The H&M Beach Store in the Netherlands is the result of the fashion apparel giant's collaboration with WaterAid. The garments sold at the pop-up location consist of a mix of items for men, women and kids. The great part about these sales is that 25 percent of all transactions are donated to WaterAid.
What I particularly like about the H&M Beach Store is that the location serves both the companies' mission of selling garments and also serves as a perfect place for consumers to reflect on water issues. The H&M Beach Store is a fantastic collaboration.
Implications - The green revolution has shaped the ethical decision making of youth consumers. This group is more likely to identify with brands that are socially responsible. Companies should partner with a non-profit organization to take advantage of this growing pattern.
Stats for Socially Responsible Pop-Ups
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Research: 8,780 clicks in 255 w
Interest: 2.8 minutes
Concept: H&M Beach Store
Related: 53 examples / 41 photos
Segment: Females, 18-55
Comparison Set: 20 similar articles, including: 62 pop-up finds, pop-up cosmetics stores, and simple pop-up shelters.
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