Chubbies
The Challenge
Chubbies is a men’s apparel brand that lacked diversity holistically in part, they felt, because their brand had become identified with a “fraternity mentality.” (The four cis male founders met at Stanford and originally marketed their line to fraternities.) They were looking to achieve a clear strategy to be more inclusive across the board, and they also wanted the opportunity to show their customer base that they were more DEIB-focused than their origin story immediately implied.
The Goal
Chubbies’ biggest focus was to represent and reflect the United States population in five years while shifting their workplace culture toward inclusivity and continued learning around diversity, equity, and belonging.
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Chubbies' 5 DEIB Pillars
PowerToFly’s DEIB team worked hand-in-hand with Chubbies to create an in-depth analysis and comprehensive data and insights-driven strategy to strengthen and streamline the brand’s diversity, equity, inclusion, and belonging efforts, both internally and externally.
Chubbies' five DEIB pillars are:
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Team Equity
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Inclusive Recruiting
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Inclusive Content
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Inclusive Accountability
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Charitable Donations
The Solution
The men's apparel brand had a major problem with a team that lacked diversity, something that was evident at all levels of the company. They needed to first change their image and promote inclusivity from within in order to infuse a spirit of DEIB into their relationship with consumers and throughout the supply chain.
PowerToFly conducted in-depth research, on both the group and individual levels, across the company to gain a deep understanding of the high-level needs for Chubbies' growth.
We created and facilitated DEIB-focus groups, as well as company-wide DEIB training sessions that were complemented with feedback and strategy meetings where we prepared employees for current and future initiatives. Finally, we defined audits and follow-up surveys to ensure accountability.
Ultimately, PowerToFly’s in-house team of DEIB consultants and educators presented Chubbies with a culture-shifting approach that was tailored to their needs. We summarized this set of solutions as:
Team Equity
Chubbies received a pay equity analysis that made it possible to define gender gaps by levels and demographics.
Inclusive Hiring
Chubbies exceeded its one-year gender diversity target with PowerToFly's inclusive hiring best practices.
Inclusive Content
Chubbies exceeded its marketing representation goals and shifted its brand image toward inclusion and social justice.
Charitable Giving
Chubbies launched Foundation43, focused on mental health in historically marginalized communities.
Inclusion Responsibility
Chubbies scored a 90+ on its inclusion survey since the start of its partnership with PowerToFly. Additionally, both employee engagement and retention improved.
The Impact
One of the original 5 year goals outlined in Chubbies’ DEIB strategic plan created last year was for their company to match the US demographics around race + gender. Fast forward to just a year later - they got their demographic survey results back, and they’ve almost matched the US demographics!
Targeted Event
March 2021
24,000+
Women invited to attend
134
RSVPs
77
5
Pillars in tailor-made plan
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"The PowerToFly team led a powerful discussion that allowed open space for attendees to ask uncomfortable questions.
For a company focused on hitting metrics, they were able to land the powerful notion that it's not about quotas but GOALS.
I can confidently say that our leadership team is walking away with a better understanding that our inclusive hiring is all about 'how' we reach diverse applicants."
- Tessa Johnston, People and Development Manager, Chubbies