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Retail
Published: 3 Sep 2015

& Other Stories: Transgender E-Tail Comms

Extra
Other Stories e-tail brand communications

Tapping into the growing trend for inclusive advertising, high-street fashion brand & Other Stories has featured five transgender models and creatives in a new piece of e-tail brand communications. Flagged on the Scandinavian brand's e-commerce site, the photo editorial and accompanying behind-the-scenes video 'The Gaze' feature models Valentijn De Hingh and Hari Nef, as well as photographer Amos Mac, stylist Love Bailey and make-up artist Nina Poon.

The campaign is an instalment in its 'Stories' series, featuring 'real' inspirational women – a tactic that addresses a wider demand for brand authenticity and integrity. According to 2014 research by UK-based global communications agency Cohn & Wolfe, 63% of consumers worldwide would buy from a company they believed was 'authentic'. For more on what constitutes authenticity in 2015, and how brands can tap into it, see Brands Behaving Authentically: Pioneering Perspectives.

Increased use of inclusive brand messaging that challenges gender-norms is swiftly becoming less about taking an alternative stance and more about attuning the to very real attitudes of millennials consumers. According to a 2015 study by US-based research agency Benenson Strategy Group, more than 50% of millennials worldwide believe gender exists on a spectrum, and shouldn't be limited to the categories of male and female.

For more on inclusive advertising that addresses shifts in attitudes and values, see Fashion & Beauty: Liberating Gender, Adland's Kaleidoscopic Families, part of our Modern Family Macro Trend, Redken's Unisex Wonder Product, Tiffany's Same-Sex Ad Campaign and Clean & Clear's "See the real me" YouTube series featuring transgender teen, Jazz Jennings.

Also look out for Rebooting Wedding Retail, publishing September 9, Best Brand Reinventions, publishing in October, and the New Realism, part of our Get Real Macro Trend, publishing on September 18.

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