Fashion for a cause Essay Example for Free

Fashion for a cause Essay Having a ribbon on your outfit to support a cause is a thing of past. Today a brand needs to be more deeply involved with different social causes as well as provide us with fashionable clothes. But what is the primary motivation for a buyer in this scenario? Does he buy such products because he wants to support the social cause behind it or because of the product itself and the brand name it carries? Is it just a onetime buy? Is the consumer completely aware about the social concern the product is working for? Are the Indian customers ready to adopt such brands? Objectives 1. To understand if there is a direct relationship between the social concern factor and the brand equity of the product. 2. To know the primary motivation of the buyer of such brands. 3. To check the brand loyalty of these consumers for such brands. 4. To check if the consumers are aware of the social concern around which the product is being promoted. 5. To check if the consumers in India are ready to adopt such social brands. 2 CHAPTER 2 3 Review of Literature (Fernandez, 2013) ‘It is not how much we give, but how much love we put into giving,’ wise words by Mother Teresa. In today’s world that is fuelled by money, it is endearing to find people who try to fuel the world with love and so, it is in this nature that companies have started to verge toward campaigns themed with more ‘selfless giving‘. In the past few years there have been a trend towards various noble causes: charity events, concerts, and other philanthropic endeavours brought about by various companies in a number of industries. There are also a wide a number of advocacies that include: AIDS, HIV, cancer, global warming, gay rights, and many others, in need of charitable donations. And while the whole idea of fashion-brands-going-the-extra-mile-for-a-better-cause may give us the warm feeling and a restored faith in humanity, there is still that quiet looming reminder that in the world of business, nothing comes free. (Times of India, 2013) Fashion may be used to promote a cause, for example, to promote healthy behaviour, to raise money for a cancer cure, to raise money for local charities, for example a Juvenile Protective Association, (Martin, 2013) or to raise donations for a childrens hospitals. (Sultan, 2011) â€Å"Most people do not take the time to donate to the charities yet a small donation can make a very big difference in another persons life. The most important aspect of donating to charity is the fact that you will be helping out a needy person get basic human necessities improving a life in the process. † In today’s busy life not many people take out time to make donations and do charity work but everyone has time to buy new clothes and if buying these clothes can help someone in need wouldn’t that be worth it? (Singh, 2013) â€Å"The global appeal and charitable nature of stores like Being Human not only gives a unique shopping experience to the customers, but also gives them satisfaction of doing good. † The idea of following a film star always appeals to the masses. (Khan, 2013) â€Å"All fashion labels are about looking good, Being Human is also about doing good. † (Beig, 2013) â€Å"Wearing Being Human means you ‘look good, do good’ because you help people by the simple act of slipping on your clothes every day. † (Mandhana, 2013) â€Å"The ‘Being Human’ line is designed to offer comfort, quality and style while supporting an endeavour of good cause. † (Chase, 2009) In a study of how a clothing brands affiliation with a social cause would affect buyers spending habits the research team conducted a survey of Generation Y college students to find out how their support of an existing line of apparel, 7 For All Mankind, might change should the brand begin campaigning with, say, Breast Cancer Awareness. The study reported that both college men and women would hold such brands to a higher esteem in general, and 89% would likely switch from Brand A to Brand B if Brand B was associated with a socially/environmentally focused cause (assuming price and quality are held constant). Additionally, 72. 4% stated they had intentionally purchased a brand name product due to the fact that the brand was affiliated with a cause they agreed with. 4 (Markson, 2012) Purpose is being integrated into marketing efforts in more concerted ways and with favourable consumer response. According to Markson, the marketing world is coming to an understanding that purpose must carry as much weight in crafting an effective ad campaign as the traditional Four Ps of Marketing: Price, Placement, Product and Promotion. In the United States, after quality and price, social purpose (at 47 percent) ranks higher as a purchase motivator than brand loyalty (27 percent) and design and innovation (26 percent). In addition, if a brand of similar quality supports a good cause, 75 percent of consumers claim they would buy it and 76 percent claim they would recommend and share positive experiences about such a brand. Sixty-two percent of U. S. consumers say they would also switch brands if a brand of similar quality supported a good cause. Finally, U. S. consumers willingness to actually promote a brand that supports a good cause jumped 19 percent from 2008 (47 percent) to 2010 (66 percent). (Barkley Cause Survey, 2010) A full 88 percent of American