A Study on Cause-Related Marketing Cases in Fashion Brands

Abstract

As consumer awareness considering the public interest continues to improve, consumers are longing for ethical consumption in order to meet their desires for self-realization as well as their desires for products and services. In line with this, firms have come to pay attention to new strategies in order to increase their brand value and to bring about positive changes. Despite numerous difficulties, companies that are taking advantage of ‘cause - related marketing’ in order to donate a portion of their product sales are steadily increasing. This enhanced corporate image allows consumers to feel more valuable with the price they pay for their products. In this context, it is very important to see the extent to which companies and brands are socially active and how ethical brands they are in the sympathy with consumers. Thus, companies and brands are considering continuous and strategic marketing activities in order to meet the needs of consumers, which have changed in this way.