The Roots Second Hand Fashion Brand Raises Funds for Israel's Needy
Meghan Young — February 28, 2013 — Fashion
References: hdpro.co.il & psfk
Vintage shopping has grown into a profitable industry over the last few years thanks to rifling hipsters looking for one-of-a-kind pieces that will set them apart from the crowd; Roots Second Hand Fashion is a vintage brand that hopes to capitalize on this fashion fad in a more charitable way. Created by McCann Digital Israel, the profits from the label will help the needy, elderly population in Israel.
Interestingly enough, the Roots Second Hand Fashion brand targets the young to help the old. Ami Alush, a creative director at McCann, states, "Instead of showing yet again elderly Israelis rummaging through garbage cans looking for food, which unfortunately nobody notices anymore, we thought about coming from a more positive direction in order to raise funds."
Interestingly enough, the Roots Second Hand Fashion brand targets the young to help the old. Ami Alush, a creative director at McCann, states, "Instead of showing yet again elderly Israelis rummaging through garbage cans looking for food, which unfortunately nobody notices anymore, we thought about coming from a more positive direction in order to raise funds."
Trend Themes
1. Charitable Fashion - Fashion brands are finding innovative ways to incorporate social responsibility into their business model.
2. Vintage Resurgence - Vintage clothing is making a comeback as more consumers seek unique, sustainable fashion options.
3. Generational Targeting - Brands are targeting younger consumers to raise funds and awareness for older populations in need.
Industry Implications
1. Fashion Retail - Opportunities exist for fashion retailers to incorporate social responsibility into their business model, appealing to consumers who prioritize sustainability and ethical practices.
2. Non-profit Fundraising - Non-profit organizations can partner with fashion brands to raise funds through unique, creative collaborations that appeal to a wider audience.
3. Elder Care Services - By partnering with charitable fashion brands, elder care organizations can benefit from increased awareness and fundraising efforts targeted towards younger consumers.
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