In today’s retail industry, the simple act of shopping online or in-store will place you in one of two categories to shape your experience: male or female. This applies to changing rooms in stores, the products that you buy, and the section of a shop that you seek out. For non-binary individuals, this process can cause discomfort and alienation.
In this paper, we look at the most pressing obstacles to realizing a gender-fluid retail future, along with some examples of what businesses are currently doing right. While it’s clear that retail is moving in the right direction, and many big name brands have undertaken initiatives that are helping to increase non-binary representation, there is much work left to be done.
The barriers to an inclusive industry
What are the key issues facing non-binary people as they interact with brands in-store and online?
Spaces and products
The design of products, websites and even the layout of stores is often segmented by gender, failing to accomodate non-binary individuals.
Poor communication
Staff sometimes lack the training needed in order to help non-binary people throughout the shopping experience.
Brand imagery
Non-binary is not often represented through brand imagery, and inconsistencies exist between apparently inclusive online experiences and unwelcoming in-store experiences.
Spaces and products
The design of products, websites and even the layout of stores is often segmented by gender, failing to accomodate non-binary individuals.
Brand imagery
Non-binary is not often represented through brand imagery, and inconsistencies exist between apparently inclusive online experiences and unwelcoming in-store experiences.
Poor communication
Staff sometimes lack the training needed in order to help non-binary people throughout the shopping experience.
Creating a non-binary retail experience
We look at the four key factors that will determine how your non-binary retail takes shape:
Purpose
You know that you need to develop a deeper understanding of your customers, but what changes will your organization make to achieve this?
Product
What will non-gendered products look like? What are the considerations when trying to appeal to a gender-fluid consumer base?
People
People will be at the heart of the solution, so ask yourself, how will you create non-gendered experiences in-store and online?
Positioning
What steps are you taking to build an inclusive brand and cater to the needs of your customers?
Creating a non-binary retail experience
We look at the four key factors that will determine how your non-binary retail takes shape:
What you’ll see
How can retailers improve in order to accommodate non-binary people? Discover what leading brands are doing in this space, and learn how to make the most of the opportunities that come with a new, less gendered industry.
Download the full whitepaper
Learn more about the challenges facing the retail industry as it aims to overcome non-binary exclusion. Download our latest whitepaper.
What are the solutions for a non-binary retail future? Check out part two of our guide and discover the changes retailers can make to both online and physical stores to provide a more inclusive shopping experience.
Meet our experts
Akbar Mohammed
Lead data scientist, Insurance
Francesca Passoni
Principal consultant, Fractal Experience
Philip Melson
Client partner, CPG
Sagar Shah
Client partner, CPG
Shagun Parab
Associate, Strategic Center
Shivani Gupta
Senior project manager, Strategic Center
Tanay Kumar
Senior consultant, CPG