The Untapped Market
When Retail Reflects the Customer
At IKEA’s outpost in South Philadelphia, Jennifer Braxton, the store’s public and community relations spokesperson, says the Swedish furniture maker doesn’t just market to gay and lesbians, it also goes out of its way to hire them.
“When we opened our store in South Philadelphia, we held a recruitment fair at the William Way Community Center,” she said. The William Way, a gay and lesbian center serving the metropolitan region, regularly hosts events and acts as a meeting place for the community. “We believe our co-worker base should reflect the larger society,” Braxton said.