SEOUL, Korea, Nov 29 (Korea Bizwire) – The fashion industry is making new attempt when it comes to corporate social responsibility practices. Beyond the previously common way of giving helping hands — voluntary community outreach programs or something — more and more companies are exploring various ways which embody brand values and business philosophies while realizing their corporate citizenship cause.
Last October, the global denim brand Levi’s held the ‘Giving Back to School’ program in cooperation with the international relief organization ‘Korea Food for the Hungry International (KFHI)’. Under the slogan of ‘Giving Back to School,’ all Levi’s employees donated every day goods to children from the underprivileged to support their educational opportunities; This is part of its branding campaign “Go Forth” through which the fashion brand cheers on the promising young student who otherwise would have failed in realizing their dream due to the poor circumstances
Meanwhile, some brands have offered an alternative way of contributing to society through collaboration. TOMS, which has donated a pair of shoes to children for each product sold through its ‘One for One’ program, recently released ‘The Big Issue BOTAS’ in cooperation with ‘The Big Issue’. The two companies created this new “heart-warming” shoes for the homeless which have distinctive design that represents the two brands well. TOMS will be donating all profits from sales of ‘The Big Issue BOTAS’ to the homeless.
The fashion department at Cheil Industries recently staged the ‘Heart Campaign’ during November and put together donations for children through ‘crowd funding’. With ‘WEGENERATION’, a crowd funding service company, the ‘Heart Campaign’ was able to raise funds for tuition, psychotherapy through art classes for victims of violence. The fund will also be tapped to pay construction of a hospital for disabled children among other things by collecting donations from not just company employees, but also from the general public through social networking services and the internet.