IKEA launches the new STORSTOMMA bag, which takes its iconic FRAKTA silhouette as the base foundation to celebrate the International Day Against Homophobia, Transphobia, and Biphobia, as well as LGBTQ+ Pride Month. This year, all of the profits will be directed to local LGBTQ+ charitable organizations chosen by the different IKEA stores throughout the UK and Ireland. The rainbow tonal bags are made to encourage those to rise and act against discrimination to those of the LGBTQ community.
Peter Jelkeby, IKEA UK and Ireland's country retail manager and chief sustainability officer states, "We know that lockdown will disproportionately affect the LGBT+ community. With many isolated from their support networks, and with Pride celebrations postponed, it has never been more important to show our support and encourage everyone to provide a safe and welcoming space for members of the LGBT+ community and ‘be someone’s home’." The STORSTOMMA bag launches online on May 15th and cost £1.50 GBP.
Empowering Rainbow-Tonal Bags
IKEA's STORSTOMMA Bag Celebrates Pride and Encourages Action
Trend Themes
1. Rainbow-tonal Bags - Disruptive innovation opportunity: Designing products that promote inclusivity and support for marginalized communities.
2. International Day Against Homophobia, Transphobia, and Biphobia - Disruptive innovation opportunity: Creating initiatives and campaigns that raise awareness and combat discrimination against the LGBTQ+ community.
3. Local LGBTQ+ Charitable Organizations - Disruptive innovation opportunity: Developing innovative ways to provide financial support and resources for LGBTQ+ communities through collaborations with charitable organizations.
Industry Implications
1. Retail - Disruptive innovation opportunity: Incorporating social activism into product offerings to attract socially-conscious consumers.
2. Fashion - Disruptive innovation opportunity: Introducing clothing and accessories that promote LGBTQ+ equality and empowerment as a part of mainstream fashion.
3. Corporate Social Responsibility - Disruptive innovation opportunity: Implementing inclusive CSR strategies that focus on supporting LGBTQ+ causes and creating a positive social impact.