The Unicef, BBH & Threadless GOOD SHIRTS Represent What You Donate
Katherinev123 — October 27, 2011 — Business
References: threadless & popsop
By purchasing one of these Unicef, BBH New York and Threadless GOOD SHIRTS, you will help relief efforts for Africa, which is experiencing the worst drought and famine in 60 years, as well as show off your donation by wearing the tee.
You see, the Unicef, BBH New York and Threadless GOOD SHIRTS are based on an interesting concept. Each tee features a print of an item that corresponds to the T-shirt's cost, with all proceeds from the tee going to the cause. For example, a T-shirt with a mosquito is priced at $18.57, the price of three insecticide treated mosquito nets; another with a water pump on it costs $500 -- how much it costs for a community water pump. Other higher-priced items shown on the shirts include a motorbike, which costs $3064.82, and an emergency tent, which would make your donation $1,939.96.
In regards to this innovative pricing concept Ari Weiss, Executive Creative Director at BBH New York, said, "We’re literally letting people wear their donation as a source of pride and as a means to spread the word."
You see, the Unicef, BBH New York and Threadless GOOD SHIRTS are based on an interesting concept. Each tee features a print of an item that corresponds to the T-shirt's cost, with all proceeds from the tee going to the cause. For example, a T-shirt with a mosquito is priced at $18.57, the price of three insecticide treated mosquito nets; another with a water pump on it costs $500 -- how much it costs for a community water pump. Other higher-priced items shown on the shirts include a motorbike, which costs $3064.82, and an emergency tent, which would make your donation $1,939.96.
In regards to this innovative pricing concept Ari Weiss, Executive Creative Director at BBH New York, said, "We’re literally letting people wear their donation as a source of pride and as a means to spread the word."
Trend Themes
1. Donation-depicting Fashion - Opportunity for fashion brands to create apparel that represents a specific donation or cause, allowing customers to show their support through wearing the clothing.
2. Product-dependent Pricing - Potential for businesses to incorporate a pricing strategy based on the costs of specific items related to their products, providing transparency and an opportunity for customers to understand the impact of their purchase.
3. Cause-driven Marketing - Rise in the use of cause-related marketing campaigns that promote charitable donations through the sale of products, creating a sense of purpose and connection with consumers.
Industry Implications
1. Fashion Retail - Fashion brands can leverage the concept of donation-depicting apparel to tap into socially-conscious consumers looking for unique ways to support causes.
2. Nonprofit Organizations - Nonprofits can explore product-dependent pricing models to showcase the impact of donations and attract donors who want to see tangible outcomes.
3. Marketing and Advertising - Marketing agencies can embrace cause-driven marketing strategies to help brands connect with socially-minded consumers and enhance their brand reputation.
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