It has been a fine line for fashion brands, or all brands, as a matter of fact, to be ‘speaking’ up about the issue and sounding authentic or speaking about the issue and looking like they’re ‘band-wagonning’.
It’s one thing to be posting on social media but for a consumer, it is easy to highlight the difference between a brand who is actually proactive in taking steps to create a change to one that is not.
Online fashion retailer, ASOS, has been a global brand that is not staying quiet about their support for the Black Lives Matter movement.
Along with their donations to organisations, they have been proactively working on ways ASOS as a brand can support a positive change.
“We’ll continue to give a voice to important conversations, today and always. We hear you and we stand with you.”
“Following our initial post, we acknowledge this is not just a trending moment, but a catalyst for lifelong change.”
The brand has openly expressed their concerns and their support for the movement throughout their socials with multiple posts and comments addressing the issue.
Now, they plea to their followers – “please believe us on all of this”.
With the dangerous line of looking inauthentic in their support, we believe ASOS has done their absolute most in being a positive role model for brands who are wanting to support the movement.
Here are the ACTIVE steps that ASOS are doing as they examine every aspect of their business.
- ASOS will be setting up a team to shape a Diversity and Inclusion Plan, which will be instrumental in creating the changes we need to see at ASOS.
- ASOS will commit to creating clear goals for equal opportunities in our workplace and across our content channels to lift up our Black community.
- ASOS will be educating themselves on topics including systemic racism, unconscious bias and appropriation of Black culture in order to make ASOS a fairer and more inclusive place.