Traditional cause marketing used to follow a strict formula: purchase one product, trigger a donation. Yet, as cause marketing evolves, so too do the ways to support issues. Forward-thinking retailers are developing entire lines or curated collections for a cause – making broader cause support the fashionable thing to do.
Joss & Main, home furnishing flash-sale website, has partnered with the Epidermolysis Bullosa Medical Research Foundation(EBMRF) to launch the "Curate for a Cause" program. Site members can peruse collections curated by celebrities such as Orlando Bloom, Courteney Cox, Bridget Moynahan and Zoe Saldana, knowing that a portion of every product purchased in the special collections will benefit the EBMRF.
H&M is no stranger to custom collections for a cause, either. Since 2008, the brand has collaborated with various celebrities and artists to create the "Fashion Against AIDS" line. Twenty-five percent of the profits from this limited-edition apparel and accessories shop support global HIV and AIDS initiatives. And earlier this year, WDYSF reported on Macy's Brazilian-themed Earth Day shop "O Mercado, the Market at Macy's" to benefit The Nature Conservancy featuring Brazilian designers and handcrafted jewelry and designs direct from Brazil. Cause collections are even going pink for Breast Cancer Awareness Month. Boutique jewelry shop, Stella & Dot, has launched a "capsule collection" of jewelry and accessories to raise funds for the Noreen Fraser Foundation, a nonprofit supporting breast cancer research and awareness.
As curated collections hit the racks, consumers are now offered numerous ways to support a retailer's philanthropic mission. This wider range of products allows brands to maximize consumer participation and contributions – benefitting both the brand and the cause it supports.
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