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Shopping for Black is a motion, not a second.⁣

On the WWD Retail Discussion board, Brittney Ogike, founder and chief government officer of BeautyBeez, joined Kimberly Smith, cofounder of the Brown Magnificence Co-Op, and WWD digital and status magnificence editor Alexa Tietjen to debate how the pandemic, the Black Lives Matter motion and customers’ shift to e-commerce affected their companies. For starters, the variety of customers voting with their {dollars} has solely elevated.⁣

“My strategy to retail is admittedly about my group,” stated Ogike, whose philosophy on retail stems from the unmet wants of Black ladies and ladies of shade when shopping for magnificence merchandise. “Traditionally, [Black women] should go a couple of totally different locations simply to deal with our hair and sweetness wants: a big-box retailer for physique care, a magnificence retailer for make-up, a magnificence provide for hair care. We needed to carry the necessities of a magnificence provide and of a retailer with the expertise of an Ulta or Sephora. Traditionally, we didn’t have that available in the market.”⁣

Fostering a way of group goes deeper than shade choices, Smith and Ogike stated. Smith has instituted curbside shopping for events and digital blissful hours with clients, and Ogike’s brick-and-mortar retailer in Los Angeles doubles as an occasion house. They’re each pivoting to magnificence companies as brick-and-mortar areas reopen.⁣

Faucet the hyperlink in bio for extra. ⁣

Report: James Manso