{"id":472,"date":"2021-03-24T08:00:23","date_gmt":"2021-03-24T12:00:23","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/03\/24\/female-voices-how-retail-leadership-is-evolving-with-changing-times\/"},"modified":"2021-03-24T08:00:23","modified_gmt":"2021-03-24T12:00:23","slug":"female-voices-how-retail-leadership-is-evolving-with-changing-times","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/female-voices-how-retail-leadership-is-evolving-with-changing-times\/472\/","title":{"rendered":"Female Voices: How Retail Leadership Is Evolving With Changing Times"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376260 = window.plc376260 || 0;\n            document.write('<' + 'div id=\"placement_376260_' + plc376260+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376260, [300,250], 'placement_376260_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376260++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Melanie Vala, Chief Commercial Officer, Splitit<\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">2020 took all industries by surprise, but especially the retail community.\u00a0 From the accelerated shift to digital commerce to supply chain breakdowns to teams going remote, retail leaders faced unprecedented levels of change on all fronts.\u00a0 As the retail playbook continues to be re-written, leaders will need to stay connected to new trends, remain agile, embrace human challenges and keep teams engaged and motivated in 2021 and beyond.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In celebration of International Women\u2019s Day, I had the opportunity to moderate the discussion, \u201cRetail Leadership Perspective: Strategy and Leadership in Unpredictable Times,\u201d featuring valuable perspectives and advice from three dynamic female retail leaders: Jennifer DiPasquale, President &#038; Co-Founder of Women in Retail\/Total Retail, Dawn Robertson, CEO of On-Campus Marketing, and Vanessa LeFebvre, SVP of Commercial, Adidas.\u00a0 These are the five biggest takeaways from our discussion, including important insights on how leadership has evolved and how the lessons will be applied in the future:<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The consumer is in charge<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">In retail, the consumer has always been important, but now the consumer is fully in charge.\u00a0 Connected shoppers are buying however and whenever they want.\u00a0 And they\u2019re a mere screen tap away from finding retailers who can satisfy their changing buying preferences.\u00a0 In addition, consumers are increasingly interested in supporting brands with purpose.\u00a0 As a result, one of the biggest silver linings of the past year is that brands are becoming more socially conscious, focusing on issues like sustainability.\u00a0 Moving forward, however, the retail industry evolves, meeting the broad spectrum of customer wants and needs will remain central to success.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<h3 class=\"wp-block-heading\"><strong>Unlearning is just as important as learning<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Retail leaders are increasingly recognizing that what needs to be unlearned can be just as important as what needs to be learned.\u00a0 With just about everything in retail turned upside down, leaders need to reprioritize and determine what remains important, oftentimes unlearning what was done traditionally in favor of new mandates like profitability, digitization and omnichannel practices.\u00a0 This requires figuring out what to let go of to move forward and embracing new ways to fuel business growth and professional development.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Vulnerability equals relatability<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">In times of massive change and unpredictability, showing vulnerabilities as a leader is especially important.\u00a0 By allowing yourself to acknowledge that you don\u2019t have all the answers, that you may be having an \u201coff day,\u201d or that you don\u2019t have a crystal ball for the future, you\u2019re showing your humanity and giving your team permission to show theirs.\u00a0 By asking your team for help, you\u2019re also building a critical network of support that will help work through issues and uncover solutions together.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Flexibility is key to staying nimble<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">As leaders in times of change, it\u2019s especially critical to embrace the fact that not everything will turn out perfectly.\u00a0 The more flexible we can be, the more comfortable we can be when plans go awry or expectations aren\u2019t perfectly met.\u00a0 With nearly <a href=\"https:\/\/www.cbsnews.com\/news\/covid-crisis-3-million-women-labor-force\/\">3 million American women<\/a> have left the labor force over the past year, meeting individuals\u2019 needs wherever they have never been more pressing.\u00a0 For working mothers with children at home, for example, building flex time throughout the day can go a long way in fostering a healthy balance between work and home demands.\u00a0 So is thinking about your organization\u2019s social contract to create the space and permission for individuals to take a step back to do a wellness check or take a short walk.\u00a0 Similarly, listening sessions provide teams the chance to ask questions and have their voices heard.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Celebrate employee success<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Positivity can be just as contagious as negativity.\u00a0 Acknowledging people for their contributions&#8211; whether big or small&#8211; helps keep teams engaged and feeling good about their work.\u00a0 One idea is to create \u201cvisibility buddies,\u201d partnering people up to serve as one another\u2019s champion.\u00a0 When employees receive praise, they are much more likely to feel that they are contributing real value.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While the future of retail remains unclear, there\u2019s no denying that more changes are on the horizon.\u00a0 By accepting that things won\u2019t go back to how they were before the pandemic, retail leaders can stay agile and ready to meet the needs of both customers <em>and <\/em>employees.\u00a0 And by continuing to lead with humanity, empathy and inclusivity, leaders can create a supportive and uplifting environment for all.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n    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By accepting that things won\u2019t go back to how they were before the pandemic, retail leaders can stay agile and ready to meet the needs of both customers and employees.  <\/p>\n","protected":false},"author":7,"featured_media":473,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-472","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Female Voices: How Retail Leadership Is Evolving With Changing Times | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/female-voices-how-retail-leadership-is-evolving-with-changing-times\/472\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Female Voices: How Retail Leadership Is Evolving With Changing Times\" \/>\n<meta property=\"og:description\" content=\"While the future of retail remains unclear, there\u2019s no denying that more changes are on the horizon. 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