corporate citizenship

Burberry Bows to Greenpeace Pressure to Go Toxin-Free

Posted by Sheila Shayon on January 31, 2014 01:40 PM

When a research study from Greenpeace turned up hazardous chemicals, or "Little Monsters" as they put it, in children's clothing and shoes from major brands including Disney, Burberry, Adidas, Gap and others, the environmental activists turned up the pressure by urging consumers lobby the brands to clean up their act as part of its bigger #Detox campaign.

This week, Greenpeace scored a victory when Burberry agreed to detox its clothing by Jan. 1, 2020. Initially, its corporate back up against the wall, Burberry balked at the group's allegation that a purple metallic shirt contained hazardous chemicals. The shirt in question, made in Tunisia and worn by Romeo Beckham (aka David & Victoria's son) in a June 2013 campaign, contained a high level of nonylphenol ethoxylates (NPEs), manmade chemicals used in detergents, which degrade to nonylphenols (NP), both toxic and hormonally disruptive.

"All Burberry products are safe and fully adhere to international environmental and safety standards," the luxury apparel brand responded in a statement. "We have an active programme dedicated to reducing the environmental impact of our supply chain, working in collaboration with our suppliers and NGOs. Greenpeace is aware of our work, which includes the commitment to eliminate from our supply chain the release of chemicals that have an environmental impact."Continue reading...


Levi's Joins Local, Global Effort to Recycle Clothing

Posted by Sheila Shayon on January 28, 2014 02:44 PM

The San Francisco Department of the Environment and I:CO, a solutions provider for clothing, shoes and other textile reuse, are joining forces with Levi Strauss & Co. on an ambitious Textile Reuse and Recycling Initiative. 

The initiative, Progress With Less, asks consumers to donate old clothing via special containers stationed inside three Levi's stores, part of a bigger plan to make San Francisco a zero-waste city. I:CO transforms the unusable clothing into industrial products ranging from cleaning cloth, paper and insulation to carpet underlay, surface covering and textile fibers.

“At Levi Strauss & Co., we work to ensure sustainability is woven into the fabric of everything we do—from how our clothing is made to how we care for the planet," the brand said in a blog post. “It’s even woven into our San Francisco headquarters, which is insulated with more than 25,500 pairs of recycled jeans—a novel reuse initiative that we’re working to roll out to other local organizations.” 

The effort echoes a similar campaign from H&M, which too partnered with I:CO to collect brand and non-brand clothing in exchange for a store credit.Continue reading...

brand partners

Intel Gets Inside New Levi's-Branded 49ers Stadium

Posted by Mark J. Miller on December 19, 2013 06:37 PM

The world may be turning its attentions to mobile devices that don’t have Intel chips, but the company that came to fame for powering PCs still wants to stay front and center in the minds of consumers. So it is placing a bet on sports marketing to help keep the name alive and thriving.

Its name popped up in sports-business stories last week when the company signed a five-year, $25 million deal with Spanish soccer giant Barcelona to stick the Intel logo on the inside of its jerseys so that fans can see it when their favorite players lift their shirts after scoring a goal.

“I know it’s bizarre and strange because it’s not shown on a day-to-day basis, but it’s more about the symbolic space,” said David Haroldsen, Intel’s vice president of sponsorship, according to the Washington Post. “It authentically tells the story of who we are rather than just being another brand that is visible with all the other logos that exist. We believed we would have more value with the symbolic placement with occasional pop-up moments within the game.”Continue reading...

brand news

In the News: Snapchat, Mercedes-Benz, Newsweek and more

Posted by Dale Buss on December 4, 2013 09:18 AM

In the News

Snapchat hires away Emily White, Instagram's ad exec, to be company COO. 

Mercedes-Benz CLA comes through and cements US sales lead over BMW.

Newsweek plans return to print.

Applebee's rolls out tablets nationwide.

Benetton rises above Levi's to become India's top international fashion brand. 

BJ's Wholesale Club owners express interest in buying Hess gas stations.

Boeing tantalizes states with 777x production.

