TheIndustry.fashion Awards Winners' Interview: Stephanie O'Reilly, Head of Community, Schuh

In this series, TheIndustry.fashion continues to celebrate the achievements of the winning brands from TheIndustry.fashion Awards 2025 through a collection of dedicated interviews.

With the Awards dedicated to People, Planet & Purpose, we set out to uncover the strategies driving positive change in the industry - from sustainable and circular practices to strategies amplifying diverse voices and supporting community and charitable causes.

Within the People category, Schuh won the award for Diversity & Inclusion: Social Media & Marketing. Additionally, in the Purpose category, it received the Community Initiative award for its Future You campaign.

Head of Community Stephanie O'Reilly shares insights on the community initiative for which Schuh was recognised, as well as other efforts the retailer has made to champion purpose. She also discusses how the footwear retailer is promoting diversity and inclusion, adapting to changing consumer behaviours, and more.

What are the core values that drive Schuh and how are they reflected in the business?

At Schuh, we are unapologetic about what we stand for. We’ve always championed self-expression and believe everyone should be able to showcase their unique style without fear of judgement. We’re committed to creating spaces for our community where they can be fiercely themselves.

How is Schuh using its social media and marketing to champion diversity and inclusion? Why is this important?

We want to inspire our customers to own their individuality, follow their passions and express themselves in whatever way feels right for them. We celebrate this through our marketing and storytelling, embracing diversity and championing inclusivity. But it can’t only be about how we tell a story. It’s how we show up inclusively for customers through every touch point. For example, we add ID captions to all our social posts to ensure they are accessible to as many people as possible and will always include subtitles where we have voiceovers and interviews.

What was the significance of winning the award for Diversity & Inclusion: Social Media & Marketing?

Our entry was focused on our single-shoe initiative that reinforces our commitment to an inclusive shopping experience. The initiative, which launched in August 2024, means that customers who require only one shoe due to a limb difference or disability can purchase a single shoe in-store with a 50% discount applied. For customers unable to get to a Schuh store, the initiative is available via Schuh’s customer experience team.

Since its launch, we have been positively recognised by the industry but more importantly, we have received powerful feedback from customers who have purchased single shoes, cementing the life-changing impact this inclusive offer has had.

These initiatives might at first glance only seem helpful to a few people, but it’s not really about that. It’s about creating a shopping experience that ensures everyone feels able to be their truest selves.

How is Schuh responding to changing consumer behaviours, particularly among Gen Z and Gen Alpha?

We want to give young adults the permission and power to experiment and flex. Growing communities of Gen Z consumers are rejecting mundane uniformed dressing and are opting to express a more creative side to their personal style.

We’re creating a safe space for those who don’t want to be boxed in and are pushing back on traditional, rigid style and gender expressions that exist across the high street. Offering young people a space that feels affirming, accessible and joyful gives us the opportunity to foster connections and deeper consumer engagement.

Can you tell us about the community initiative Schuh was recognised for, and other work the retailer has done to champion purpose?

Future You is Schuh’s flagship community initiative - an engagement event, designed to be a catalyst for positive change in young lives. We have run the initiative in partnership with The King’s Trust - the UK’s largest youth charity - since 2020. So far, we’ve connected 1,435 young people with The King's Trust.

The King’s Trust is a leading authority on youth issues. We lean into the charity’s strategy and insight and they tell us what’s important to young people right now. Together, we then try to build an event that delivers content and value that is relevant to our shared audience.

The initiative has made a significant impact already, and this year we will bring the event to Glasgow to surpass 1,500 participants.

We aim to champion Purpose in everything we do. We recognise the interdependence of wellbeing, community building, inclusion and the environment. We know these are important priorities for our customers too.

What was the significance of winning the award for Community Initiative?

When the Schuh team had the idea for the event (this was before my time at Schuh!), they wanted to reach young people at scale and have the initiative recognised for creating a safe positive space for young people. Although the challenges have shifted and changed across five years, this goal has been achieved, which is very motivating. We believe every young person - regardless of their background or identity - deserves an opportunity to create a better future for themselves.

There are lots of Schuh employees that work so hard on these events, so winning an award is a nice piece of recognition for them. These events just wouldn’t happen without the hard work of the teams across the business.

Why should brands and retailers be championing people, purpose and planet today? Any advice?

We have a platform, a portfolio of places both online and ‘IRL’. Internally, there is a culture of Purpose. We have a small but mighty team dedicated to Purpose initiatives and there are so many fantastic people across the business who are so passionate about progress. We also have an engaged audience, so we can use all of these things to enable positive change.

Brands and retailers have an opportunity to become meaningful high street destinations. Every positive step, no matter how small, is a step forward. We have to do more and give customers something to be a part of.

What can customers expect from Schuh over the next year?

We will continue to champion inclusivity and amplify young voices through brand stories, campaigns and community. We’re cultivating an open-door, open-minded community. This isn’t a seasonal stance, this is what Schuh is.

Our grass-root community initiatives will be expanding into the sports space. The opportunity to build community, connection and belonging with the next generation of fans is exciting. Our recent campaign with East London football team Baes FC - a team formed for women, trans and non-binary people of Asian heritage shows how we can spotlight voices that are often left out of mainstream narrative and enter the world of sport in a purposeful way.

As the Community Initiative award was sponsored by Studio 82, we asked the creative agency about the industry trends it's adapting to and its top advice for creating a successful community initiative.

How does Studio 82 collaborate with brands? Can you talk us through the services you offer, and how these help both brands and retailers create meaningful impact?

Our process is rooted in collaboration. Whether we’re working on a fashion week moment, a brand dinner, or a creative campaign led experience, we build every concept from the ground up. Our services span ideation, design, production, content, influencer engagement, and logistics, but what sets us apart is how we bring them together to tell one story.

What trends are you seeing in the industry that you're adapting to?

We’re seeing a clear shift towards intimacy over scale. Rather than chasing high headcounts, brands are investing in curated, highly considered moments, salon style events, private previews, and IRL activations crafted for storytelling. There’s a new focus on experiences that don’t just show the product, but shape the narrative around it.

One of the biggest shifts we’re adapting to is the rise in destination press trips, both abroad and locally. These aren’t just getaways; they’re immersive, multi-touchpoint campaigns that stretch beyond the traditional pop-up. Instead of one big brand moment, we’re helping clients craft a series of intimate, narrative led experiences that unfold across a few days.

We’re also responding to a new kind of consumer expectation: one that values transparency, sustainability, and community alignment as much as aesthetic. For us, that means building experiences that are beautiful, yes, but also rooted in relevance and intention.

Why are community initiatives so important in today’s market? What value do they offer to both brands and consumers?

Because brand loyalty isn’t just about product anymore, it’s about belonging. Community initiatives are a way for fashion brands to step out of the spotlight and listen. Whether it’s through wellness pop-ups, localised events, or partnerships with cultural changemakers, these moments allow consumers to see themselves reflected in the brand. That creates deeper trust, richer engagement, and ultimately, stronger brand equity.

What’s your top piece of advice for creating a successful community initiative?

Lead with purpose. If it feels performative, people will tune out. The best community work is co-created, not prescribed. Involve the right voices early, design with inclusivity in mind, and ensure the experience ladders back to a real world impact, whether that’s education, accessibility, or cultural relevance.

TheIndustry.fashion People, Planet & Purpose Awards will be back for 2026. Find out more at the theindustry.fashion/awards/. For sponsorship enquiries, please email [email protected]