A Red Chrismas
An article from Brandweek this week, "Gifts That Keep on Giving" discusses about the population of people who rather purchase from retailers that support a good cause than the retailers who don't have increased by over 10% from last year. The article shows that due to the Oparah and Bono-sanctioned Red, many consumers are encouraged to purchase from Red-Branded retailers, such as Apple, GAP, Motorola, and etc. The article reminds me of the GAP presentation one of the team presented. Recall the presentation, one of the recommendations was to drop the association of Red-Brand due to the higher price. I'm just wondering if GAP should really drop the line if supporting a good cause has such positive image on brands. Also, do you think the willingness to purchase brands that support good cause is only seasonal (due to Christmas and New Year) or the willingness stays the same all year round?
by Alice Lee
posted by Brand007 @ 9:03 PM
1 Comments:
I, too, think the Red brand is great. However, the reason why my team said that we should drop the association is so that Gap could do their own cause that hits closer to their core associations. If Gap wants Corporate Social Responsibility as one of their core associations, they must invest themselves completely into an cause, and not just partially jump on the bandwagon just because they can.
Also, if consumers knew that Gap only gives 50% of Red's profits (note the word: profits) to charity, I think consumers would feel a little less willing to pay then if they didn't.
Also, I do think that the willingness to purchase increases during the holiday season, since it is the time to give and all, but people are still willing to purchase more on a good cause year round then on nothing at all.
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