Black Employees Launch Collection Celebrating Black Excellence at Bombas
Total Retail Talks · with Kendra Stepp-Davis & Randy Goldberg · March 23, 2021 · 19 min
Summary
This episode highlights how Bombas leveraged an employee resource group, the Black Hive, to launch a successful collection celebrating Black Excellence. It's a masterclass in authentic brand storytelling and product development driven by internal DEI initiatives, showcasing how to create products that resonate deeply with both employees and customers while reinforcing a brand's social mission.
Key takeaways
Establish strong Employee Resource Groups (ERGs) and empower them with real influence in product development and brand initiatives.
Ensure brand storytelling around social impact initiatives is authentic and directly tied to employee-led efforts for maximum resonance.
Prioritize internal buy-in and collaboration between ERGs, leadership, and marketing to successfully launch mission-driven collections.
Develop products that not only reflect a brand's values but also celebrate specific communities, fostering deeper connections with diverse customer segments.
Leverage content producers and brand officers to amplify the narratives behind purpose-driven collections, ensuring wide reach and impact.
In episode 290 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Kendra Stepp-Davis, senior content producer and co-chair of the Black Hive, and Randy Goldberg, co-founder and chief brand officer of Bombas, a comfort-focused sock and apparel brand with a mission to help those in need. Listen in as Stepp-Davis discusses the origin story behind the…
Establish strong Employee Resource Groups (ERGs) and empower them with real influence in product development and brand initiatives.
What does this episode say about dtc strategy?
Ensure brand storytelling around social impact initiatives is authentic and directly tied to employee-led efforts for maximum resonance.
What does this episode say about retail & omnichannel?
Prioritize internal buy-in and collaboration between ERGs, leadership, and marketing to successfully launch mission-driven collections.
What does this episode say about brand & content?
Develop products that not only reflect a brand's values but also celebrate specific communities, fostering deeper connections with diverse customer segments.
What does this episode say about brand & content?
Leverage content producers and brand officers to amplify the narratives behind purpose-driven collections, ensuring wide reach and impact.
