For the past two years, White House Black Market has participated in Breast Cancer Awareness Month, which is the month of October. During the month White House Black Market sells a few extra items such as key rings, umbrellas and watches. One hundred percent of the proceeds from these items is donated to Living Beyond Breast Cancer. The money raised funds LBBC's education and support programs for women affected by breast cancer, the recently diagnosed and those living with advanced stage disease. According to the Living Beyond Breast Cancer Web site, the organization is nonprofit and "dedicated to empowering all women affected by breast cancer to live as long as possible with the best quality of life."
White House Black Market advertises this breast cancer campaign with signs on store windows, in its catalog and on its Web site. Employees and mannequins in the stores wear pink ribbon pins and pink breast cancer awareness bracelets. In 2005 White House Black Market donated $110,000 to LBBC. The amount donated in 2006 could not be found.
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3 comments:
I think it is awesome when companies get involved in raising money for charities! I am especially partial to those companies who donate money to raise awareness and funding for breat cancer.
It it both a good strategic move because it has an emotional element to it, but it also shows that White House Black Market cares about its customers...who just so happen to be among those suffering from breat cancer!
Good move on their part.
I also think that it is a great move for White House Black Market to be involved with breast cancer awareness and to donate the proceeds from these items to a non-profit organization.
It is important for organizations to be socially responsible and aware of what is important to its costumers. As a clothing company catering to women, I am sure many of its customers have been affected by breast cancer. This is a great charity for them to be involved with for this reason.
A move such as this can boost a company's reputation and in turn boost its sales. People may be more partial to shopping at a place they know cares about important issues-- and will then share their thoughts with others. It is great visibility for the company, not to mention a great thing for breast cancer awareness.
I agree with the other two posts. Getting involved in charity work, such as breast cancer, is a great thing for WHBM to do. I know that when I go shopping, and I see something with the "pink ribbon," I always feel more inclined to purchase it because it is helping a cause. This way, the company is being socially responsible, reflecting well upon its image. If a company has a good image, people are more inclined to go and shop there. This is a great move for the company which sells women's clothing, perfect target audience and key public.
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