Cause Marketing in

Fashion
MPS 603-02
LIM College
Professor Hope Freedman
Semester 1, 2018
Laying a Foundation: Agenda
• Understanding Cause Marketing
• Context and framework of Cause Marketing -
Fashion examples

• History and Evolution of Cause Marketing

• Benefits of Cause Marketing

• Connection to Corporate Social Responsibility

• The concept of “Purpose”

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Understanding What

CAUSE MARKETING is

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 Cause Marketing – What it is

A basic definition:

“Cause marketing encompasses a wide variety of

commercial activity that aligns a company or brand
with a cause to generate business and societal
benefits.”

Cause Marketing is usually “a partnership between a

nonprofit and a for-profit for mutual partnership”

http://www.causemarketingforum.com/site/c.bkLUKcOTLkK4E/b.6443937/k.41E3/Background_and_Basics.htm ; Retrieved 2/20/12

Source: Joe Waters and Joanna McDonald, Cause Marketing for Dummies, Wiley, 2011
 To start off…

What do you think is an example

of a Cause Marketing
program or campaign?
Select Cause Marketing: Examples
CAUSE MARKETING IN FASHION

- EXAMPLES -

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CAUSE MARKETING IN FASHION – SELECT EXAMPLES
All around, in your world: At retail

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All around, in your world: At retail

http://standfor.containerstore.com/page/unicef 15
All around, in your world: LIM bookstore

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CAUSE MARKETING:

History

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 Cause Marketing: A Historical Perspective

Cause Marketing Pioneers:

Famous Amos Cookies & Literacy Volunteers of
America

▪ One of 1st examples of a "cause-related

marketing" campaign initiated in 1979

▪ Wally Amos became the National

Spokesperson for the Literacy Volunteers of
America

▪ According to the organization, Wally has

alerted more people to the illiteracy problem
than any other person in history.

▪ This strategic cause-marketing tie-in helped to

tell the Famous Amos Cookie story while
maintaining visibility and is responsible for
many new and expanded literacy programs

▪ This case study is an example of successful

"cause-related marketing”

http://www.causemarketingforum.com/site/c.bkLUKcOTLkK4E/b.6444897/k.D757/Glossary.htm; Retreived 2/20/12

 Cause Marketing: A Historical Perspective
Cause Marketing Pioneer: American Express & The
Statue of Liberty Restoration Project

▪ 1983: start of iconic Statue of Liberty Restoration

project

▪ Within the campaign period,

▪ Every American Express card transaction
unlocked a penny toward the effort
▪ For each new card issued, a dollar was given
to the preservation of the Statue of Liberty
and Ellis Island.

▪ Over a four-month period,

▪ $1.75 million was raised for restoration,
▪ New American Express users grew by 17%
▪ American Express transaction activity jumped
28%.

http://www.causemarketingforum.com/site/c.bkLUKcOTLkK4E/b.6444897/k.D757/Glossary.htm; Retrieved 2/20/12

 Cause Marketing: Pioneers

http://www.causemarketingforum.com/site/c.bkLUKcOTLkK4E/b.6444897/k.D757/Glossary.htm; Retrieved 2/20/12

Cause Marketing: A Historical Perspective
▪ Cause marketing used to be considered a “niche”
discipline

▪ Now considered more strategic than tactical

▪ Dynamic, evolving conversation

▪ Proliferation of books, terminology, opinion makers,
influencers, academics and books

▪ Challenges: no common terminology;

interchangeable language
→ Describe definition
 Cause Marketing: Today
❖ Companies of all shapes and sizes can develop a
mutually beneficial partnership with a cause
❖ - Short-term campaign, Ongoing basis

❖ Marketers face a dynamic, interactive environment:

❖ Consumer/employee demand from companies and brands is
increasing

❖ An effective and authentic ways to communicate a

company’s mission in action and/or a brand’s story is to
support a cause.

Source: Joe Waters and Joanna McDonald, Cause Marketing for Dummies, Wiley, 2011
CAUSE MARKETING:

Evolution

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Snapshot:
Evolution Highlights of Cause Marketing

1980s 2000’s Today

Sales Reputation Consumer Engagement

➢ Promotions ➢ Promotions ➢ Cause Branding
➢ Cause marketing ➢ Brand Advocates
➢ Strategic philanthropy ➢ Virally-fueled
➢ Community relations
➢ Corporate citizenship
CAUSE MARKETING:

Benefits

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 Benefits

Businesses:
▪ Greater awareness for product or service

▪ Enhanced brand image

▪ Builds favorability and drives sales

▪ Technical expertise from nonprofit partners (e.g. healthcare)

▪ Enhanced competitive advantage

▪ Access to new target audience(s)

▪ Attracts and keeps employees

▪ Increased appeal to larger industry, investors & financial analysts

Source: Joe Waters and Joanna McDonald, Cause Marketing for Dummies, Wiley, 2011 , p. 19-21
 Benefits (cont’d)

