Contemporary clothing brand alice + olivia by Stacey Bendet has launched its “Buy a Dress, Give a Dream” initiative, a philanthropic promotion in all domestic alice + olivia stores and online. The company will donate a prom dress to Big Brothers Big Sisters, Prep for Prep and City Year for every dress sold between May 3, 2016 and May 17, 20016.
Additionally, alice + olivia will host an event for dress recipients in the New York City area to try on and take home their new dresses. The brand sells an average of 700 dresses a week, and anticipates a donation of more than 2,000 dresses through the initiative.
The company is one of many retailers dedicated to social good efforts and cause marketing. Ace Hardware and Walmart are two recent examples.
The RetailTouchPoints Retail Innovation Conference, May 9-11 at Apella in New York City, will be hosting a panel of retail executives, moderated by Greg Buzek, Co-Founder of the Retail Orphan Initiative, to discuss their experiences with these kind of efforts.