Client Project: AG Consulting Group


A guide for fashion brands & retailers grow with authenticity in the inclusivity trend by passing the mic to consumers














PROJECT OVERVIEWAs gender expression becomes an increasingly visible part of individual identities, the demand for "gender neutral" clothing - or clothing outside of the traditional male/ female binary categories - is growing. Younger consumers are more interested in spending with companies with mission-aligned values.

Working with AG Group and Eidos, we designed an interactive playbook to help close the gap between how consumers, retailers and brands understand “gender-neutral” clothing.

ROLEDesign Strategist
Visual Designer

TEAMAnkita Diwan 
Ifeade Adedokun
Shivani Toshniwal

CLIENT
AG Group

TIMELINEMarch - May 2024

• Background •


According  to fashion trends reports published by Klarna Insights, under the influence of Gen-Z, more consumers are looking for gender-neutral appral, and retailers are looking to meet that demand. 


3 in 10

have already purchased a fashion item outside their gender identit.


~ 1 in 2

female fashion shoppers shop in the men’s department, including 20% equally as much in the men and ladies’ department.


7 in 10

are looking to purchase more gender-fluid clothing items in the future.


Our client – AG Group and Eidos are explorating ways to turn inclusivity into action, and help brand growth with the evolving customers needs. 

Is there a way for brands and retailers to signal to consumers that they match their values and their demand for clothing outside of the traditional gender binary? And is there a way to use this "signal" to encourage retailers to be more proactive in this space? 























But wait...

What does “gender-neutral clothing” really means for Gen-Z?












• Deep Dive •


To explore any potential gaps, we started by exploring the needs and wants of our stakholders: Gen-Z consumer, brands and retailers 


METHOD ONE Talking to Gen-Z consumers around us and also on internet platform. Check out our Reddit thread here.

METHOD TWO Understanding the current state of fashion industry and the main driving force when it comes to growth in inclusivity



• Key Insights •


Insight #1: Contray to our initial thoughts, Gen-Z consumers are not looking for the term “gender neutral clothing’ when they shop. They want options that don’t limit them and foster self-expression - whatever they are.



Gender-neutral is something that make me feel free. I think the only thing that’s gendered is size.”


– Customer who self-identified as nonbinary




Insight #2: Retailers see the problem of inclusivity as a big task that can disrupt the system, where consumers just need smaller changes to existing systems.





Retailers/Brands POV vs. Consumer POV

When there’s a huge gap between what brands/retailers think consumers want, and what consumers actually want.



HMW

Empower retailers to signal to people that they match their values and the demand for clothing outside of the traditional gender binary?

• Brainstorming •



We identified 6 impact areas for inclusive changes with co-designers


IMPACT AREA #1

Inclusive Sizing
Sizing options and charts catering to diverse body types and needs; Ex: ranging from 2xs - 6xl and better optimized size guides



IMPACT AREA #2

Supportive Staff
Retail staff trained in inclusive terminology and unbiased views on gender expression



IMPACT AREA #3

Avoiding TokenismNot incorporating pride symbolism superficially for profits. Continual availability of diverse fashion options for all


IMPACT AREA #4

Relatability & RepresentationDiversity in gender expression, body types via selecting influencers and models that relate to the user problems


IMPACT AREA #5

Authentic Story & ValueFoster a sense of belonging, respect and acceptance through inclusive brand story and focus on open artistic expression



IMPACT AREA #6

Non-Rigid Categorization Designing and presenting clothing without adhering to traditional gender categories such as "male" or "female



Playbook for Inclusive Change


Check out our interactive playbook, or read it in full here.