WEEK9 Case study: retail campaigns

100 Months campaign has started from 1 August 2008 by New Economic Foundation.  This campaign is for considering about environmental issues related with economical issues and finding methods of solving greenhouse gas concentration. Climate is affected by greenhouse gas and it affected by rise of carbon dioxide. (NEW ECONOMIC FOUNDATION. 2008) According to this campaign, Vivienne Westwood started “CLIMATE REVOLUTION” campaign. She showed big banner on the stage of the Paralympics in London in 2012. Also, she announced the statement on her blog. (WESTWOOD, V. 2012)

“We are now halfway through, with 50 more months to go – therefore we have to do it by the next Olympics. We have a choice: Hell or a Future better than the human race has ever known.” (WESTWOOD, V. 2012)

00440h_426x639

Vivienne Westwood is an influential designer so, this campaign was become a big topic on fashion news. In addition, Lady Gaga wore the campaign T-shirt. Without any doubt, she is an influential artist as well so, the news was not only read by fashion people but also gossip magazine readers. (REVEAL.CO.UK. 2012) As a result, the campaign circulated among people rapidly. Subsequently, a cosmetic retailer Lush joined her “CLIMATE REVOLUTION” campaign in 1 January 2013. Lush is as known as natural cosmetic retailer meanwhile it is suitable company to join this campaign.waterloowindow

However, it is still doubtful that some statements and actions are appeared contradiction. Firstly, Vivienne made statement as “Buy less, choose well, make it last (we don’t want the “latest thing” just for the sake it.)” but how many products were sold so far about this campaign. Since they start campaign, they sold some designs of T -shirts. These garments are also on catwalk at her collection for spring and summer 2013. She answered to vogue at her collection.

“My motto is ‘buy less, choose well, make it last’. You should wait until you really need something before you buy it. In fact, don’t buy this collection.”(VOGUE. 2012) 00140h_426x63900220h_304x456

  In fact, T-shirts made sales and some of them are already discounted on Internet. Moreover, Lush sold new scarves as limited production for this campaign on November 2013. Wrapping cloth, which can use as scarves designed by Vivienne matched with no- wrapping concept of Lush. (YOUNG, K. 2013) This scarves were obviously for Christmas shoppers and very commercial. Of course, their main work are business so they should make money and some of their sales are donated to ecological active organisation and it is not to be green wash yet there are some discord between acts and statements. Secondly, Lush operates “The Fun D” campaign in same time. (LUSH, 2012) This campaign donates 10pence for each particular product sale to children in Fukushima who lost their safe playground by nuclear power plant disaster. On the other hand, Vivienne made statement in her “CLIMATE REVOLUTION” campaign operation plan that “Tackle the need for clean energy. The quickest option is nuclear “(WESTWOOD, V. 2012). These action and speech are impossible to stand in same states. It is a paradox.

To sum up, campaigns are good to let people realise ethical issues also good for promotion and commercial even though, once they lost balance or chose wrong partner, there are possibility to show them just like green wash or hypocritical action thus retailers should be careful when they start campaigns.

Reference

COSMETICS BUSINESS (2013) Lush joins Vivienne Westwood’s Climate Revolution [Online] COSMETICS BUSINESS. Available from: http://www.cosmeticsbusiness.com/news/article_page/Lush_joins_Vivienne_Westwoods_Climate_Revolution/82682 [Accessed 4/12/13]

LUSH (2012) The Fun D [Online] Lush. Available from: http://www.lush.co.uk/content/view/6009 [Accessed 4/12/13]

NEW ECONOMIC FOUNDATION (2008) One Hundred Months: A technical note |new economic foundation [Online] NEF. Available from: http://www.neweconomics.org/publications/entry/one-hundred-months-a-technical-note [Accessed 4/12/13]

REVEAL.CO.UK (2012) Lady Gaga wears Vivienne Westwood’s ‘Climate Revolution’ T-shirt [Online] REVEAL.CO.UK. Available from: http://www.reveal.co.uk/showbiz-celeb-gossip/news/a406463/lady-gaga-wears-vivienne-westwoods-climate-revolution-t-shirt.html [Accessed 4/12/13]

VOGUE (2012) SPRING/SUMMER 2013 |READY-TO-WEAR Vivienne Westwood [Online image]. Available from: http://www.vogue.co.uk/fashion/spring-summer-2013/ready-to-wear/vivienne-westwood [Accessed 4/12/13]

VOGUE (2012) SPRING/SUMMER 2013 |READY-TO-WEAR Vivienne Westwood Red Label [Online image]. Available from: http://www.vogue.co.uk/fashion/spring-summer-2013/ready-to-wear/vivienne-westwood-red-label/full-length-photos/gallery/847484 [Accessed 4/12/13]

WESTWOOD, V. (2012) VIVIENNE’S DIARY: 29 AUGUST – 9SEPTEMBER [Online] CLIMATE REVOLUTION. Available from: http://climaterevolution.co.uk/wp/2012/09/11/viviennes-diary-29-august/ [Accessed 4/12/13]

YAHOO (2013) Lush and Vivienne Westwood unite for Climate Revolution campaign [Online image] Yahoo. Available from: http://uk.lifestyle.yahoo.com/lush-vivienne-westwood-unite-climate-revolution-campaign-194010699.html [Accessed 4/12/13]

YOUNG, K. (2013) Vivienne Westwood designs scarves for Lush [Online] Telegraph.co.uk. Available from: http://fashion.telegraph.co.uk/beauty/news-features/TMG10425041/Vivienne-Westwood-designs-scarves-for-Lush.html [Accessed 4/12/13]

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s