Diversity, equity, and inclusion (DEI) initiatives have become increasingly important across industries. How can organizations, particularly within the luxury sector, create more inclusive environments that go beyond traditional categories like gender and race to include disability, age, and other often overlooked groups?
We are all made up of various characteristics that interact and intersect with each other at various points in time. Consequently, it is vital that we look at issues of diversity, equality and inclusion, not as individual silos, but as a shifting kaleidoscope of experience because different elements of people’s realities will become important at different times in interactions with brands, and in different life stages.
A loyal customer of the brand may arrive as a younger person starting out in life who views the products as a marker of success. Then later in life, as they age or their embodiment changes, they will want to access products that are demonstrative of their tastes and values but also fit their changing needs. Also, it’s important to think about creating the best experience for consumers, but also showing the best of ourselves as creators and drivers of innovation. In the particular context of luxury brands, it would be helpful to think in terms of different elements of operations. For example, if you run in house craftsmanship courses, are these opportunities accessible at every point of the process? Are your applications welcoming to those with disabilities and are they available in various formats? Do you demonstrate paths of career progression with case studies? Are workshops accessible in terms of the infrastructure of the premises themselves but also are they accessible by public transport for those with disabilities? Do you offer support with childcare for working parents? Do you offer flexible working? In relevant locations, do you offer comprehensive medical insurance?
In terms of sales associates, are they sufficiently representative of the customer base? Do they receive professional development opportunities to learn about DEI issues and how to embed this understanding into the retail experience? Do they know where assistive items such as ramps and hearing loops are kept as well as how to use them efficiently and discreetly? Is there an opportunity for them to add sign language to any communication training opportunities?In terms of marketing and presentation, do you show positive imagery of people with a range of characteristics using your products?
Are you aware of key developments in terms of equality legislation in both established and emerging markets. Developments in India, particularly focus on accessibility of products as well as experiences, China, Korea and the UAE are increasingly focused on disability inclusion in the labour market and broader social life, meaning that there is a potential for increase in both consumers with disabilities and representation in the luxury brand workforce.
When it comes to disability rights within the luxury space, how can brands balance the aspiration for exclusivity with the need for accessibility and inclusivity? What are some innovative examples from the luxury sector that have successfully embraced inclusivity, particularly in relation to people with disabilities or other marginalized groups?
Firstly, it’s important to remember that something can be exclusive without being exclusionary. Exclusivity is focused on values in terms of quality, rarity, heritage and style, which are things that everybody can appreciate regardless of disability status. It may be for example, a particular colour palette, such as Tiffany blue or Cartier red. It might be the sound of a mechanical movement or the feel of materials in construction of the products. It’s about recognising the importance of providing the opportunity for people to engage with brands and products on whichever level matters to them.
There are some fantastic examples of inclusion in the sector, particularly the work of Gucci with their dressing of high-profile people with disabilities for premieres, such as Selma Blair, Jim LeBrecht. In terms of marketing, their amazing imagery of Ellie Goldstein in Gucci Beauty as a beautiful, sophisticated and powerful young woman living with Downs Syndrome, which represented an important step in dispelling paternalism and destructive sympathy that has historically been shown to people with the diagnosis. Their Equilibrium programme also champions sustainability and inclusion at the corporate level. Lingua Franca also created a beautiful sweater for Selma Blair to wear to the Glamour Women of the Year Awards in 2023, celebrating the work of female disability activists.
These examples demonstrate the opportunity for brands to showcase their innovation, quality and style, whilst championing inclusion and diversity. This should not be either a box ticking exercise, or a bland tokenism, but to approach it in a way that is distinctive to the brand and maintains the style and qualities that customers want to interact with. We should focus on products that are beautiful, desirable and accessible. We should not confine ourselves to making ‘specialist ranges’, but to focus on creating modern classics that any consumer would want. It is important to recognise that people with disabilities as a group globally have a spending power of 13 trillion dollars, as estimated by the International Labour Organisation, representing a sizable emerging market.
Disability inclusion has historically been overlooked, but there are growing efforts to change this. What role do you think innovation—whether through adaptive design or digital accessibility—plays in bringing people with disabilities into the luxury space? How can technology be used to bridge the gap between luxury and disability inclusion?
In terms of innovative design, there are lots of opportunities to bring people with disabilities into the luxury space, but I’m cautious to present this solely as an issue of disability. Every time we send a text message or listen to an audiobook or podcast, we are engaging with what was once an innovation that was once most helpful to people with impairments, but we’d be hard pressed to be without them now. So why not the same in terms of luxury products? If we consider tactile design, that could be incorporated in such a way that is also visually appealing, along with attractive but innovative fastenings, focusing on broader sensory engagement with products: the smell of leathers, the sound of a movement, bold colour contrasts for ease of reading.
Technological advances such as QR codes also offer massive opportunities to bring people with disabilities into the luxury space. For example, these could be used to provide audio descriptions of products in boutiques, as well as the usual engagement with sales associates. A similar approach is already being considered in relation to food packaging in parts of Europe. Increased legal regulation of web accessibility across various markets is a huge step forward in offering people with disabilities equality and accessibility to e-commerce sites, however I think it’s important that we don’t see this as a ‘separate but equal’ provision and still understand the importance and value of inclusion within boutique experiences.
It Is also important to consider value added experiences; hospitality events for long standing customers, influencers, or heritage events for general admission with regards to disability access, because that creates a buy-in and a touch point for the brand history and philosophy that creates and continues the customer relationship.
My closing advice would be to push boundaries, be creative and embrace the chance to reimagine what the industry could be, to ensure longevity and sensitivity to changing landscapes and priorities.
Biography:
Dr Abigail Pearson is a sociolegal researcher and legal equality academic working at Keele University, Staffordshire UK. Her current research is focused on the relationship between accessible products, services, spaces and experiences as a marker of the effectiveness of disability equality legislation and the practical enjoyment of human rights.
Email: a.v.pearson@keele.ac.uk