Non-Profits:
▪ Greater public awareness of cause and organizational mission

▪ Innovative approach to fundraising (e.g. location-based

services)

▪ Access to new donors (e.g. Millennials, Moms)

▪ Opportunity for new revenue streams

▪ Sharing of resources and marketing muscle

▪ Increased appeal to community influencers and grant donors

Source: Joe Waters and Joanna McDonald, Cause Marketing for Dummies, Wiley, 2011 , p. 19-21
Laying a Foundation: Agenda

▪ Understanding Cause Marketing

▪ Context and framework of Cause Marketing -
Fashion examples
▪ History and Evolution of Cause Marketing
▪ Benefits of Cause Marketing
▪ Connection to Corporate Social Responsibility
▪ The concept of “Purpose”

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 CAUSE MARKETING:

How relates to Corporate Social

Responsibility (CSR)

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 Corporate Social Responsibility (CSR):
A Bigger Conceptual Framework

External
SOCIAL
focus SELECT EXAMPLES:
Human Rights; Corporate
Poverty & Hunger; Responsibility
Education; Disease
Prevention/Cure

ENVIRONMENT
SELECT EXAMPLES: GOVERNANCE Internal
Water Access &
Conservation;
[Refers to company making
decisions which won’t harm
focus
Recycling; Fiber / others. Includes looking after your
Material Sourcing; employees.]

Forestation, Natural
Business Practices &
Resource Preservation
Operations
Generally, many names to describe this
broader field…
The current concept of “Purpose”

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Today, this broader field of CSR is also called…

PURPOSE
A reason for a company’s or brand’s being – the mission and
values that drive it – that goes beyond profits.

The strategic, emotional driving force behind an

organization’s/brand’s core value proposition that benefits
people’s lives and their world.

A brand’s purpose should be the clear, authentic and enduring

focal point that guides everything it does.
Why?: Our Connected World

Consumer
Expectations Talent

Environment/ Social
Natural Issues Globalization
disasters

Radical
Trust Transparency

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Where Cause Marketing Fits in the
Evolution of Purpose

Click to edit Master title style

Click to edit Master text style

Purpose
Corporate Social -- Integrated
Cause Responsibility business
strategies
Marketing -- Environment
-- Governance
- Brand to
Traditional consumer -- Social
Corporate
Giving
- Siloed
philanthropic
activities
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 Purpose as Positioning
Below is a partial list of corporate taglines and sustainability/ citizenship
missions.

• Starbucks: To inspire and nurture the human spirit- one

person, one cup and one neighborhood at a time.

• Walmart. Save money, live better.

• Pepsi. Performance with Purpose.

• Procter &Gamble. Touching lives, improving life for today and

for generations to come.

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A global purpose-oriented company

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https://www.youtube.com/watch?v=KDX8WY7MyZM

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The bottom line
is just a goal....
The question is
how you get
there?
How to create
balance
between profit
and a social
conscience?
Howard Schultz, Starbucks
founder
“Brand Purpose” Marketing

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 PURPOSE AT
THE BRAND’S CORE
 Creates
product
differentiation

Enhances & Increases

protects competitive
reputation Benefits advantage
of
Purpose

Engages &
Fuels product
inspires
innovation,
employees &
growth & sales
consumers
BRAND DIFFERENTIATION

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COMPETITIVE ADVANTAGE
“STRENGTH IS NOT AN ATTRIBUTE, IT’S AN ATTITUDE
THAT LIVES WITHIN ALL OF US.”

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https://www.youtube.com/watch?v=9_8Qg-zgYjs
 About Wounded Warrior Project:
2017 Year in Preview

https://www.youtube.com/watch?v=LUs0zCurJPo
https://www.youtube.com/watch?v=9_8Qg-zgYjs

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61
Why Water Less™ Jeans - Interview with Levi's® Designer

https://www.youtube.com/watch?v=FmGvXDH5SmM

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ENGAGEMENT & INSPIRATION

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https://youearnedit.com/blog/8-award-winning-employee-engagement-programs-a-guide/
 How Employee Engagement relates to Fashion & Retail

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https://www.bing.com/videos/search?q=eileen+fisher+employee+engagement&view=detail&mid=CAF5DC81CB8502BC1350CAF5DC81CB8502BC1350&FORM=VIRE
BUILD & PROTECTION
REPUTATION

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Laying a Foundation: Review
• Understanding Cause Marketing
• What is it - definition
• Examples
• Context and framework of Cause Marketing
• Fashion industry examples
• History of Cause Marketing
• American Express & Statue of Liberty Restoration
• Famous Amos & Literacy
• Evolution (sales -> reputation -> consumer engagement)
• Benefits of Cause Marketing
• Businesses & Nonprofits
• Connection to Corporate Social Responsibility
• Names
• Center of Environmental, Social and Governance
• The concept of “Purpose”
• What it is
• How it’s come about and evolved
• Benefits: Product Innovation, Sales Growth, Competitive Advantage,
Employee Engagement, Reputation
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