to the unforgiving social feeds, these are mistakes that shoppers wish to avoid at all costs. Brands today are expected to be socially aware, politically correct, body-positive, cruelty-free, sustainable, inclusive and more. Sounds exhausting? Just think about dealing with a never-ending PR crisis instead and take your pick. 

Now what?

Here are a few actionable tips for retailers who wish to address shoppers’ concerns: 

• Know who you are: Establish a list of company values that go beyond revenue-oriented business goals. Think of how your image is reflected in the way you treat customers, employees, and the environment. If you believe you’ve done a good job at that, consider launching a campaign to let the world know what you stand for. 

• Move fast: Quickly address the latest trends and deliver clothes that reflect buyers’ fast-shifting interests. Also, promptly back out of unfortunate decisions. 

• Small graces: Create smaller collections to keep things agile, show the versatile nature of your brand, and refrain from over-stocking on items that quickly become irrelevant. 

• Stay in touch: Not sure what your audience wants? Ask! Get direct feedback from customers and really listen to what your audience has to say. There’s no better advice. 

By embracing a #WearYourStory vibe and implementing these tips, you can turn every buyer into a company ambassador and every social media feed into your very own endorsement campaign. Overall, these and other changes reflect a positive transformation in our society that we should all celebrate. Have an impactful International Women’s Day, everyone!