Fashion and philanthropy are often viewed as two areas on opposite sides of the spectrum. Consumers looking to feel good about themselves may venture to the mall on a Saturday to pick up an outfit aimed to fulfill desires perceived as selfish. Whereas, charitable efforts often involve the selfless giving of one’s time and money. It seems that within the past few years, these two avenues have found a way to successfully intersect. Popular clothing designers with causes close to home are pioneering ways to join fashion and alms giving.
Shopping frequently involves an element of indecision. An endearing shirt may risk being left behind due to higher pricing than what the customer expected. However, notifying this particular shopper that 30% of the cost will benefit a particular charity may have this person think twice. Tommy Hilfiger, for example, is a designer who promotes autism research. Knowing the challenges his autistic son faces, he was sure to implement philanthropic fundraising into his own life’s work in fashion. As a result, shoppers can feel a greater sense of gratification through their clothing and accessory purchases.
The model mentioned above is only one way charities can benefit from retail purchases. Some organizations have centered their entire business format around contributing to a specific cause. Founder, Blake Mycoskie created TOMS with a charitable mission in mind. After visiting Argentina, he took note of the children of villages that were without shoes. This inspired the “One for One” format of his business. For every pair of shoes bought by a consumer, one pair of shoes gets sent to a child in need. TOMS customers know they are aiding a bigger plan when they purchase products. Strategies like this have elevated the shopping experience to where it is not only a selfish act, but one that has the power to benefit others in need.