Over the past few weeks, the COVID-19 pandemic has shifted our entire reality. In response, we’ve seen an outreach of support from brands and retailers as the industry tries to establish a new normal. From pivoting production to funding research to donating profits and products, companies are coping with their uncertain future by mobilizing to solve shortages and offer aid.
In today’s turbulent retail landscape, the line between authentic aid and opportunism is thinner than ever, and with a consumer base that’s looking to purchase with purpose, brands should use factories, funds, and power, to do good. Forward thinking brands and retailers have found a way to adapt to the crisis by tapping into their cultural reach and supply chain to combat the spread of COVID-19.
Below, we rounded up ten companies, brands, and stores — big and small — that are stepping up to help. Based on social actions/post % change on Instagram during Q1 of 2020, these are the brands to watch:
1. Kendra Scott
Kendra Scott is donating 50% of proceeds from its Everlyne bracelets to Feeding America’s COVID-19 response fund. The brand will also be donating 500,000 meals for the initiative. Customers have the chance to donate 20% of their purchases over a two-day period to a charity of their choice.
LVMH has converted its perfume manufacturing facilities to produce and distribute hydroalcoholic gel to French hospitals for free. The company donated $2.2 million to the Chinese Red Cross in February. Louis Vuitton is also producing hundreds of thousands of non-surgical face masks.
FIGS is donating 30,000 sets of scrubs to hospitals across the country and has already donated 19,000 scrubs. The company is producing millions of N95 masks and PPE, and donating $100,000 to the Frontline Responders Fund. Hundreds of care packages are also being sent to medical professionals.
4. Christian Siriano
Christian Siriano answered Governor Andrew Cuomo’s plea for more masks on Twitter. Since then, he has dedicated his small sewing team to making more masks. As of April 8, Siriano and his team have made over 5,000 masks. Donations can also be made on his website.
Demi Lovato launched her new Fabletics line on April 2, announcing that $5 of every item sold — up to $125,000 — will be going to the World Health Organization’s COVID-19 Solidarity Response Fund to provide crucial gear to frontline workers.
6. John Elliott
Inspired by the healthcare workers in his family, John Elliott launched the initiative Mainline for the Frontline, pledging 10% of sales from his “Mainline” collection — up to $100,000 — to the UCLA Health Fund. Elliott has also made a donation of $10,000 to the organization.
Allbirds has donated $500,000 worth of shoes to the healthcare community. Beginning March 24th, the company is allowing customers to bundle any shoe purchase with a donation to immediately supply a pair of Wool Runners to a healthcare professional who has reached out.
Self-Portrait has donated to the National Emergencies Trust’s COVID-19 relief efforts. In addition, 10% of all proceeds will be donated. The company has also released a coloring book for families to use as entertainment for their children as they are homeschooled.
Unilever is donating $20 million in products and services, as well as $540 million in cash relief worldwide to support people across its value chain. The company is giving more than 200,000 masks to hospitals in New Jersey, paying its vulnerable suppliers early, and protecting its global workforce from pay cuts.
10. Pyer Moss
Pyer Moss has converted its office into a donation center. Kerby Jean-Raymond asked people to mail donations of masks and Latex gloves, and noted that he will contribute $5,000 to purchase supplies. He will also set aside $50,000 for minority and female-owned independent businesses in distress.
To learn more about how COVID-19 is impacting consumer behavior or to learn more about trends that are growing — and dying, please contact firstname.lastname@example.org.