From exclusivity to inclusivity
Exclusive brands, exclusive events, exclusive treatment, exclusive gifts… All this sounds so attractive. Doesn’t it?
When did this word that comes from exclusion, became so positive?
Well, we know that in the market people are looking for something unique, something that isn’t the same as everyone else’s: something “exclusive”. Which means something that excludes the mass and makes you feel special and part of a small group.
This could make senses, but I personally believe that the inclusive approach has a better impact. That’s what Ginga is all about. Let me explain how:
There were two ways of developing our brand:
Option 1 - Exclusive approach
The fashion brand of Down Syndrome people. Here, exclusively people that has Down Syndrome work.
This is a good way to promote their skills. But guess what? They will always feel different, because it would be the fashion brand of Down people only, and not a brand of people.
As much nice as it could be to promote their abilities, at the end of the day, the big message everyone gets is “we are not the same”.
Option 2 – Inclusive approach
The fashion brand of people. Here, also Down Syndrome people work.
This is a better way to promote their abilities. They will always feel equal, because that T-shirt they designed, or that T-shirt they modeled for, is being presented in the same way, in the same shop, and at the same price, just like the non-disabled designers or models.
Can you see the difference now? Here, they feel an equal part of the same thing. Here they feel fully respected for what they are: people.
We chose the inclusive approach in our T-shirt brand, to make sure that the impact we do is stronger and more positive.
And now, how do feel about exclusivity and inclusivity?