Desigual’s Post

Zara understands what people prefer: Research in action! In 2021 Eva González Hernández, PhD, Paz Toldos and I published a paper entitled "What women want? How contextual product displays influence women's online shopping behavior" (link below), in which we showed that men and women have different preferences in online shopping, especially when it comes to product displays. Our findings show that women prefer rich displays showing the product in a usage context, while men actually like simplistic product displays. This effect is driven by the emotional value perceptions for women. Looking at the Spanish Zara website, and checking the women´s as well as the men´s section, i think somebody might have read our work, or their A/B tests have confirmed our lab data coincidentally. Love this - it was actually brought to my attention by one of my students who analyzed the Zara page as a task in my CB class. Research, practice and teaching at once - this is what makes this job great! (Link to paper - https://lnkd.in/ebGYChFg)

For years, outside of China, beauty companies have often talked about Brazil and India when it comes to capitalizing on sales in emerging markets. But recently, the chatter is centering around Mexico, which just elected Claudia Sheinbaum as its first female president. With a young population influenced by American trends, companies are eager to capitalize on demand for beauty and personal care. However, the road ahead for Mexico’s economy is uncertain with Sheinbaum’s full agenda yet to be revealed, while the outcome of the upcoming U.S. election could alter American-Mexican relations. Among the beauty companies making a play in Mexico is Ulta Beauty. After scrapping earlier plans to enter Canada, it is making its international debut next year in Mexico through a joint venture with Axo. Read more : https://lnkd.in/eVttNHSp

As a marketer deeply immersed in the vibrant world of Latinx culture and fashion, I've always been fascinated by the powerful intersection of these two realms. Today, I want to delve into a topic close to my heart: the importance of cultural representation in fashion marketing. From personal experiences to collective narratives, storytelling lies at the heart of effective marketing. When brands authentically integrate cultural elements into their storytelling, magic happens. It's not just about selling products; it's about forging genuine connections with audiences, resonating with their values, aspirations, and lived experiences. As someone deeply passionate about Latinx marketing, I've witnessed firsthand the transformative power of authentic representation. Whether it's celebrating traditional craftsmanship, embracing diverse body types, or amplifying marginalized voices, there's immense potential for brands to make a meaningful impact. This journey isn't just about brands—it's about individuals too. It's about recognizing the beauty of our cultural heritage, embracing our identities unapologetically, and championing diversity in every facet of our lives. Here's to a future where every campaign, every runway, and every marketing initiative reflects the rich tapestry of our world. Here's to a future where cultural diversity isn't just celebrated but embraced as the cornerstone of creativity and innovation. Let's continue this conversation. I'd love to hear your thoughts and experiences on the intersection of fashion and cultural identity. Together, let's shape a more inclusive and vibrant future for the fashion industry. #LatinxMarketing #FashionMarketing #CulturalIdentity #DiversityandInclusion #StorytellingInMarketing #InclusiveFashion

🌍 Global Week of Inclusion at adidas | MAKING THE INVISIBLE VISIBLE: NEURODIVERSITY 🌈 At adidas, we are committed to creating an inclusive environment where everyone feels empowered to bring their true selves to work. This year, during our Global Week of Inclusion, we are shedding light on a crucial, often overlooked aspect of diversity: Neurodiversity. Neurodiversity embraces the idea that brains work differently—and that’s a strength! From autism to ADHD, dyslexia to Tourette syndrome, neurodiverse individuals contribute unique perspectives and talents to the workplace, sparking innovation and creativity. Making the Invisible Visible means: Breaking Down Barriers: Reducing stigma and creating safe spaces where neurodiverse colleagues feel seen and valued. Championing Inclusive Practices: Adjusting communication, offering flexible work environments, and providing support tailored to different needs. Celebrating Uniqueness: Recognizing that neurodiverse team members bring fresh, innovative thinking that drives our culture forward. Neurodiversity is an asset that enhances problem-solving, creativity, and innovation. By embracing this invisible spectrum of diversity, adidas is making strides toward a truly inclusive culture, where every individual can thrive and contribute their best. Join us in celebrating neurodiversity and fostering an environment where difference is not just accepted, but celebrated. 💡 🌈 Together, we can create a world where invisible differences are made visible and embraced. #GlobalWeekOfInclusion #Neurodiversity #InclusiveWorkplace #adidas #MakingTheInvisibleVisible