men say it is important for a brand to support a cause. Such a finding points to a new masculine ideal taking hold, an evolution beyond the bad-boy tough guy ideal. American men are comfortable with having a good heart. Maybe they dont want to wear it on their sleeve. But they do want to contribute through their purchases, and in fact a majority demands it, 55 percent of men said they would switch brands from a company that did not support a cause to one that did. (Storm, 2013) Fashion is fun, but sometimes it’s more than that. Certain brands answer to a higher calling than simply making shoppers look fabulous and consumers seem willing to pay extra for it. According to Nielsen’s Global Corporate Citizenship Survey, 46 percent of consumers are willing to pay more for products and services from companies that give back to society. (Nielsen, 2012) New findings from a Nielsen survey of more than 28,000 online respondents from 56 countries around the world provide fresh insights to help businesses better understand the right audience for cause marketers, which programs resonate most strongly with this audience, and what marketing methods may be most effective in reaching these consumers. In the study, respondents were asked if they prefer to buy products and services from companies that implement programs that give back to society. Anticipating a positive response bias, respondents were also asked whether they would be willing to pay extra for those services. For the purposes of this study, Nielsen defines the â€Å"socially conscious consumer† as those who say they would be willing to pay the extra. Two thirds (66%) of consumers around the world say they prefer to buy products and services from companies that have implemented programs to give back to society. That preference extends to other matters, too: they prefer to work for these companies (62%), and invest in these companies (59%). A smaller share, but still nearly half (46%) say they are willing to pay extra for products and services from these companies. These are the â€Å"socially conscious consumers,† as defined by and focused upon in this report. Sixty three percent of global, socially-conscious consumers are under age 40, they consult social media when making purchase decisions and are most concerned about environmental, educational and hunger causes, according to a new study from Nielsen, a leading global provider of information and insights into what consumers watch and buy. 5 6 Few of the brands I came across during my research: 2. 1 Sseko Designs Mission and Impact on Sseko Designs official webpage: Sseko Designs uses fashion to provide employment and scholarship opportunities to women pursuing their dreams and overcoming poverty. To date, theyve enabled 33 to continue on to University. They provide employment (along with access to a comprehensive social impact program) to their team of 45 women in Uganda. And they do it all through a financially selfsustaining model. Issue 1: Female students, due to a lack of economic opportunity, are not able to continue on to university and pursue leadership positions in society. Solution 1: Sseko Designs provides employment during the 9 month gap between high school and university where high potential young women are able to earn and save enough money to pay for college tuition. 50% of their salary each month goes into a savings account that is not accessible until tuition is due. This ensures that their income goes towards education. This also protects the women in the program from the social pressure they often feel from their families to give away the money they are earning which can perpetuate the cycle of poverty. At the end of each term, Sseko Designs grants university scholarships that match up to 100% of the savings each woman has made during her 9 month session with Sseko. Issue 2: In a patriarchal and male dominated society, women are not afforded the same employment and economic opportunities as their male counterparts. Although 66% of the worlds labour is done by women, they own less than 1% of the worlds assets. As long as women are not afforded educational and professional equality, extreme poverty will continue to exist. Solution 2: For every dollar a women in a developing economy earn, she will reinvest 90% of it into her family. Empower a woman and you empower an entire community. In addition to providing employment to women working their way towards university, Sseko partners with women from all walks of life. Sseko employs university graduates who comprise the upper level management team. These are women that use their education, experience and voice to help shape their company. Sseko also works to provide employment for women who have aged out of the education system and have no other form of income generation. They partner with a local non-profit in Uganda that works with young women who have recently come out of the commercial sex industry. Providing stable, dignifying and fair wage employment is a key component to keeping women from entering back into prostitution. They believe that every woman has the capacity to end the cycle of poverty and that it can be done in a way that is fair, dignifying, honouring and life-giving. Issue 3: Although charities and non-profits play a vital and necessary role in all societies, sometimes charity and aid can play a negative role by enabling dependencies