Happy Black History Month from Kustomer

We are now in the midst of the first Black History Month of the new decade, a month that has always held a special place in my heart. As an African American man living in this country, every February gives me the opportunity to kick off the year reflecting on the work my ancestors did to provide the life I have today, their struggles, and what they were able to accomplish in a relatively short amount of time, under a tremendous amount of pressure.

Black History Month also reminds me that not too long ago this country was a very different place, where people like Congressman John Lewis had to fight for every right given to those in the minority. Even today, in 2020, we still have work to do.

This year I have the opportunity to celebrate with my colleagues here at Kustomer. One of my favorite things about working at Kustomer is the sense of community and inclusion at the company. I am especially excited to learn from one another this month and swap stories to help further Kustomer’s company culture. As part of Black History Month, we will dine on meals from throughout the African diaspora, watch movies about black history like Hidden Figures, and focus on what we can do together to promote diversity.

From all of us here at Kustomer we want to wish everyone a Happy Black History Month!

Happy Black History Month

Kustomer Black History Month Logo for Header and Footer

February, the second month of the year. By now, many of us have given up on our New Year’s resolutions and we’re still trying to pay off last year’s holiday debt.

For me, February means so much more and it’s all because of the celebration of Black History. It’s a time for me to reflect on the tears shed, the sacrifices made, the victories won and the joy had by Black people everywhere. It’s a chance for me to showcase the genius and bravery of Harriet Tubman, Sojourner Truth, Martin Luther King Jr, Malcolm X, Madam CJ Walker, Angela Davis, Rosa Parks, James Baldwin, Thurgood Marshall, Dorothy Height and so many more. Lucky for me, I work at a company who also recognizes the importance of Black History Month.

Kustomer supports inclusions on all levels within the company. Leadership supports different initiatives and activities to promote diversity and education of all cultures. At Kustomer, your race, gender, religion, creed and/or sexual orientation is something we celebrate. It’s those differences amongst one another that makes us a unique Krew and a great place to work.

To celebrate Black History Month we’ve changed the color of our Kustomer logo to feature the colors of the Pan-African Flag. The Pan-African Flag, created in 1920, is an emblem of pride featuring the colors red, green and black. Red symbolizes the blood that unites all people of Black African ancestry, and the blood shed for liberation. Black symbolizes the Black people and green symbolizes the abundant natural wealth of Africa. Our Kustomer logo will feature these colors all month long to honor the sacrifices, heritage, & pride of African-Americans & Africans everywhere.

Kustomer promotes a culture of inclusion. As a proud Ghanaian-American I’m glad I get to showcase that pride everyday here at Kustomer.

From all of us here at Kustomer, Happy Black History Month!

For Fashion and Beauty Brands, Diversity Is More than Skin Deep

Customer experience starts before your customers reach out to you—if they feel uncomfortable or excluded by your product range, advertising, or any other factor, you’ve already lost the chance to build a relationship. New fashion and beauty brands are overtaking legacy offerings by taking advantage of underserved markets, building on those lost relationships and offering a better experience.

Beauty brands specifically are reaching a wider audience by diversifying their color palettes and offering hair and skincare products that suit a greater variety of textures and shades. For new companies, this approach is capturing the attention of customers who have felt left out, and for more established ones, it’s allowing them to grow audiences in new demographics using their existing brand caché.Legacy beauty has historically focused on creating palettes for light skin while creating only a few or no options for other skin types. New beauty has taken the opposite approach, appealing to those customers who have felt left out for decades. Rihanna’s uber-popular Fenty Beauty has made a name for itself by offering a more diverse product range. That includes 40 shades of foundation, which puts most of beauty’s biggest names to shame.

Sephora (a fellow LVMH brand) called Fenty “the most inclusive beauty brand in the world,” and it was dubbed “Invention of the Year” by TIME.

Fenty’s approach has already more than paid off. Fenty Beauty’s customers are some of the biggest spenders on beauty products in general, spending an average of $471 a year on makeup according to a report by Slice Intelligence.

A similar story has been unfolding in the fashion space, but not around the color of customers’ skin. Instead, it’s been around body-type. Legacy fashion brands have historically only offered a narrow range of sizes up to around size 12, limiting their appeal to only a handful of body types. But today, two-thirds of American women are above size 14. This means that these legacy brands are holding themselves back from a market worth $20 billion (and growing).

New brands like Universal Standard offer a range of sizes, from 00 – 32, making sure no one is left out and winning customers and praise in the process. Good American Denim sells their extensive size range in a single place, not relegating them to a separate plus-size section. These brands lead with positivity and acceptance, rather than the traditional snobbery and exclusiveness some luxury fashion brands have grown a reputation for.

However, some traditional apparel brands are picking up on the trend as well. Target has seen great success after launching an extended size range in 2015, and Nike credits its expanded size range as one the main factors boosting their bottom line. Expanding your size range can be expensive, but lucrative luxury brands like Gucci have no excuse for not keeping up.

The lesson for established brands is clear: delivering a relevant experience to an ignored customer base can yield dividends.

Deliver effortless, personalized customer service.

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