In the past year, Kontoor has relocated its EMEA HQ to a new Headquarters in Geneva. An immensely exciting and challenging undertaking! What were the strategic reasons behind the decision to relocate?
Firstly, this relocation is a strategic enabler for growth. By centralizing our EMEA commercial operations in Geneva, we're streamlining our processes and optimizing our resources. We relocated and consolidated teams from across Europe and this move allows us to create a stronger, more agile organization that can respond swiftly to market trends and demands.
Secondly, it aligns with our new global operating model. Geneva's strategic location positions us to better connect with talent, customers and markets across EMEA. We're not just relocating, we're expanding our reach.
The combination of our strategic positioning in Geneva and our global operating model will unlock significant benefits for Kontoor Brands, enhancing our go-to-market capabilities, allowing us to serve our consumers more effectively. This helps us focus on products that truly drive growth.
The decision to relocate is rooted in a vision of growth, globalization, and efficiency. It's a testament to our commitment to evolve into a more agile, market-focused, and globally competitive organization.
Were there any specific challenges faced during the relocation process with regard to employee retention or transition and how has the relocation impacted your talent acquisition strategies, especially in terms of accessing a new talent pool in Geneva?
The relocation was a momentous journey, marked by retention challenges and strategic adaptation. Our greatest asset, and what I often refer to as our secret sauce, has always been our people. We understood that preserving our strong culture and values was paramount, and that our people are the heart of our success.
We've cultivated a strong company culture centred around our core values: 'We are Kontoor,' 'We Win Together,' and 'We Do the Right Thing.' These values are not just words, they are embedded in everything we do.
In terms of talent acquisition strategies, our commitment to finding talent that aligns with our strategic business goals and strong company values remained unwavering. To ensure this, we invested in building an in-house Talent Acquisition team that could effectively convey Kontoor Brands’ essence and attract individuals who resonate with it.
Diversity has always been a strong driver of our talent acquisition strategy. We recognize that diverse teams boost employee engagement, improve decision-making, and enhance creativity. Consequently, we have committed ourselves to building diverse talent pipelines. This approach has been crucial in maintaining our unique identity during the relocation.
Partnerships with experienced agencies like Fusion Associates have also been instrumental, particularly for strategic roles. These partnerships were established with a key criterion - finding partners who truly understand and appreciate our company and our brands, Lee & Wrangler.
This relocation has broadened our horizons. While it presented challenges, it also expanded our talent pool across Europe, allowing us to access new, diverse perspectives.
How has the move to Geneva influenced the work culture and operational dynamics within the EMEA HQ?
During the transition, we saw our existing team members demonstrate unwavering commitment to carry forward the DNA of our heritage brands Lee & Wrangler and the essence of our company. Their dedication was nothing short of inspiring. They embraced the change with resilience and ensured that our established values remained intact.
Simultaneously, our new joiners injected a surge of energy and fresh perspectives into our work culture. They arrived with a contagious enthusiasm, infusing new ideas and novel viewpoints. This dynamic interplay between seasoned professionals and enthusiastic newcomers has been complementary. It has created a vibrant tapestry of diversity and innovation.
At Kontoor, our focus has always been on building cohesive and diverse teams while fostering inclusivity. This move has amplified that commitment. It has encouraged an environment where different voices are not only heard but valued. The result is a work culture that thrives on synergy, innovation, and a deep sense of belonging.
Gen Z is known for its unique values and priorities when it comes to the workplace. In your experience, what are you seeing as the key factors Gen Z candidates are looking for and how are you adapting your talent acquisition strategies to appeal to this generation?
In adapting our talent acquisition strategies to resonate with this generation, we took a creative approach. Early on, it became evident that Gen Z values more than just a job; they seek an immersive experience. To bridge this gap, we initiated cross-functional collaboration with our Senior Integrated Marketing team.
Together we developed Industry projects with fashion management universities across Europe. We engaged students with real-world marketing business cases, focusing on our brands. This initiative offers them a tangible insight into our company's operations and the opportunity to experience our brands first-hand. In return, we gain valuable insights into their work ethic and creative thinking.
This relationship not only helps us spot emerging talent but also adds genuine value to their career journey. It's a testament to our commitment to "The Experience" that Gen Z craves. We understand that by offering them meaningful engagements and opportunities to contribute, we not only attract top talent but also nurture a workforce aligned with our evolving company and Brand values.
As life expectancy continues to rise and retirement ages are pushed back, how is Kontoor addressing ageism in its talent acquisition strategies? Are there specific initiatives or programs in place to promote age diversity within the company?