and damaging the local economies. Like any of us, our African friends need and desire opportunity, dignity, job creation and empowerment. Solution 3: Instead of treating the symptoms, they aim to address the deeper, underlying issues of extreme poverty. Although Sseko Designs has been built for the purpose of impacting a 7 specific social sector, they have chosen very intentionally to use a sustainable, self-sufficient business model to do this. Their hope is to help create industry and fair-trade with the belief that a large component of economic development lies in the business sector. They believe in the power of responsible consumerism. Instead of competing for limited donor dollars, they hope consumers will think about the story behind their stuff. If they considered the impact that each product they consume has on the lives of those who produced that product and chose to see consumerism as a force and opportunity for positive social change, they believe the world would be filled with beautiful products with even more beautiful stories. 2. 2 World Clothes Line Everyone loves the smell of a clean t-shirt. Or the feeling of a new sweatshirt, soft. Or the look of a brand new outfit, confident and ready to conquer the day. Yet every day, millions of people around the world do not have a clean change of clothes. No options. No choice. World Clothes Line is dedicated to helping them. World Clothes Line will match every item sold with a new item for someone in need. Therefore, when customers purchase merchandise for themselves, they also provide clothing for others. In January 2010, World Clothes Line was born. 2. 2. 1 Their Vision As given in their name, their vision is to clothe the world. At World Clothes Line, they give clothes to people who need them. Through the generosity of their customers and dedication of their team, they hope to spread their message and continually help others. Their shoot for the stars goal is to create an active clothing collection for every country of the world. 2. 2. 2 Their Clothes Their styles are basic: t-shirts, sweatshirts, pants. Their main concerns are functionality, protection, and comfort. The designs are unique. They find that most people are inspired by the world. Every World Clothes Line collection is designed specifically to reflect its countrys people and culture. World Clothes Line is a socially conscious brand. All items are manufactured sweatshop-free at fair wages with environmentally-friendly practices. 8 2. 2. 3 Why Clothes? Clothing is one of our most basic needs. It ranks among air, food, water, and shelter. Clothing provides protection from the elements, reducing the effects of sun exposure, wind rash, and frostbite. It also provides defence against diseases, many of which are spread through mosquitoes and other insect bites. Proper clothing contributes to cleanliness, comfort, ease of movement and overall health. The simple act of changing and washing clothes can prevent infection, chafing, skin disorders and the spreading of viruses. However, in cases of extreme poverty, clothing is often one of the first needs to be ignored. Statistically, more than one billion people in the world live on less than one dollar a day. Almost 2. 7 billion people (thats 40% of our population) survive on less than two dollars per day. In such circumstances, daily necessities like food and water take top priority. Clothing, which can be reworn, therefore is reworn. Day after day. After day At World Clothes Line, they make clothes their number one priority. 2. 3 No One Without N. O. W: One At A Time No One Without water is their non-stop mission. Every product in a purchase provides clean water to one person for 25 years through a concrete Bio-sand filtration system and their partnership with Thirst Relief International. Studies have proven that these filters effectively remove more than 90% of bacteria and 100% of the parasites found in untreated water. Nearly one billion people lack access to clean water and each year 2. 5 million people die from contaminated water, 90% are under 5 years old. The World Health Organization has declared a worldwide water crisis among the worlds poorest people. Society has conditioned us to be overwhelmed with statistics and the quantity of need in the world. The easy thought process is to say theres too much and Im only one person. By taking one step at a time, one day at a time, one person at a time, theyre breaking down numbers and they believe in the power of one. 9 No One Without has aligned themselves with the Thirst Relief mission: To overcome death and disease resulting from the consumption of contaminated water by providing safe, clean water to those in need around the world. 2. 3. 1 Why Water? The solution to the clean drinking water need is found in the concrete Bio-sand filter. The Biosand filter has the ability to produce safe, clean drinking water from both contaminated surface water, and ground water sources. As a result, the simple yet affective technology provides a long-term, sustainable and economical drinking water solution to those in poverty stricken areas around the world. Thirst Relief International currently has Bio-sand filter placements in Brazil, Cameroon, Kenya, Rwanda, Tanzania, and Uganda. No One Without will follow Thirst Relief International around the globe on the quest for clean water. 10 2. 