Diversity in fashion – employees as models!
“We should all be feminists” slogan continues to influence many aspects of the different industries. From the moment it appeared, continuing with the #TimesUp campaign, the industry that felt the strongest influence was fashion. The celebrities started to open up with their own personal stories. The fashion brands saw this as an opportunity to spread the voice and incorporate it into their fashion lines. The events were set to support this movement with a specific black dress code. All that delivered to the consumers by the social media, they became eager and willing to see something that will be authentic to this trend. The most common issue that they referred to was the images that presented the products that were selling.
Lately, the brands are hearing more and more from their customers that their campaigns are too boring and lack diversity. This is not something new. To make a product more sellable, the brands have always tried different things like including celebrities and famous people to be their representatives, both on TV and in campaigns. This was the case with Diane von Furstenberg when she decided to take professional models for her lookbooks and advertisements. There are many more examples from this kind. So, to achieve at least a sort of authenticity, retailers decided to take the matter into their own hands. They started searching for a different type of talent that will star in their advertisements. And they didn’t go much further than their own companies. They choose their employees for the job. This decision was based on the fact that they were relatable to the customers and they can sell the brand better. Of course, the money issue was included. No extra was spend on new models because they used employees who were already on the payroll. So, retailers like J.Crew and Sephora decided to go this way when the marketing campaigns were involved. They look for employees and friends of the brands who were various age, with various background, body type and color. This move has proved to be efficient. The brands connected to their consumers and showed the world what diversity was about. As the employees are usually the face of the brand, this move was the real thing because it accepted and acknowledged all the different types of people. This spring, the giant “Macy’s” began a new strategy. It was to involve and develop its employees to become fashion influencers. As they explained, fashion bloggers are not the only ones with a great style, their employees are fashionable too.
The results were more than good. When brands show the faces and bodies to which the audience can relate to, they become more positive, open and close. This new way of advertising is maybe the best when it comes to including the employee’s potential and showing your target audience that we are all the same and equal.