Key Shifts in Retail | Part 5: One for All

November 26, 2019
Canopy Views

Key Shifts in Retail | One for All: from Signaling Mass Appeal to Demonstrating Inclusivity

Historically, retailers have tried to appeal to as broad an audience as possible – treading carefully to avoid alienating consumers.

However, as consumers look to retail for more cohesive retail experiences that cater for all – especially during the holidays – companies are adopting more radically inclusive products, services and campaigns.

These are appealing both to those groups who have often been overlooked – be they trans, non-conforming, or neurodivergent – as well as those who believe that these groups should always have been included.

Key examples: 

Beauty brand Sephora took the opportunity to embrace the LGBTQ+ community this year. Its ‘Identify as We’ campaign – launched during Pride Month – featured only queer models. Sephora also offers free 90-minute make-up sessions to all of its transgender consumers.  

Beauty brand Sephora took the opportunity to embrace the LGBTQ+ community this year. Its ‘Identify as We’ campaign – launched during Pride Month – featured only queer models. Sephora also offers free 90-minute make-up sessions to all of its transgender consumers.  

The NBA teamed up with KultureCity to make its New York store the world’s first sensory-inclusive store. Visitors are offered noise-cancelling headphones, fidget spinners and weighted lap bands, as well as additional support from specially trained staff.
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