d2c

D2Cs Team Up With Customers and Each Other to Aid Relief Efforts

When brands aren't *going live*, they're going the altruistic route.
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Universal Standard

less than 3 min read

Retail news that keeps industry pros in the know

Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.

When D2Cs aren’t ~going live~ to share their founders’ quarantine bedtime routines, they’re joining COVID-19 relief efforts. A couple of their methods to help medical workers: rejiggering their supply chains to make protective gear and donating existing products to the frontlines.

On the corporate side...what every CEO’s calling “unique circumstances” has spurred more collaboration. In about a week, footwear darling Rothy’s went from MacGyvering a protective medical suit prototype to founding the Open Innovation Coalition.

  • Through the OIC, Rothy’s hopes to share its expertise on producing medical gear with brands that want to join the effort.

On the consumer side...brands are asking for help after making promises that are tough to keep by themselves.

  • Allbirds launched a campaign on March 20 to provide free sneakers to any frontline healthcare worker. After donating $500,000 worth of shoes, the brand added a “buy one, give one” option so customers could pitch in.
  • Universal Standard offered free clothing to U.S. medical workers on March 30. In three days, it donated $250,000 worth of clothing, then called on customers with a similar buy one, give one program.

Retail news that keeps industry pros in the know

Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.

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