Have you ever walked away from a role, because it didn’t feel like an inclusive space? According to the #UKFashionDEIReport, 39% of people haven’t pursued opportunities and have actively walked away from roles, when businesses appear to lack inclusivity as a key priority. Talent is a brands strongest asset - missing out on opportunities for growth by losing out on innovative voices before they join your business, contributes to performance challenges. Read the full report, created in collaboration with British Fashion Council , Fashion Minority Report and McKinsey & Company, below. https://lnkd.in/ewngVKDm

Two of my favorite things are fashion and cars – so I absolutely loved this article by Scotty Reiss: https://lnkd.in/gt9v3EQm Judging from my own experience of working trade fairs a million years back when I was in college, I can only agree with her conclusion: “Of course, a smile and a friendly tone are important; but a wardrobe that feels familiar or aspirational can go a long way to draw a consumer into a conversation about a car brand or model—a conversation that can turn into a sale.” Also, Scotty Reiss founded A Girls Guide To Cars to give women, the largest purchasers of cars, a voice in the market. I may be the last of all #womeninautomotive to discover this website, but in case there’s another ignoramus (ignorama, really) like me, I recommend you check out A GIRLS GUIDE TO CARS: https://lnkd.in/gYE5ztFP #VeronicaBeard #Armani #Infinity #Toyota - - - - - Are you a female professional in the automotive/mobility industry? Do you want to take your career to the next level with greater confidence, visibility, self-advocacy, and a customized success strategy? I'm here to support you. Let's chat. No strings attached. Just message me or book time on my calendar at 𝐛𝐢𝐭.𝐥𝐲/𝐂𝐚𝐥𝐥𝐆𝐨𝐁𝐢𝐠 #womenempoweringwomen #womenatwork #womenintech #WomenInLeadership #femaleleaders #womeninautomotive #confidencebuilding #consistentconfidence #TheGoodSelfish #RoadToSuccess #ShiftIntoConfidence #selffirstleadership

✨ Standing Up for Change: Insights from L’Oréal Ignite Webinar ✨ Yesterday, I attended an insightful webinar as part of L'Oréal Ignite, which highlighted the brand’s impactful initiatives, including the "Stand Up Against Street Harassment" program and the vision of its Consumer Products Division. This session was both educational and inspiring, offering a closer look at how innovation and purpose can align to create meaningful change. 📌 Key Takeaways: 1️⃣ Purpose-Driven Impact: The "Stand Up Against Street Harassment" program, with 3.4 million people trained globally, showcased how L'Oréal leads by example in creating safer public spaces and empowering individuals. 2️⃣ Collaborating for Equality: The partnership with YWCA reinforced the importance of collective action and community-driven efforts to advance equality. 3️⃣ Corporate Values in Action: Seeing how L'Oréal integrates social responsibility into its brand culture deepened my understanding of the power of business as a force for good. 👩💻 Career Aspirations: This webinar motivated me to aspire to work in an environment where innovation meets purpose. The L'Oréal experts challenged my assumptions, pushed me outside my comfort zone, and inspired me to align my goals with impactful initiatives. 🌐 Networking with Experts: Interacting with the passionate professionals from L'Oréal was incredibly rewarding. Their dedication and mentorship reinforced my belief in the importance of continuous learning and personal growth. Jade Lui Alan Lau (He/Him) Eunice Lam Vicky Lau #LorealIgnite #WeAreLoreal #Empowered #CareerGrowth #FutureOfBeauty #Upskilling #BeautyTech

As an ardent proponent of #diversityandinclusion and upholding the ethos of #equalemployment #equalopportunity - this event was very close to my heart! We are striving towards a goal to have 20% women in our #Raymond #madetomeasure #stores in the next 2 years - this is not just because #women make up 50% of our #population or that the #influencer in #buying #decisions on #men’s #clothing are women or even that when you #employ a women you #empower the #household and #society at large BUT most importantly - it makes #business #sense as seen in my #top #performing #stores which are run by #women who are #store #managers or are part of the store teams delivering 25% growth YoY! So #kudos to Meena Sharma and her team in #raymond L&OD for #unnatti #initiative where we #upskill our #women #store #staff to reach greater heights! More power to you! Cheers!