Kontoor Brands recognizes the importance of addressing age diversity. Talent Development plays a pivotal role in this endeavour. It works hand in hand with Talent Acquisition to help shape our talent management strategies. As part of this strategy, the Talent Development team ensures we have robust internal talent pipelines and succession plans in place to ensure a career journey for our employees.
We understand that age diversity brings a wealth of experience, wisdom, and perspective to our organization. To promote this, we have initiated specific programs and initiatives aimed at attracting and retaining individuals from a diverse age range. These programs focus on mentorship, skills development, and providing opportunities for cross-generational collaboration.
Our commitment to age diversity across our Talent Management strategies is reflected in our multi-generational workforce. We actively seek candidates with diverse backgrounds and experiences, including those with valuable years of expertise.
The fashion industry has been under scrutiny for its representation and inclusivity, especially concerning people of colour. How is Kontoor Brands ensuring that its talent acquisition strategies promote diversity and prioritise the inclusion of people of colour at all levels, especially in leadership roles within the EMEA HQ?
For me personally the issue of diversity and inclusion is not unique to the fashion industry but resonates across the broader spectrum of our world today.
At Kontoor Brands, Diversity, Equity & Inclusion, is embedded in our organizational values, as we firmly believe that diversity enriches us. In every recruitment endeavour, we are dedicated to constructing a diverse talent pipeline for our hiring managers.
We recognize that it's not enough to merely talk about diversity; we must also act on it. To this end, our talent acquisition strategies are designed to ensure that representation and inclusion, permeate all levels of our organization, including leadership roles.
Diverse teams offer diverse perspectives, enriching our capacity to connect with the wide range of consumers we serve. Our commitment to diversity and inclusion extends beyond rhetoric; it's a testament to our values, We are Kontoor, We win together, and We do the right thing. We continue to focus on this with a dedicated DE&I function ensuring this is a red thread that runs throughout our company culture.
As fashion embraces digital innovation, how has this reshaped the positions you're recruiting for and the expertise or competencies you prioritise?
While we are indeed always on the lookout for digitally savvy talent, our priorities go beyond current skill set.
In this rapidly evolving digital landscape, what you know today may become outdated tomorrow. Therefore, we place a premium on individuals with a hands-on mentality, a mind-set that transcends specific skills. It's not just about what you bring to the table today but your readiness to tackle the unknown challenges and opportunities of tomorrow.
Digital expertise remains essential, but we recognize that a keen willingness to adapt and learn is equally vital. In an environment where innovation is constant, having a growth mind-set is invaluable. We seek individuals who are not just content with their existing knowledge but are hungry to expand it continuously.
Our approach to talent acquisition centres on finding those who possess the curiosity and resilience to navigate the ever-changing digital landscape. It's a reflection of our commitment to staying at the forefront of digital innovation and keeping our brands relevant. By prioritizing this mind-set, we ensure that our teams are not just equipped for today's challenges but are also prepared for the dynamic future that awaits us.
How has digital transformation impacted talent acquisition at Kontoor? Are there any specific tools or platforms that have been game-changers for your team and how are you leveraging technology to enhance the candidate experience during the recruiting and onboarding process?
Our values emphasize that "we are Kontoor," and this philosophy underpins our approach to talent acquisition. Our dedicated Talent Acquisition team is committed to delivering a personalized candidate experience that establishes genuine connections and builds trust. In a digital era where interactions can sometimes feel impersonal, we prioritize the human element.
Furthermore, our team is driven by data, and this is where technology becomes our ally. Being data-driven allows us to adapt swiftly in the digital realm, shifting our strategies in real-time to meet the evolving demands of the candidate landscape, which remains highly competitive.
Digital tools and platforms have indeed been game-changers for us. They've empowered us to identify and engage with the right talent at the right time, more efficiently and effectively. Through these digital tools, we are able to create a positive experience.
The digital transformation has not only redefined the way we operate but also reaffirmed our commitment to being a people-centric organization. We use technology as an enabler, allowing us to build trust and connections while attracting top talent in this ever-evolving and competitive candidate landscape.
About Fusion Associates
Since 1998, Fusion Associates has been placing experienced professionals across the globe within consumer markets including consumer goods, fashion, sporting goods, healthy living and luxury.
Environmental, humanitarian, social and political concerns are close to the Partners both in and out of the business. We pride ourselves in partnering with industry leaders who wish to contribute to a better, more sustainable future. Working with global companies that are at the forefront of innovating and integrating sustainability into the heart of their business, we have helped build purpose-led teams from leadership to subject experts in biodiversity and animal welfare.
