Harvard Case - Oiselle: How Does an Activist Brand Authentically Commit to Advancing Diversity, Equity, and Inclusion?
"Oiselle: How Does an Activist Brand Authentically Commit to Advancing Diversity, Equity, and Inclusion?" Harvard business case study is written by Jane Xie, Marisa Weidner. It deals with the challenges in the field of Strategy. The case study is 20 page(s) long and it was first published on : Jul 14, 2021
At Fern Fort University, we recommend Oiselle adopt a multi-pronged approach to authentically commit to advancing diversity, equity, and inclusion (DE&I) while maintaining its core brand values. This strategy involves a combination of internal and external initiatives, focusing on building a diverse and inclusive organizational culture, fostering a sense of belonging for all employees and customers, and leveraging its platform to advocate for positive change in the running community.
2. Background
Oiselle is a women's running apparel brand founded in 2007 by a passionate runner, Sally Bergesen. The brand has built a strong reputation for its high-quality products, community-driven approach, and commitment to empowering women in sport. However, Oiselle faces the challenge of authentically advancing DE&I while staying true to its brand identity and fostering a welcoming and inclusive environment for all.
The case study highlights the brand's commitment to DE&I, evident in its efforts to increase representation of diverse athletes in its marketing materials and its participation in initiatives like the Black Girls Run Foundation. However, the case also points to the need for a more strategic and comprehensive approach to DE&I.
3. Analysis of the Case Study
Strategic Analysis:
SWOT Analysis:
- Strengths: Strong brand identity, passionate community, commitment to empowering women, innovative product development, strong social media presence.
- Weaknesses: Limited diversity in leadership and workforce, potential for accusations of tokenism, lack of clear DE&I goals and metrics.
- Opportunities: Growing demand for inclusive brands, increasing focus on DE&I in the sports industry, potential for partnerships with diverse organizations.
- Threats: Negative publicity for perceived lack of authenticity in DE&I efforts, competition from brands with strong DE&I initiatives, changing consumer preferences.
Porter's Five Forces:
- Threat of New Entrants: Moderate, due to the established brand loyalty and niche market focus.
- Bargaining Power of Buyers: Moderate, as consumers have a wide range of choices in the running apparel market.
- Bargaining Power of Suppliers: Low, as Oiselle has established relationships with suppliers and can leverage its brand power for negotiation.
- Threat of Substitute Products: Moderate, as consumers can choose from other sports apparel brands or even non-branded alternatives.
- Rivalry Among Existing Competitors: High, due to the presence of established brands like Nike, Adidas, and Lululemon, all vying for market share.
Value Chain Analysis:
- Primary Activities: Product development, manufacturing, marketing, sales, customer service.
- Support Activities: Human resource management, infrastructure, technology, procurement.
Business Model Innovation: Oiselle can explore new business models that align with its DE&I goals, such as:
- Community-based collaborations: Partnering with diverse running groups and organizations to co-create products and campaigns.
- Inclusive pricing strategies: Offering affordable options for athletes from all socioeconomic backgrounds.
- Sustainable supply chain practices: Prioritizing ethical and sustainable sourcing and manufacturing practices.
Financial Analysis:
- Financial Performance: The case study does not provide detailed financial information, but it is important to assess Oiselle's profitability, cash flow, and debt levels.
- Investment Opportunities: Oiselle can explore investment opportunities in areas that support its DE&I goals, such as:
- Investing in diversity training and leadership development programs.
- Supporting organizations that promote diversity and inclusion in running.
- Developing products that cater to the needs of diverse athletes.
Marketing Analysis:
- Market Segmentation: Oiselle can segment its target market based on demographics, psychographics, and running experience.
- Marketing Strategy: The brand can leverage a multi-channel marketing strategy that includes:
- Social Media Marketing: Engaging with diverse communities on platforms like Instagram, Twitter, and Facebook.
- Content Marketing: Creating content that celebrates diversity and inclusion in running.
- Influencer Marketing: Partnering with diverse athletes and influencers to promote the brand.
- Brand Management: Oiselle needs to ensure its brand messaging and visuals reflect its commitment to DE&I.
Operational Analysis:
- Organizational Culture: Oiselle needs to create a culture of inclusion and belonging for all employees.
- Human Resource Management: The brand should focus on recruiting and retaining a diverse workforce.
