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National Inclusion Week Spotlight Day #1 - River Island

 How Do I? banner featuring 4 children with disabilities who took part in the #LabelsAreForClothes campaign

How Do I? banner featuring 4 children with disabilities who took part in the #LabelsAreForClothes campaign

Summary: National Inclusion Week is an annual opportunity to raise awareness of Inclusion and Diversity in the workplace by Inclusive Employers. This year we want to spotlight businesses that have made accessibility and disability inclusion a priority, which we hope will encourage other organisations to embed inclusion in their policies and strategies because when the workplace is accessible – everyone wins!

Today’s disability inclusion spotlight: River Island – Retail Fashion Company

Today we are celebrating their: “Labels Are For Clothes” Campaign.  

River Island worked in partnership with anti-bullying charity “Ditch The Label” to create an inclusive marketing campaign “Labels Are For Clothes” to celebrate the brand’s 30th anniversary. It has included members of the LGBT and BAME (Black, Asian and Minority Ethnic) community, older people and models with different body types.

We’re also pleased to note that in February 2018, River Island chose six children with disabilities to be cast in their advert for their kids clothing range. Watch the video below to see!

 Why it’s great:

·       River Island may have opened up a potential career path for these children because they can put the advert on their CV if they apply for another modelling job.  This could lead to models with disabilities becoming much more common in the fashion industry, which will help fill the disability employment gap and improve the UK economy.

 

·       More models with disabilities means the fashion industry can benefit from the Purple Pound – the spending power of people with disabilities and their families is £249bn, and they are more likely to spend it with organisations that employ people with disabilities.

 

·       It makes River Island’s advertising campaigns competitive with other fashion brands. People tend to be attracted to things they can identify with so including people with disabilities and people without disabilities in adverts means that River Island will have the widest appeal to many groups of people. 

 River Island logo

River Island logo


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