LOCAL LOVER is a new capsule launched by Canadian fashion designer, Ross Mayer, as part of the label's newly launched unisex fashion brand, MAYER. The new capsule was launched in response to the economic crisis brought forth by the global pandemic and aims to inspires consumers to support local businesses and entrepreneurs that have suffered through these tumultuous times.
"I feel like 2020 is a watershed moment from a cultural standpoint," says Mayer. "Covid-19 has caused an economic crisis and at the same time, there are massive, exciting cultural changes afoot. With MAYER, I thought it would be great to kick it off with a small capsule that would give people a way to spread the ‘shop local’ message. It’s a way to support the larger community of independent businesses and entrepreneurs who are struggling right now."
A portion of the proceeds from LOCAL LOVER sales will be donated to UpLift Kitchen TO, an initiative that delivers food to Black identifying and racialized people who have been disproportionately affected by Covid-19. Consumers can browse the capsule online.
Local Business-Supporting Apparel
LOCAL LOVER by Mayer Encourages Supporting Local Businesses
Trend Themes
1. Support-local Movement - The rise of the support-local movement opens up opportunities for businesses to launch campaigns and products centered around the idea of shopping locally.
2. Purpose-driven Capsules - Capsule collections with a charitable or cause-driven component create a sense of community and purpose among consumers, while also driving sales and donations to the specific cause.
3. Unisex Fashion - The trend towards more gender-neutral, unisex fashion opens up a wider range of consumers for apparel businesses to target, cater to, and create inclusive designs for.
Industry Implications
1. Fashion and Apparel - Fashion and apparel businesses can capitalize on the support-local movement by launching localized collections and campaigns that encourage consumers to shop locally and support small businesses.
2. Charitable Initiatives - Charitable organizations can partner with businesses to launch purpose-driven capsules, donating a portion of the proceeds to a specific cause related to the organization's mission.
3. Food Delivery - Food delivery services can partner with local initiatives like UpLift Kitchen TO to support communities affected by crises like Covid-19, while also raising awareness and funds through partnership campaigns.