5 brands launch Pride collections with a difference
June is Pride Month and some brands are doing more than lip service and making inclusiveness a priority. Over the past few years, a plethora of brands, from street to sportswear to luxury, have unveiled collections and collaborations that directly benefit the LGBTQIA + community, whether through outreach or through outreach. donations to relevant charities. Here are five brands that are making the difference in 2021:
In February, when Balenciaga launched its Fall Winter 2021 collection on the catwalk, one of its flagship pieces was an oversized hoodie boldly emblazoned with gay text. In support of this month’s pride, Balenciaga is partnering with The Trevor Project on its mission to prevent suicide among LGBTQ youth. The Kering-owned house donates 15% of all collection sales to The Project, a U.S. nonprofit that focuses on preventing suicide among LGBTQIA + youth. Other items in the collection include t-shirts, baseball caps and jockstraps.
The New York-based brand is shining the spotlight on Pride Month with a 29-piece capsule collection featuring its signature monogram. Coach partners with charities that create empowering spaces, both online and in IRL, for the LGBTQIA + community. The Coach Foundation will make donations to the Hetrick-Martin Institute, the Albert Kennedy Trust, the Point Foundation and the CenterLink community of LGBTQ centers.
Donnatella Versace has teamed up with Lady Gaga to auction off a replica of the singer’s iconic “Born This Way” motorcycle jacket. All proceeds will be donated to the singer’s Born This Way foundation. Along with the auction, Versace launched a limited-edition ‘Born This Way’ t-shirt and beret to celebrate Pride Month and raise money for the singer’s charity.
Tiffany & ampCo.
Tiffany’s new “Stand for Love” campaign highlights New Yorkers in the LBGTQIA + community in a short video where everyone shares what they stand for. The raw and emotional video reveals that it all comes down to love.
Tiffany, through her LGBTQIA + Employee Resource Group, makes charitable donations to the New York-based Ali Forney Center and SAGE, and will continue to be a resource for this community. The company said its unwavering support is not limited to one month and is ongoing.
Perhaps the brand with the most ambitious message is Disney, whose Pride collection includes items such as a Mickey Mouse pin with an enameled lesbian flag design. In a statement posted on its website, Disney said, “To celebrate Pride Month 2021 and the company’s Pride Collection, The Walt Disney Company is providing funds as part of our ongoing commitment to organizations around the world. who support LGBTQ + communities. “
Why inclusive marketing can boost sales
The value of the pink pound / euro / dollar is expected to go far beyond the purpose of tapping into a community with disposable income. Inclusive marketing can have a positive effect on sales and be very effective in reaching new audiences. Figures from Adobe Research in 2019 showed that 66% of African Americans and 53% of Latin and Hispanic Americans believe their ethnicity is stereotypically portrayed in advertisements. 38% of consumers are more likely to trust brands that display diversity in their ads.
69% of brands with representative ads saw an average stock gain of 44% in 2020, according to the Digital Marketing Institute. An Ipsos / Google study in 2020 showed that 64 people in the sample group took action after seeing an ad they saw as diverse or inclusive. This percentage was higher among specific groups: Latinx + (85%), Blacks (79%), Asians / Pacific Islanders (79%), LGBTQ (85%), Millennials (77%) and adolescents (76%).
The first pride was a riot
Back to our pride, let’s not forget that the first Gay Pride was not a parade, but a riot. We are now marching to commemorate the Stonewall riots that changed the course of the gay liberation movement in 1969.
Source of the article: Digital Marketing Institute, Dublin