China issues 4G mobile licenses to country's three main telecom companies. 

Drake announces partnership with Nike's Jordan brand. 

Greenpeace makes Christmas a downer with Santa reporting from melting Arctic.

JCPenney finally reports comp-sales increase.Continue reading...

ad watch

Instagram Ad Rollout Seeing Less Snags, More Engagement

Posted by Sheila Shayon on November 27, 2013 01:45 PM

Instagram has wasted not a moment in shifting from a photo-sharing app to videos and now ads, as Michael Kors became the app's first advertiser earlier this month. 

The evolving social/photo/video brand is now churning them out on a daily basis with entries from General Electric, Levi's, Lexus and Ben & Jerry's, among others. Michael Kors garnered nearly 34,000 new followers 18 hours after its first of four ads published, followed by a jump to more than 1.4 million followers with three subsequent ads.

But reactions to the paid posts are so far mixed. “Nitrogram analyzed the sentiment of comments appended to Michael Kors's four ads and found there was a roughly equal mix of positive and negative comments on the first. But the percentage on the positive side swelled to 73 percent for the second ad; to 89 percent for the third; and to 64 percent for the fourth," Ad Age reported

Ben & Jerry's on the other hand, seems to be the clear winner in the ad race, amassing more followers and 'likes' than any other advertiser so far—and their ad comments are on the sweeter side, too.Continue reading...


Levi Strauss Expands Sustainability Commitment with Dockers Wellthread Line

Posted by Sheila Shayon on November 12, 2013 06:41 PM

Fair trade and sustainability aren't just terms associated with food and CPG brands. More clothing brands are taking a closer look at how their garments are made, what they're made of and who is doing the work, and iconic clothier Levi Strauss & Co. is the latest to join the effort.

The company's new Dockers Wellthread line includes a men's collection that combines sustainable design, environmental practices, and support of an eco-system that provides for all apparel workers. The line will be available online and in-stores in Europe. 

“How you make a garment is just as important as the garment itself,” Michael Kobori, the company's VP of social and environmental sustainability, told WWD. “We believe that we can use our iconic brands to drive positive sustainable change and profitable results. With that comes the responsibility to continually innovate for each new generation of consumers.”Continue reading...

ad watch

Instagram, Careful to Keep Community Feel, Previews Potential Ads

Posted by Sheila Shayon on October 25, 2013 02:56 PM

Popular photo-sharing app Instagram is easing its way into monetization with the introduction of its first ads, slated to begin running next week. And the Facebook-owned company couldn't be any more careful in its efforts to protect and preserve the Instagram community.

After announcing that ads would become a reality on the platform about three weeks ago, it posted a blog post with a sampling of potential ads from brands such as W Hotels, Michael Kors, Macy's, Lexus, PayPal, Ben & Jerry’s and Levis—the latter of which is using the app to track its novel station-to-station campaign. 

The ads will function much like those seen on Twitter and Facebook; clearly marked with a "sponsored" tag in the upper right corner that users can tap to find out more about advertising. Users can also tap the "..." to enable ad settings and feedback.Continue reading...

name game

Levi’s Nabs Naming Rights for New 49ers Stadium

Posted by Mark J. Miller on May 9, 2013 02:26 PM

In the insanely crazy years of the California Gold Rush from 1849 to 1855, hundreds of thousands of people poured into San Francisco and the surrounding areas. Levi Strauss was one of them, but he didn’t come for gold. He came to establish his family dry-goods business and help clothe and outfit all those 49ers looking to strike it rich.

Strauss, of course, had hit on a formula that would make him and his family exceedingly wealthy. Now a whole different kind of 49ers will be benefiting from his legacy.

Word came Wednesday that the denim powerhouse Levi Strauss & Co. would shell out $220.3 million over 20 years to put its name on the new Santa Clara stadium that will be home to the NFL’s San Francisco 49ers starting next year. That price is one of the heftiest in pro sports and should help offset the $1.2 billion it is taking to build what will now be called Levi’s Stadium.Continue reading...

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