Gucci has helped create an initiative called Chime for Change to empower women around the world. Now available in the form of an app, it acts as "a cultural hub for philanthropic Gucci lovers," writes Luxpresso. Created in collaboration with Catapult, the Chime for Change app appropriately launched on the eve of International Women’s Day.
Founded by Beyoncé Knowles-Carter, Salma Hayek Pinault and Gucci creative director Frida Giannini, the app not only serves a social good purpose, it also helps the brand Gucciengage with its audience on a more personal level through social media. People can chime about health, justice and education from anywhere in the world. It also shows a map to illustrate in real-time where people are chiming in from. A great product, Chime for Change proves brands can interact in more meaningful ways with consumers.
Key Themes Behind This Trend
- Women-empowering Fashion Apps
- Disruptive innovation opportunity: Creating apps that empower women and promote social good while also engaging the brand with its audience on a personal level through social media.
- Philanthropic Gucci Lovers
- Disruptive innovation opportunity: Developing platforms or initiatives that enable fashion brands to connect with customers who are interested in philanthropic activities.
- Real-time Chime Mapping
- Disruptive innovation opportunity: Building location-based features into apps or platforms that allow users to see the real-time geographical impact of their contributions.
Where This Applies
- Fashion
- Disruptive innovation opportunity: Incorporating social good initiatives into fashion brands to create a stronger connection with customers.
- Technology
- Disruptive innovation opportunity: Leveraging technology to enable real-time communication and engagement between fashion brands and their customers.
- Social Media
- Disruptive innovation opportunity: Using social media platforms as a means for fashion brands to promote philanthropic initiatives and connect with socially conscious customers.
