It’s a topic that the fashion industry can no longer ignore: The demand for diversity and inclusion in fashion is increasing. Companies react to this with marketing strategies, but still often seem to miss the mark. Farah El Bastani and Hamza Ouamari, who specialize in inclusive marketing, explain all Do’s and don’ts in their webinar Inclusive Marketing in Fashion: Why Should You?organized by Creamoda – the fashion association representing Belgian fashion brands and clothing companies.
According to the two experts, inclusion is a topic that is reflected in every industry, including the fashion industry. “If the fashion industry isn’t inclusive, people don’t feel valued because they don’t belong to the ‘norm,'” says El Bastani, who works as a stylist and creative. The lack of representation of certain groups, such as people with disabilities, makes them feel unseen or not valued. This leads to low self-esteem and less self-confidence, she continues. “The fashion industry needs to make everyone feel seen and understood.”
Inclusive communication has many descriptions, but it’s mostly about eliminating (unconscious) discrimination in marketing strategies, says Ouamari, who teaches inclusive marketing and strategy. “Inclusion is about how to embrace diversity, how to create connection and engagement, and how to bring people together. In marketing, this means taking a more conscious approach and creating communication that welcomes all people within your target audience, reflects their values and interests, and respects their needs, desires and priorities.”
But how exactly does that work? First you have to ask yourself who you want to reach. If you’re moving within the framework of ‘everyone’, then it’s time to specify your target group. “Only then can you become as diverse as possible,” says Ouamari. It’s also important to focus on connecting with people: acknowledge the differences, focus on the similarities, and embrace the diverse identities. Finally, say goodbye to (unconscious) discrimination.
Address and representation are key
According to El Bastani, inclusive communication is difficult because everyone has to agree with the story being told. “It starts with the address – and that’s the hardest part,” says Ouamari. It’s about the style in which a company or a brand communicates. This includes not only the language, but also the imagery. “Language has one tremendous power,” stresses El Bastani. “It can convey or destroy the message, so use the language consciously. To ensure the term is put in the right context, El Bastani refers to the ‘Jaja dossier’ – a website where you can find out how to correctly formulate terms. For example, the term ‘an albino’ is wrong, the correct one is ‘an albinic person’.”
When consumers visit your website or walk into your store, they expect to see themselves there. “People expect not just themselves, but an authentic representation of the world they live in that offers all forms of diversity,” says Ouamari. He names Rihanna’s underwear brand Savage Fenty as a progressive brand in this category. “Rihanna knows what inclusivity means. Among other things, it shows both plump women and men in underwear. No ethnic group is excluded. All are equal. This is also known as the ‘Fenty Effect’.” Along with Savage Fenty, Tommy Hilfiger and Daily Paper are also regarded as progressive fashion brands.
Avoid cultural appropriation and redefine the norm
Another important point: Avoid cultural appropriation. “Cultural appropriation is seen as a big issue in the fashion industry,” says Ouamari. His advice is: “Avoid it. If you still want to include elements of a culture in your marketing, ask yourself questions like: Are you part of the dominant group? Does the minority culture benefit from this?”
We also have to say goodbye to stereotypes and redefine society. How do you describe athletes? Are these just famous footballers, or can it also be someone with only one leg? El Bastani refers to the sports brand Nike. “For Nike, everyone is an athlete. ‘Just do it’ is the message. So all are athletes.”
So, inclusive marketing is quite complicated and has many pitfalls. The important thing, therefore, is to get back to the core. Are diversity and inclusion already practiced in your company? Or was it just a marketing strategy up until now? Try to eliminate (unconscious) discrimination, stick to the six tools above and watch an inclusive marketing strategy unfold naturally!
The webinar is available on demand via Creamoda. There is a small fee for non-members.
This article was published on FashionUnited.nl. Translation and editing: Barbara Russ