4 TOMS In 2006, American traveller Blake Mycoskie befriended children in a village in Argentina and found they had no shoes to protect their feet. Wanting to help, he created TOMS, a company that would match every pair of shoes purchased with a pair of new shoes given to a child in need. One for One. Realizing this movement could serve other basic needs, TOMS Eyewear was launched. With every pair purchased, TOMS will help give sight to a person in need. One for One. Over the past seven years, theyve listened and learned with every pair of new shoes given. With the support of their amazing network of Giving Partners and the continued support of their community, theyve reached this major milestone and proven that business can fuel good and sustain giving. They have seen remarkable results with shoe giving. Shoes are helping improve school attendance and enrolment. Theyre combined with screenings to combat malnutrition. Theyre given in conjunction with medication to fight hookworm. Further, their model is one that can work beyond shoes. Since they launched TOMS Eyewear, theyve helped restore sight to more than 150,000 individuals around the world. And they look forward to finding new ways to help others. They currently make Giving Pairs in Ethiopia, Kenya, Argentina and China. Within two years, they will produce one third of their Giving Shoes in the regions where they give them. By producing more shoes locally they will create and support jobs in places where they are needed. They are testing production in India and are looking to expand manufacturing in Africa and other regions. In Haiti, they are in the early stages of getting production off the ground. Theyve also partnered with local artists to create a line of hand-painted shoes for their customers helping create and support jobs in a place where they also give. And theyre looking to offer more styles that feature locally produced textiles. Their sight giving empowers communities and supports sustainable eye-care organizations in the developing world. They work with locally based organizations that train residents to provide professional care. So its an investment in clinics, people and even local jobs. 11 2. 5 Common Threadz Common Threadz is a non-profit organization helping orphans vulnerable children in developing nations to reach their full potential through the empowerment of the children, their caretakers the local grass roots community organizations that support them. 2. 5. 1 School Uniforms for Orphans Vulnerable Children This was the first initiative that Common Threadz created in 2008. For every t-shirt or bracelet that they sell from their Shop to Help Store, they give a school uniform to an orphan or vulnerable child (OVC) so they can go to, or stay in school. Some of the children they care for had been refused schooling for not being able to afford a uniform. Uniforms are a requirement in most schools in Africa and they want to make sure that all these children have the chance to go to school, make friends and learn so that they can reach their full potential. Since the inception of this program, hundreds of uniforms have been handed over to OVC’s. Typically a uniform will last a year and so there is an ongoing need for uniforms. As the caregivers they continuously work to identify the OVC’s in need and as support for this program grows, they plan to hand over many more uniforms in the future. 2. 5. 2 Orphan and Vulnerable Children (OVC) Mentor Program They currently operate a mentor program in Obanjeni, South Africa. This program teams responsible and employed adults from the local community with orphans and vulnerable children (OVC’s) as role models on a one-to-one basis. Each of their mentors supports many children, meeting with each child for at least one hour per week. The mentors spend time helping with homework, chatting about personal hygiene, advising on healthy lifestyles and most of all, listening to the child. In some cases these mentors have come back to them to report abuse and a child has had to be moved to a place of safety and the police and social workers are called in. The mentors are their ears and eyes in the community. The program has rolled out with many young children and teenagers benefiting greatly. Still in its infancy, this program has been a great success and will be replicated and expanded moving forward. 2. 5. 3 The Feeding Program Common Threadz provides the funding and nutritional guidance for grassroots non-profit organizations in rural South Africa, such as Siyathuthuka Obanjeni, to provide daily meals to over 200 orphans and vulnerable children (OVC’s) that they have identified in the area. Proper nutrition is a fundamental need for the children to grow and learn and although the government says that it’s a child’s right not to go hungry, this is far from the reality for many thousands of children in South Africa. This program has grown from its inception last year when caregivers began to cook three meals a week for children after school. Now an employed cook prepares a cooked meal every day for the children to eat after school and in April 2010 they started to provide high protein porridge for the children to eat on their way to school, as the teachers have indicated that it is very difficult for the children to concentrate when they are hungry. 12 Once again this program has much room to expand and reach many more needy OVC’s but it would not be possible without the support of their customers. 