2 mins
Diversity to achieve GREATER SUCCESS
How salons and barbershops are adapting to changing client's profiles
CUT THROAT, LONDON
In recent years, a focus on gender neutrality, inclusivity and diversity has seen a shift in the types of clients visiting salons and barbershops, and the range of services they need. LGBTQ+ communities and women fashioning shorter styles lends itself to skills that are more aligned to barbering, while the growth in demand for colour and skincare expertise among men means the profile of customers is changing.
So, how can salons adapt to this change, and how can barbers accommodate a growing female client base?
“More women are visiting barbers, and more see barbering as a career choice,” says Katie Fielder, Takara Belmont’s National Sales Manager. “Salons are increasingly cutting shorter styles on female clients, while both need to accommodate men who want more than a traditional cut and style. These changes have an impact on the skills that salons and barbers need, but also their equipment choices and interior design.”
Gender-neutral LÍMON.Studio reflects the changing complexion of barbershops, as they actively engage with the LGBTQ+ community and attract female clients opting for stylists with barbering skills. “Our services, design and equipment choices are all geared towards gender neutrality and inclusivity,” says co-owner Ellie Brenchley. “The Dainty chair reflects this approach, and the RS Prime provides high-end backwash experiences for all clients.”
CUT THROAT, LONDON
WOOLF KINGS X
RUFFIANS, SHOREDITCH
Betty Lingwood, Head of Ruffians Barbershops, agrees that evolution is key to meeting the expectations of a changing clientele. “With shops in locations such as Covent Garden and Shoreditch, we’ve always served a diverse client base in an inclusive setting. With our new product launch around the corner, we have been focusing on a range that reflects the growth in men looking for skincare and hair care solutions.”
When it comes to adapting to a changing clientele, Mike and Emily Taylor from Bonds Barbershops and Mike Taylor Education point to education as key to preparing for the future. “Salons and barbershops welcome clients from all sections of society,” says Mike.
“While there has always been lots of male hairdressers, it’s now commonplace to see female barbers. Training needs to equip barbers and stylists with the skills they need to accommodate all clients.”
With demand for men’s colour predicted to rise substantially*, this may mean barbers recruiting colour specialists rather than re-training barbers to become colour experts. Emily Taylor comments: “Salons may need to increase their barbering skills and barbers may need to recruit specially trained staff to take their business in new directions. This could see different specialists working in barbers and salons as they adapt to a changing client landscape.”
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