Fashion Month is just around the corner, and as the European summer basks in its full glory, it’s the perfect time to confront a critical issue that often gets overshadowed by the glamour and spectacle: inclusivity and diversity within the fashion industry. We often celebrate the progress made, but the question remains—how can true inclusivity and diversity be achieved if our interactions and collaborations are limited to those we selectively choose, rather than embracing the full spectrum of perspectives and voices? Having recently attended Copenhagen Fashion Week, Fashion in Helsinki, and being a mainstay in the three big European fashion capitals, I’ve come to realize the uncomfortable truth about the industry's biased and uneven support for inclusivity and diversity. The stories of exclusion and unfair treatment that many of my peers and I have experienced are disheartening. Despite now being treated fairly and seen, I remember all too well the sacrifices I had to make when I was new to the industry—swallowing my pride and ego just to attend and cover Fashion Week. From over-delivering on promises to endure non-stop schedules, unpaid work, and years-long waits for payments, the burden was heavy. Yet, it's disheartening to observe that only a specific demographic seems to consistently benefit from fair opportunities and treatment. At Copenhagen Fashion Week, this disparity became even more evident. I found myself canceling meetings and walking away from situations that felt wrong. The subtle yet palpable differences in how I was treated compared to others made me question—if this is happening to me now, how much more difficult must it be for those just starting in the industry, especially those from minority backgrounds or who don’t fit into the favored demographic? It’s deeply concerning that despite the industry’s outward celebration of diversity, prejudice still lingers as an accepted norm, making people feel like outsiders in a space that claims to champion inclusivity. So, if you hold the power and position to influence change, how will you use it to ensure fair treatment and true inclusivity within your surroundings? #fashionweek #fashionmonth #ethicalpractices #inclusivity #diversity #representation

Imagine this: it’s the year 2001, and Converse is in crisis. An investment group has taken over, the brand’s future hanging by a thread. From hundreds of employees, only 76 are asked to stay. Among them is Executive Assistant Susan Walsh. If Converse had a heartbeat, it would be hers. Susan Walsh has been with Converse for 37 years. Think about that for a moment: thirty-seven years. Through four CEOs, economic ups and downs, relocations, acquisitions, and a shifting global marketplace – Susan has been the constant. Not a bystander, but the sure-footed foundation, keeping this storied, great American company grounded through every twist and turn. Flashback to 2001’s tense atmosphere – the stakes couldn’t have been higher. The HQ and distribution center are moving, executives are changing, and there’s more on the line than anyone can even articulate. But Susan? She's ready. In that moment, when the company’s survival was in the balance and what was described as "the impossible" had to happen in 120 days, Susan stepped up, and in her "true, Susan style," said, "Let’s go!" It wasn’t just words; it was a call to action, an invitation to every employee to rally, to lean in, and to believe that even against the odds, Converse would rise. And rise it did. Susan’s leadership and grit helped carry Converse through those crazy days, ultimately leading to its acquisition by Nike just three years later. If Converse’s comeback was legendary, Susan was indeed an All Star – an essential force in shaping its legacy. She’s "the mirror for those that need to hear how they're doing because she's giving it to you straight" and the "crown-straightener before that was even a phrase" kind of colleague. Susan is the confidant, the coach, the friend, "the one you want on your side in a fight" and – in one unforgettable moment – also the “bouncer,” physically putting herself between an exec from Converse and an exec from Nike when things got "tense". Colleagues share all kinds of fun and fascinating stories of her stepping up in ways that weren’t just bold but essential, risking her job if she needed to and starting many CEO conversations with “I probably shouldn’t say this but…” and then saying what they needed to hear. As Converse's CEO shared recently, “Susan Walsh is the person who holds Converse together as more than just a business. She's the person that makes it a place where we can all feel at home." She’s an All Star, alright. But more than that, she embodies the idea that true success isn’t about titles or just staying the course; it’s about having the courage, candor, and heart to make a place better for everyone around her, year after year, through good times and bad. And Susan? She’s made Converse exactly that – a better place, in every way that counts. Join us in congratulating Susan as New England’s first-ever recipient of the Jeannette Castellano Lifetime Achievement Award which will be presented at the Admin Awards in Boston this Friday evening.