International Women’s Day 2024: how are retailers celebrating?

Shining the light on issues such as gender equality, reproductive rights, and violence and abuse against women, International Women’s Day marks a focal point in the women’s rights movement.

Having become the first woman to win the Outstanding Contribution to Retail Award at the 2024 Retail Week Awards, Judith McKenna says there is still more the retail industry can do to promote diversity and increase opportunities for all, including women.

“I am still baffled by the industry, frankly, as to why there aren’t more [women leaders] – especially in supermarkets, which is where it’s particularly low,” she told Retail Week. “It is getting better, but it’s nowhere near there yet.”

With March 8 marking this important day around the globe, Retail Week explores what retailers are doing in 2024 to empower employees and customers alike.

Sweaty Betty

Women’s sportswear brand Sweaty Betty is on a mission this IWD to “put an end to toxic narratives around women’s exercise” with the launch of a marketing rebrand.

With the strapline ‘Don’t Sweat It’, the retailer has partnered with creative agency Fluoro to roll out new brand campaigns and content which “speak to women’s evolving relationship with exercise”.

The rebrand is focused around being inspired by the ideas of customers wearing the brand, designs based on self-expression and attention to detail.

Sweaty Betty’s new campaigns centre around a “diverse cast” and promote a new ethos. Global brand president Melissa Mullen said she wants the Sweaty Betty brand to be at the forefront of the movement towards women’s exercise for health rather than aesthetics.

Holland & Barrett 

Heath and wellness retailer Holland & Barrett is extending its partnership with women’s reproductive and gynaecological health charity Wellbeing of Women.

The pair’s Women’s Health Community Fund supports women’s health-focused projects in the UK and the retailer has pledged an additional £50k to the cause this IWD. 

The fund was launched last October and has since supported 13 projects to engage both disadvantaged and underrepresented groups.

Today’s announcement extends the fund for a further two years and Holland & Barrett director of women’s health Lina Chan says that by bolstering the partnership, the retailer will boost its efforts to increase education, access and break down stigmas for women throughout their lives.

Seasalt 

Cornish fashion brand Seasalt has teamed up with Women Win – the international women’s fund – to help “support and empower female workers in India”.

Launching today, the partnership is set to highlight the voices of female garment workers in the fashion retailer’s supply chain in Northern India and use their suggestions to bolster initiatives at the brand.

The majority of Seasalt’s global supplier factory workforce is female, as well as more than 80% of its staff.

Chief executive Paul Hayes said he hopes that by advocating for gender equality and female empowerment, female workers will feel enabled to thrive at work.

John Lewis  

John Lewis Partnership has unveiled John Lewis & Sisters – a new IWD campaign that invites women-led businesses to join the initiative and have their products stocked for Christmas this year.

The department store is changing its name on social media from March 8 to March 10 and will open up its platforms for women to share their stories and ideas with JLP buyers. Shortlisted businesses will progress to a second Dragon’s Den style round and pitch their product innvoations ahead of a final shortlist being chosen.

JLP customer director Charlotte Lock says that female creators have been at the heart of the brand for 160 years, and this is one step in an ongoing bid to help female business owners “shape the future” for John Lewis. 

AS Watson

Superdrug owner AS Watson has announced for IWD that it is the first health and beauty retailer to be a signatory of the Women’s Empowerment Principles – seven UN-backed principles “dedicated to advancing gender equality and women’s empowerment”. 

The Women’s Empowerment Principles is a global movement aimed at business leaders and includes gender equality benchmarks for leadership, equality, transparency, community, safety, learning and markets.

AS Watson has reinforced its commitment to building a workplace that promotes inclusivity, and where women are offered equal opportunities to progress their careers. It aims to use the principles as guide to help bring about long-term change.

Marks & Spencer

Marks & Spencer is shaking things up this IWD with a new podcast launch in partnership with Hello!.

With the first episode available to listen to today, ‘Shake The Table’ is said to be “empowering” and will see M&S corporate affairs director Victoria McKenzie-Gold and Hello! editor Rosie Nixton discuss successful female business leaders and what it takes for them to thrive in today’s industry.

The series will also feature guest speakers including Floral Street founder Michelle Feeney, Aspiga founder Lucy Macnamara and Tessy Ojo CBE.

M&S confirmed that more than 70% of its workforce are women and that is also works with “fantastic female-led suppliers”, as well as serving millions of female customers every day.