The online boutique Community Collection is another example of a cause-driven retail establishment, something that has seen tremendous growth over the past couple of years.
Community Collection, however, doesn't just try to appeal to social-minded consumers through promises of donating $1 (or some other tiny amount) to charity -- no, this fashion-stocked virtual retailer will donate 20 percent of sales to a charitable cause, such as the American Cancer Society. According to PSFK, each designer on the site is paired up with a charitable campaign. Twenty percent of sales for each brand will go toward the campaign and shoppers can even track the funds raised for each project.
Thus, style mavens interested in both helping the world and high fashion contemporary labels, such as Elizabeth & James and Helmut Lang, will find Community Collection a fantastic place into which they can sink their stylish -- and charitable -- claws.
Cause-Driven Virtual Shopping
Community Collection Donates 20 Percent of Sales to Charity
Trend Themes
1. Cause-driven Retail - Disruptive Innovation Opportunity: Explore ways to align products and services with charitable causes to appeal to social-minded consumers.
2. Online Boutiques - Disruptive Innovation Opportunity: Develop virtual retail platforms that curate designer brands and offer a percentage of sales to charitable campaigns.
3. Transparent Philanthropy - Disruptive Innovation Opportunity: Implement tracking systems to allow customers to see the funds being raised for specific charitable projects, increasing trust and engagement.
Industry Implications
1. Fashion Retail - Disruptive Innovation Opportunity: Incorporate cause-driven initiatives into the branding and marketing strategies of fashion retailers to attract socially conscious customers.
2. E-commerce - Disruptive Innovation Opportunity: Develop online platforms that focus on curated product collections and emphasize philanthropic contributions.
3. Technology - Disruptive Innovation Opportunity: Create tracking and transparency solutions for charitable contributions, enabling businesses to build trust and accountability with customers.