In response to the global COVID-19 outbreak, Canadian fashion boutique Aritzia responds in a variety of ways, including its sale in support of its own Community Relief Fund. CEO and Chairman Brian Hill states, "Aritzia is committed to ensuring the financial continuity of both our internal team and the employees of our overseas partners impacted by COVID-19. All of Aritzia's profits, while we get through this challenging time, will go to the Aritzia Community Relief Fund to pay our people and support their families. Let's continue to take care of each other."
Consumers are able to shop online to maintain precautionary measures. Additionally, Aritzia is offering free shipping without the requirement of a minimum amount with free returns up to 30 days in place of the original 14 day period.
Retail Financial Security Sales
Aritzia Hosts a Massive Sale to Support Its Community Relief Fund
Trend Themes
1. Community Relief Funds - Brands can create relief funds to support their employees and partners facing financial challenges during times of crisis.
2. Extended Online Services - Increasing online services such as longer return periods, free shipping and shopping options is important to attaining customer trust and satisfaction.
3. Corporate Social Responsibility - Companies can visibly support their local communities during difficult times without the need for profit gains, demonstrating their social responsibility in actions.
Industry Implications
1. Fashion Retail - Creating a community relief fund or extensions to online services can greatly increase customer loyalty and promote a brand as socially responsible.
2. Financial Services - Offering support and resources during times of crisis helps promote financial stability and demonstrate corporate social responsibility.
3. Corporate Giving - By giving back to local communities through relief funds or other means, companies can positively impact their brand reputation and social responsibility image.