In what’s the KnitWell Group’s first collective effort to assist the Breast Most cancers Analysis Basis, the multibrand conglomerate goals to boost greater than $10 million.
By way of its “Sisterhood of Power” program, which is working by way of the tip of subsequent month, KnitWell has enlisted 20 influencers to look in a brand new advert marketing campaign. Over the previous 20 years, Ann Taylor and Loft have raised greater than $62 million for BCRF. Final yr Lane Bryant, Talbots and Haven Nicely Inside teamed with Ann Taylor and Loft to drum up $5 million in assist, bringing the grand whole for all 5 manufacturers to $67 million.
Now that Chicos FAS, which incorporates Chicos, Soma and White Home Black Market, have joined the fold of the KnitWell Group and is becoming a member of in on this fall’s BCRF effort, KnitWell is attempting to double final yr’s whole of $5 million. To get the phrase out, every of the 20 influencers are suited up in clothes from one among KnitWell’s eight manufacturers.
The marketing campaign, which was shot by Mei Tao, shall be featured on social media, on the manufacturers’ digital websites and in-store messaging. Video footage was dealt with by Merciful Thieves. It options “strivers” — all of whom are breast most cancers survivors, together with influencers Tiffany Dietz and Tegan Higgins, in addition to wellness advocates Sarrah Strimel Bentley, Aisha Patterson, and Allyn Rose.
To attempt to attain that $10 million aim, every of the KnitWell Group’s eight labels are providing a brand-specific Cares Card, which earmarks a share of the acquisition value of every card to profit the BCRF and consumers shall be eligible for reductions in shops. As well as, choose manufacturers equivalent to Talbots are providing merchandise that can profit the BCRF. Customers can even donate on to the BCRF within the KnitWell Group’s shops, save for Haven Nicely Inside, which doesn’t at present have freestanding areas. Choose labels will host a Store for a Trigger occasion in shops and on-line on Oct. 5, which is called “Pink Day.” A share of the designated day’s gross sales shall be donated on to BCRF, and matching donations shall be made.
KnitWell is drawing from a large in-house and buyer base with 45,000 associates, practically 3,000 retail areas and 20 million-plus clients. The multibrand entity is BCRF’s largest retail accomplice and the Sisterhood of Power marketing campaign is the primary of its variety to attach eight labels.
Coordinating the two-day photograph shoot in its studio at 7 Instances Sq. in July was no small feat, however it’s the KnitWell Group’s first joint marketing campaign and a purpose-driven one at that.
The KnitWell Group’s government chair and chief government officer Lizanne Kindler stated that her aunt Hanne Merriman, former president of Garfinckel’s malls in Washington, D.C., had impressed her to hunt a profession in style and transfer to the U.S. from Denmark. Having misplaced Merriman to breast most cancers in 2003 on the age of 61, Kindler stated that she “can’t assist however assume how issues could have been totally different had she been recognized as we speak. That’s how shortly breakthroughs are occurring, and the remedies are evolving.”
Kindler famous {that a} lady is recognized with breast most cancers each 14 seconds globally and one in eight ladies in the US shall be recognized with breast most cancers. “We now have 20 million clients. Meaning greater than 2.5 million of our clients have been or shall be recognized with breast most cancers,” stated Kindler, including that she is hopeful {that a} treatment shall be present in her lifetime.
Bentley stated that “manufacturers have a lot energy to make use of their attain for good on this world.” Grateful to “not solely be alive and thriving, however to be a trusted voice within the breast most cancers group and past,” she stated, “We name it the ‘worst membership with the most effective members.’ If even one lady sees my story and is impressed to search out pleasure on the toughest of roads, then I do know I’ve finished one thing proper.”