Think Tank: With Diversity, Actions Speak Louder

“I don’t think we have anything for you. You’re obviously in the wrong place.” It’s a scene as iconic as the film itself; the moment in “Pretty Woman” when Vivian Ward, played by Julia Roberts, enters that boutique store on Rodeo Drive only to be turned away by the sales assistant. And it’s lucky for the retailer this happened in the days before social media — or the story would have been very different. Armed with digital tools and technology, consumers today are empowered to ask retailers for what they want — when, where and how they want it. In the ever-competitive world of fashion retail, brands that deliver the products, services and experiences that shoppers desire will secure their loyalty in return. Crucially, these consumers don’t want to be made to feel like they’re in the “wrong place.” More and more, they are looking for inclusion and diversity, and brands that reflect their morals. A recent survey of more than 4,600 consumers found that shoppers will reward positive retail experiences with increased wallet share. Jill Standish  Courtesy image. What’s more alarming is the switching factor. Results found that almost one in three shoppers say they are likely to switch to a retailer that echoes

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