- Supply Chain Management: Oiselle can ensure its supply chain practices are ethical and sustainable.
4. Recommendations
Internal Initiatives:
- Develop a Comprehensive DE&I Strategy: Define clear goals, metrics, and timelines for advancing DE&I across all aspects of the business.
- Promote Diversity in Leadership: Increase representation of diverse individuals in leadership positions at all levels of the organization.
- Implement Diversity Training: Provide training to all employees on topics such as unconscious bias, cultural sensitivity, and inclusive leadership.
- Create Employee Resource Groups: Establish employee resource groups for diverse communities within the organization to foster a sense of belonging and support.
- Review and Update Hiring Practices: Implement inclusive hiring practices that attract and retain a diverse workforce.
- Conduct Regular DE&I Audits: Regularly assess the effectiveness of DE&I initiatives and make adjustments as needed.
External Initiatives:
- Partner with Diverse Organizations: Collaborate with organizations that promote diversity and inclusion in running, such as the Black Girls Run Foundation and the National Alliance for Hispanic Health.
- Feature Diverse Athletes in Marketing Materials: Increase representation of diverse athletes in marketing campaigns, product photography, and social media content.
- Develop Products for Diverse Athletes: Create products that cater to the needs of diverse athletes, such as inclusive sizing, culturally relevant designs, and adaptive apparel.
- Support DE&I Initiatives in the Running Community: Sponsor events and initiatives that promote diversity and inclusion in running.
- Engage in Public Advocacy: Use the brand's platform to advocate for policies and practices that promote diversity and inclusion in the sports industry.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations are aligned with Oiselle's core values of empowering women and fostering a sense of community.
- External customers and internal clients: The recommendations address the needs of both external customers and internal employees by creating a more inclusive and welcoming environment for all.
- Competitors: The recommendations help Oiselle stay ahead of the competition by positioning the brand as a leader in DE&I.
- Attractiveness ' quantitative measures: The recommendations are expected to lead to increased brand loyalty, market share, and profitability.
- Assumptions: The recommendations assume that Oiselle is committed to making a genuine and long-term commitment to DE&I.
6. Conclusion
By adopting a comprehensive and authentic approach to DE&I, Oiselle can strengthen its brand identity, attract a wider audience, and create a more inclusive and welcoming environment for all. This will not only benefit the brand but also contribute to positive change in the running community.
7. Discussion
Other Alternatives:
- Tokenism: While this approach may seem like a quick fix, it can be perceived as inauthentic and ultimately harmful.
- Silence: Remaining silent on DE&I issues can be seen as complicit and alienate potential customers and employees.
Risks and Key Assumptions:
- Risk of backlash: There is a risk of backlash from those who oppose DE&I initiatives.
- Cost of implementation: Implementing DE&I initiatives can be costly, but the long-term benefits outweigh the short-term costs.
- Assumption of commitment: The recommendations assume that Oiselle is committed to making a genuine and long-term commitment to DE&I.
8. Next Steps
- Develop a detailed DE&I plan with specific goals, metrics, and timelines.
- Create a budget for DE&I initiatives.
- Establish a DE&I task force or committee.
- Begin implementing internal and external initiatives.
- Monitor progress and make adjustments as needed.
By taking these steps, Oiselle can become a leader in DE&I and create a more inclusive and welcoming environment for all.
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Case Description
This case examines a small, high-growth women's athletic apparel company's activities to advance diversity, equity, and inclusion (DEI) and impact the apparel industry, while ensuring its internal organization and operations are aligned with its political and social stances. Founded as a "for women by women'' company, Oiselle (pronounced wa-zell) has a brand mission focused on women's empowerment. Its leaders support sociopolitical causes such as Planned Parenthood and Black Voters Matter. In the athletic retail industry, critics have found misalignment between companies' external branding and internal leadership. For example, Nike and Adidas marketing campaigns have championed female athletes and called for increased representation of women in sports, yet their own executive teams and board members are primarily men. Oiselle is led by women, who are increasingly elevating diversity in their branding, including highlighting gender, race, and LGBTQ+ disparities in the industry. The case presents background information on Oiselle and an overview of the business case for DEI. The case then asks students to wrestle with fundamental questions like the role of business in advancing DEI and how companies can incorporate DEI in a manner consistent with their business model.
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