Similar to the feel-good movie, Pay It Forward, a new brand of clothing is trying to make the world a better place: and of course, make some money. The idea behind ARK or Acts of Random Kindness, is that each time a person wears an article of ARK clothing that they do something kind. It's the sort of word-of-mouth marketing that most marketing folks dream of but will never see first-hand.
Implications - There really should be more of these kinds of clothing lines because kindness can be infections -- and I mean that in the very best way. The 'Acts Of Random Kindness' fashion is simply put -- wonderful!
Good Karma Fashion
'Acts Of Random Kindness' Encourages Good Deeds
Trend Themes
1. Acts of Random Kindness Clothing - Clothing that encourages acts of kindness provides a unique marketing opportunity and can increase brand loyalty through a positive association with good deeds
2. Word-of-mouth Marketing - Word-of-mouth marketing can be a powerful strategy and incorporating a social cause into a product can amplify promotion and build brand advocacy
3. Infectious Kindness - Promoting kindness can have a snowball effect, brands that encourage and align themselves with kindness can be catalysts for positive change and create loyal brand ambassadors
Industry Implications
1. Fashion - Fashion brands can incorporate social causes and promote positive change, creating a unique selling proposition and differentiating themselves from competitors
2. Marketing - Marketers can leverage the power of social responsibility and align brands with kindness and other important social causes to differentiate and create brand loyalty
3. Nonprofits - Nonprofits can partner with fashion brands that promote social issues and help to bring attention to their causes, creating unique opportunities for impact and collaboration