2. 5. 4 Shoes for Kids This program complements the School Uniforms Programme by providing new school shoes to barefoot children in need, namely orphans and vulnerable children (OVC’s). School uniforms might give these children entrance to school, however many of them walk for up to four hours a day to go to school barefoot. A new pair of school shoes is usually the only new pair of shoes most of these children will ever receive and for most of them it will be the only pair of shoes they will own. All it takes is $10 to provide an OVC with a new pair of shoes so that they can go to school with confidence. 2. 6 Threads for Thought What began as a small business manufacturing and marketing graphic tee shirts that were made exclusively from organic cotton, gave back to charity, and promoted a cleaner environment, or advocated for peace, has grown into a complete lifestyle brand. They have never deviated from their primary mission, to promote a sense of responsibility for those who share this world with us, but rather than simply broadcasting that message on the front of tee shirts, the company has incorporated those principles into their very existence. 2. 6. 1 How their threads are sustainable Threads 4 Thought fabrics are made using the most sustainable materials possible such as organically grown cotton and polyester derived from recycled water bottles. Their fabrics are dyed using low impact dyes whenever possible often the water used in the dye process is purified and then reused rather than being discarded. 13 2. 6. 2 Organic Cotton vs. Conventional Cotton ? ? ? ? ? ? ? Organic cotton is 90% less toxic than conventional cotton. Conventional cotton crops use more than 25% of all the insecticides in the world and 12% of all the pesticides while growing on only 2. 5 % of cultivated lands in the world. Organic cotton uses untreated seeds that are never genetically modified while conventional cotton uses genetically modified seeds, hurting the crops soil over time. Organic Cotton plants stay strong through crop rotation and retain water efficiently due to increased organic matter in the soil. Conventional cotton plants use synthetic fertilizers. Organic Cotton fields use seasonal freezes and water management for defoliation. Conventional cotton does this through the use of toxic chemicals. Weeds are physically removed by hand hoeing and cultivation. Farmers use beneficial insects and trap crops to control pests. Conventional cotton uses a toxic aerial spraying technique. 2. 6. 3 Turning Plastic into fashion 1. The plastics are sorted according to colour and SNV plastics. 2. Next, the plastic goes through a sterilization process. Then, it is dried and crushed into chips. Next, liquefaction occurs under high temperatures, as a mixture of the recycled chips and some new plastic from petroleum derivatives are melted together to form a smooth, syrup-like material. 3. The first threads are formed when the liquefied material is forced through holes and exposed to air. The hardened threads, called tow, then go through a strengthening process. 4. The drawing process strengthens the molecular bonds of the tow; the tow is pulled to double their size and then shrunken. 5. The threads then go through a dryer where they develop a woolly texture. The texture is inspected for strength and thickness, and then spun into a finer yarn that is then ready to be dyed and knit into fabric. 14 2. 7 147 Million Orphans Profits from 147 Million Orphans are directed to the 147 Million Orphans Foundation, where they are given to Love+ 1 Projects and feeding programs. The 147 Million Orphans Foundation was created to impact the lives of children through the provision of food, water, and medicine. They invest directly in projects that help provide these basic needs to those who desperately need it, and most of their projects occur in Haiti, Honduras, and Uganda. As with any good foundation you must lay one brick at a time. Whether that is a medical clinic in Haiti, homes in Honduras, Water Wells in Sudan, or a store house full of food for Uganda, they want to show the love of Christ. The rebuilding of the wall in Nehemiah was accomplished by people just doing their part and helping others to do theirs. The Love+ 1 projects are steps in rebuilding, and they would love for us to be a part of the rebuilding. 2. 7. 1 During 2012 and 2013, the Love+ 1 Projects Included: ? ? ? ? ? ? ? ? ? ? ? ? ? ? Provided funding for over 100,000 meals for children in Uganda, Haiti, and Honduras Helped to build clean water wells in Sudan and Honduras Provided funding for HIV education and medicine in Uganda and Haiti Provided funding for a vehicle, appliances and kitchen construction for an orphanage in Haiti Funded the construction costs of 27 homes in Mt. Olivos, Honduras for displaced families. These 2 bedroom, concrete homes with running water are allowing families to remain intact and raise their children in a healthy environment. They are building a strong community, including a school and a weekly worship service. Provided over 150 cans of formula to an infant feeding nutrition program in Haiti Raised $200,000 of the $250,000 needed for construction of the Love+ 1 Medical Centre in Gressier, Haiti where there are currently no medical or dental facilities available to the 35,000 