Normalizing the Brand Committee

Challenge

In 2017 with a focus on ensuring DXL staffing is a representation of the communities DXL serves, we established our Diversity & Inclusion initiative, Normalizing the Brand (“NTB”). We analyzed internal vs. market demographic data to identify and address areas of opportunity. We realized there was a need to do more to convey additional internal awareness to our enterprise and provide associates with materials/training/resources addressing how to challenge bias and build inclusion.

Actions

In early 2021, DXL enhanced our NTB initiative by establishing a cross-functional associate group, the DXL Normalizing the Brand Committee. The NTB committee is comprised of associates from the stores and home office who are passionate about supporting and enhancing a culture where all associates are valued, equal and encouraged to speak up. The committee meets monthly to share ideas, review data and provide oversight and input via communication, training and strategy to the DXL organization. The NTB committee aids the organization by providing awareness and tools to encourage active consciousness and diversity of thought to transform capabilities that encourage cultural fairness and build resilience in the organization. The committee ensures that everyone feels safe and can bring their full, unique selves to work.

Outcomes

The committee has partnered with Human Resources on a number of key initiatives since its inception:

  • Created and rolled out an online Unconscious Bias training series
  • Initiated the first ever Town Hall focused on D&I
  • Worked with the Core Values & Associate Recognition Committee to recommend and incorporate “Inclusive” as our 5th Core Value
  • Shares ad hoc communication with the organization on D&I topics
  • Created a written guide to help managers facilitate conversations around D&I with their teams. Supplemented the guide with a video of two of DXL’s leaders preparing to lead a conversation and sharing personal anecdotes
  • Publishes a monthly D&I Calendar
Contact

Tracy Piper

Was this action helpful?
Yes
No