If Kenneth Cole embraces social causes you care about will you embrace them?

Since its founding 32 years ago, Kenneth Cole has sought to raise awareness of various social causes -- in the early years, it was AIDS awareness, more recently -- gun control.  So, one could say that it is part of the brand's DNA.  But it appears that Millennials don't know that.

So, the company is revamping its brand identity to make themselves relevant to a new generation.

To this end, the company has increased media spending by 25%, and is updating its logo.  The new campaign shot by Glen Luchford, features real social media activists like transgender woman and model Andreja Pejic.  Here's one of the videos.

https://www.youtube.com/watch?v=JZI6LjJMftg

They also launched a flagship store downtown that's open 24/7 -- by appointment. 

So what do you think?  Will Millennials embrace this brand as their Baby Boomer parents once did?  And what about being able to call and make an appointment to have them open the store for you?  Will this be a hit with consumers?

Monllos, K. (2015, September 24)  Kenneth Cole Is Revamping Its Brand Identity by Embracing Its Activist Past.  adweek.com.  Retrieved September 24, 2015, from

http://www.adweek.com/news/advertising-branding/kenneth-cole-revamping-its-brand-identity-embracing-its-activist-past-167063

 

Will recycling your clothes at H&M make you more likely to shop there?

H&M has released a new anthem spot focusing on sustainability.  Its mission is to get more consumers to recycle clothing.  So far, the initiative, which was launched in 2013, has recycled 260 billion pounds of unwanted clothing.

Is this important to you?  Do you recycle your clothing?  Do you want to recycle your clothing?  

https://www.youtube.com/watch?v=s4xnyr2mCuI

What do you think of the video?  After watching it, what is your net takeaway?  And, perhaps most importantly does it make you want to shop at H&M?

Monllos, K. (2015, September 17)  Ad of the Day: H&M's Magnetic New Anthem Spot Breaks All the Fashion Rules.  adweek.com.  Retrieved September 17, from

http://www.adweek.com/news/advertising-branding/ad-day-hms-magnetic-new-anthem-spot-breaks-all-fashion-rules-166969