Client: Fred Perry 
Sector: Global Fashion and Retail 
Workforce: International retail and corporate teams 
Engagement: Strategic advisory, leadership development and long-term inclusion partnership 

Client Context 

Fred Perry is a global fashion brand with a distinctive British heritage and strong connection to youth culture and subcultural identity. As the organisation continued to grow internationally, leadership recognised the importance of embedding equality, diversity, and inclusion across all areas of the business, in a way that authentically aligned with brand values and organisational culture. 

The organisation sought a trusted partner able to support both strategic development and leadership capability as its inclusion journey evolved. 

The Challenge 

Fred Perry wanted to strengthen the organisation’s understanding of inclusion while ensuring its public commitments were consistently reflected in leadership practice, employee experience, and brand identity. 

Leaders were navigating complex cultural conversations and recognised the need for: 

• Greater organisational confidence in addressing inclusion challenges 
• Alignment between values, strategy, and day-to-day decision making 
• Ongoing advisory support during periods of reputational and organisational complexity 

Our Approach 

Blueprint for All developed a long-term partnership with Fred Perry, combining strategic advisory, leadership development, and organisational learning. 

The engagement included: 

• Design and delivery of tailored bias awareness learning across retail and regional teams 
• Executive advisory sessions supporting the evolution of the organisation’s inclusion strategy 
• Critical friend coaching for senior leaders navigating complex or sensitive situations 
• Ongoing leadership coaching to support sustainable cultural and organisational change 

The work evolved over time, enabling inclusion to become embedded progressively rather than through one-off interventions. 

What Changed 

Through sustained partnership, Fred Perry strengthened both organisational capability and leadership confidence around inclusion. 

Outcomes included: 

• Increased awareness and shared language around inclusion across retail locations 
• Stronger alignment between organisational values and brand identity 
• Greater leadership confidence in responding to complex inclusion challenges 
• Integration of inclusion considerations into strategic decision-making 

Why It Matters 

This partnership demonstrates how long-term advisory relationships can support meaningful cultural change within a commercial brand. Rather than treating inclusion as a standalone initiative, Fred Perry embedded it into leadership practice and organisational development. 

Blueprint for All Contribution 

Blueprint for All provided ongoing strategic advisory and leadership support, combining organisational psychology insight with practical commercial understanding to help embed inclusion sustainably across a global brand. 

Partnership and Social Impact 

Alongside consultancy engagement, Fred Perry has been a longstanding philanthropic partner, contributing annually to support Blueprint for All’s charitable programmes. This shared commitment has strengthened alignment between organisational purpose and social impact.