residents. This centre will include a doctor’s office with a pharmacy, a dental office, an urgent care clinic, and an operating room. This clinic will be located on land adjoining a school that currently serves over 400 children. Raising the final $50,000 and beginning construction of the Love+ 1 Medical Centre in Haiti – a 5,000 square foot facility with medical and dental facilities for a community of 35,000 people with no medical care. The medical facility is expected to open in October 2013 with ongoing funding needs for supplies and equipment. Construction of a tilapia pond for the community of Mt. Olivos, Honduras. Completion of the construction of all homes in Mt. Olivos, Honduras. Formula for an infant feeding and nutrition program in Haiti Food and medicine to children in Uganda, Haiti, and Honduras Bedding and supply needs for an orphanage in Uganda Food to children in Tennessee through a weekly backpack program 15 2. 8 I Am A Star I AM A STAR is built on a solid foundation of trust and collaboration. It is rooted in the Somali diaspora communities leadership, and it makes room for the solidarity and creativity of motivated people everywhere. Together, theyre providing relief in Somalia, and shining a light on a culture of poets, artists, mothers and fathers, children, innovators, farmers, businesspeople. Each one, a star in his or her own right. Perched on the very tip of the Horn of Africa, Somalia has suffered two decades of hardship, violence and displacement. Its estimated that 25% of the countrys population have fled their homes, traveling to Kenya and Ethiopia or to other parts of Somalia. Since the summer of 2011, the country has faced a crippling food crisis. Between 50,000 to 100,000 Somalis have died as a result. US Secretary of State, Hillary Rodham Clinton called it the most severe humanitarian emergency in the world today-and the worst East Africa has seen in decades. Thanks to the spirit and efforts of the worldwide Somali Diaspora and other compassionate individuals, organizations and governments, relief is getting to people who need it. Donors have looked past the negative imagery of Somalia in the media and sent their support. That support has saved the lives of mothers and fathers, children, poets, artists, innovators, farmers, businesspeople, human beings. But there is still so much that needs to be done in Somalia. The famine has ended, but 1 in 5 Somali children are still malnourished. 2. 5 million people are still dependent on food aid in order to survive. It will take an investment of time and great effort to shake off the legacy of 20 years of war and unrest in Somalia. The country has the worlds lowest rates of school enrolment, and experts estimate that 18% of children born in Somalia will not live to age 5. 2. 8. 1 With Support from: ? ? ? ? ? ? ? ? ? ? KNAAN 4Real IDEO Pivotal Labs Heroku Music for Relief Mataano Chef Roble Co. Faarrow Mosaic 16 2. 9 Soles 4 Souls Soles4Souls is a global not-for-profit institution dedicated to fighting the devastating impact and perpetuation of poverty. The organization advances its anti-poverty mission by collecting new and used shoes and clothes from individuals, schools, faith-based institutions, civic organizations and corporate partners, then distributing those shoes and clothes both via direct donations to people in need and by provisioning qualified micro-enterprise programs designed to create jobs in poor and disadvantaged communities. Based in Nashville, Tennessee, Soles4Souls is committed to the highest standards of operating and governance, and holds a four-star rating with Charity Navigator. Founded in 2004, Soles4Souls is a global not-for-profit institution dedicated to fighting the devastating impact and perpetuation of poverty through the distribution of shoes and clothing. Soles4Souls distributes shoes and clothing in two ways. Most new items collected primarily from corporations and retailers are given directly to people in need, both in the U. S. and overseas. The organization has relationships with several of the world’s leading apparel brands, which provides Soles4Souls with new but non-marketable overstocks, returns, discontinued models and other shoes or clothing items. At the same time, Soles4Souls receives millions of articles of used shoes and clothing that have been collected by individuals, schools, faith-based institutions, civic organizations and corporate partners. After sorting items in its national warehouse system, Soles4Souls typically sells the used shoes and clothing, as well as some new items allocated by manufacturers, to carefully selected micro-enterprise organizations. These both private and non-profit companies are contracted to provide shipping, financing, inventory, training and other support to ultrasmall businesses in countries like Haiti where there are virtually no jobs to generate personal income. Through the collection and sale of used (and new) clothing and shoes, Soles4Souls helps create self-sustaining jobs that generate desperately needed revenues throughout those communities. The sale of footwear and apparel to support micro-jobs also provides the majority of funding to sustain Soles4Souls operations and further expand its donations of new shoes and clothing. 17 2. 10 FEED FEED Projects mission is to create good products that help FEED the world. They do this through the sale of FEED bags, be