The H&M Beach Store in the Netherlands is the result of the fashion apparel giant's collaboration with WaterAid. The garments sold at the pop-up location consist of a mix of items for men, women and kids. The great part about these sales is that 25 percent of all transactions are donated to WaterAid.
What I particularly like about the H&M Beach Store is that the location serves both the companies' mission of selling garments and also serves as a perfect place for consumers to reflect on water issues. The H&M Beach Store is a fantastic collaboration.
Implications - The green revolution has shaped the ethical decision making of youth consumers. This group is more likely to identify with brands that are socially responsible. Companies should partner with a non-profit organization to take advantage of this growing pattern.