Creating an inclusive and supportive work environment is not just a matter of principle, in retail it is a strategic imperative. At VF, fostering an environment where colleagues can do their best ultimately strengthens the customer experience on the sales floor.
In today’s fast-paced retail landscape, every team member plays a role in facilitating meaningful and memorable interactions. Neurodivergent colleagues, including people with ADHD, autism, dyslexia or Tourette syndrome, bring unique perspectives, innovative problem-solving approaches and special strengths. These enrich teams and promote innovation
However, barriers still exist. From lengthy diagnostic processes to ongoing stigma, many neurodivergent people continue to face challenges that can make it difficult to speak openly about their needs in the workplace. Overcoming these obstacles requires awareness, dialogue and practical tools.
A five-week awareness campaign was launched across VF’s European retail teams in November, led by Valentina Fariselli, Jo McTavish and Ayesha Begum. The initiative included a practical guide with concrete recommendations for action to support team members and customers. In addition, she promoted constructive conversations with managers and deepened understanding of different neurodivergent experiences.
Employees were also invited to share their personal experiences and feedback. This helped identify areas where additional support or resources are required. The response showed a clear need for open dialogue, with many colleagues saying they felt recognized and heard.
For VF, this is a long-term commitment and not a one-off initiative. By embedding awareness in recruiting processes, team management and day-to-day retail operations, the company aims to create an environment in which neurodivergent people can fully develop their potential.
With a sustained focus on understanding, practical support and valuing diverse perspectives, inclusion goes beyond good intentions. It is becoming an integral part of corporate culture and performance in retail.
