Luxury Canadian outerwear brand, Nobis, recently announced the return of its #NoColdShoulder initiative just in time for the cold weather. The philanthropic project offers the "gift of warmth" to over 15,000 people by collecting gently worn jackets and placing them on the shoulders of vulnerable community members around the world.
For the entire month of November, Nobis will be offering eco-friendly and resealable bags for Canadians to donate their gently used coats from the comfort of their own home. In addition, customers making a purchase from the brand or at participating retailers will receive a self-sealing donation bag as well as a Nobis limited edition #NoColdShoulder beanie.
Moreover, for the month of November, Nobis will donate $50 from the purchase of each jacket sold online to participating charities.
Image Credit: Giacomo Gianniotti, Nobis Global Brand Ambassador
What Makes This Trend Stand Out
- Sustainable Fashion
- Initiatives such as #NoColdShoulder encourage the reuse of clothing items, creating a disruptive innovation opportunity for companies to develop eco-friendly production processes and products.
- Corporate Social Responsibility
- Brands that prioritize philanthropy, like Nobis with #NoColdShoulder, can gain a competitive advantage through appeals to consumers' sense of social responsibility, with potential disruptive innovation opportunities related to developing measurement metrics and tracking progress of these efforts.
- Circular Economy
- By allowing consumers to donate their used jackets and incorporating them back into the economy, #NoColdShoulder is promoting a move towards a circular economy, creating a disruptive innovation opportunity for companies to develop circular business models, reducing waste and carbon footprint.
Sectors Adopting This
- Fashion Retail
- Fashion retailers can capitalize on sustainable clothing initiatives like #NoColdShoulder by promoting the reuse of products and incorporating environmentally friendly materials in their product lines.
- Philanthropy
- Companies involved in philanthropic initiatives can take advantage of disruptive innovation opportunities to develop sustainable funding models and long-term partnerships with community organizations.
- E-commerce
- Online retailers such as Nobis who incorporate charitable initiatives into sales, such as donating $50 from each online jacket purchase to participating charities, can create niche engagement opportunities for online consumers, while also promoting brand image and increasing customer loyalty.
