Have you ever noticed how apparel brands seem to be speaking your language lately?

It’s no secret that millennials have become a force to be reckoned with in the consumer landscape. Clothing companies have been quick to catch on, employing some savvy tactics to connect with this influential demographic.

Cause-related marketing is one of the tactics that has been making waves lately. This approach uses a brand’s platform to spread positive messages and support causes that resonate with consumers. Think of it as a powerful alliance between fashion and social impact.

Picture this:

Your favorite apparel company partners with organizations dedicated to social justice, channeling their collective influence to raise awareness, drive change, and make a real difference in the world. It’s a win-win situation. Not only does the brand capture your attention, but it also demonstrates its commitment to the issues you care deeply about.

91% of millennials prefer brands associated with a good cause. When marketing to the millennial demographic, it pays to do good in the world.

If you’d consider launching a cause-related marketing campaign for your brand, keep reading—because we’re going to share some helpful insights and examples of apparel brands that have done it successfully.

Examples of Successful Cause-Related Marketing Campaigns From Apparel Brands

Before we talk strategy, here are a few examples to help you understand the impact cause-related marketing can create:

TOMS’ “One for One®”

TOMS made a bold promise—to donate a pair of shoes to a child in need for every pair of shoes they sold. This campaign struck a chord because it merged a social cause with a for-profit business model, proving that doing good can go hand in hand with being successful.

Customers went wild for it, and who could blame them? People yearned to contribute to a cause beyond just purchasing a product, and TOMS delivered that opportunity on a silver platter. Their social media savvy customers spread the word online and ignited a wave of awareness.

But TOMS didn’t stop there. They knew how to take social media engagement to the next level. They created the “One Day Without Shoes” campaign in which they urged customers to snap photos of their bare feet and share them online. It was a playful way to raise awareness and get people talking.

As the campaign gained momentum, TOMS expanded its reach by extending its support to other causes close to their customers’ hearts. They tackled issues like water scarcity, birth complications, and anti-bullying initiatives. By broadening their impact, TOMS made a lasting impression on the world.

Gap’s “Gap For Good”

Let’s talk about Gap’s game-changing campaign, “Gap For Good,” which hit the scene back in 2017. This campaign was all about blending style with sustainability and social responsibility, and boy, did it make waves!

Gap called upon its customers to declutter their closets and bring their used clothing to Gap stores for recycling. It was a win-win situation, really. Customers got to do their part in reducing waste and giving their old clothes a new lease on life, while Gap showed its commitment to sustainability and making a positive impact.

But why was “Gap For Good” such a hit? Well, it all boils down to knowing your audience. Gap understood that their target market, those environmentally conscious and socially responsible folks, were itching for ways to align their fashion choices with their values. And “Gap For Good” delivered exactly that—a chance to be stylish and make a difference.

Gap didn’t tackle this mission alone, either. They teamed up with Goodwill, a trusted partner in the world of recycling and reuse, to support the Donate Movement, an initiative that educates people on why donating is good for people and the planet. This collaboration was a key ingredient in building trust with customers, showing them that Gap’s commitment to sustainability wasn’t just a baseless claim—it was a tangible reality.

Positive press coverage helped spread the word far and wide, reinforcing Gap’s image as a brand that truly cares about the planet and its people.

Everlane’s “Black Friday Fund”

Everlane, known for their commitment to transparency and sustainability, decided to flip the script on the retail frenzy of Black Friday. Instead of solely focusing on sales and profits, they pledged to donate a portion of their Black Friday earnings to a specific cause they chose for that year. Talk about shopping with a purpose!

For example, in 2019 Everlane partnered with the mighty Oceana to fund their valiant campaigns against single-use plastic. Everlane pledged to contribute $10 for every order placed on Black Friday, with a cap at a whopping $300,000.

Everlane’s commitment to transparency and sustainability resonated deeply with their customers. Shoppers were eager to be part of a movement that went beyond fashion, making an impact on the world around them.

Over the years, the Everlane Black Friday Fund has become a staple of the company’s marketing strategy, raising over $1 million for various causes. It’s more than just a one-off event—it’s a powerful movement that has become synonymous with Everlane’s mission and values.

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Scrappy Apparel has everything you need to scale your apparel business to infinity and beyond.

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Have you ever wondered why some outdoor clothing brands seem to have a cult following?

Why are people willing to pay premium prices for their products, even when there are cheaper alternatives available?And how do these brands stay top-of-mind when seasonal trends come and go?

The answer lies in their brand storytelling.

Outdoor clothing brands are masters at using storytelling to build emotional connections with their customers, creating a sense of shared values and experiences.

Today, we’ll check out a few examples of outdoor clothing brands that have successfully used storytelling to grow their empires:

• Patagonia
• The North Face
• Columbia Sportswear

We’ll also discuss how you can use the same techniques to create a powerful brand story for your own clothing line. Let’s dive in!

Why is Brand Storytelling So Effective?

Brand storytelling is all about making a deep emotional connection between the customer and the product. For outdoor clothing brands, this means using stories to show why their products are special and how they can give you an experience unlike anything else out there.

This is especially important for companies that cater to niche markets like outdoor sports enthusiasts. By sharing stories of adventure and exploration, these brands can create a whole world for their customers to immerse themselves in. This helps them feel like they’re a part of the brand and its values.

But brand storytelling is about more than just marketing—it’s about creating relationships between people. When a brand story resonates with someone, it becomes a part of their identity. It gives them a sense of belonging and connection to something greater than themselves.

Powerful Brand Storytelling Examples

Now that we’ve covered the basics, let’s take a look at some examples of outdoor clothing brands that have used storytelling to attract customers.

Patagonia

Patagonia is insanely good at using storytelling to create a strong connection with their audience. They tell stories about people rather than just talking about their products. The brand has a dedicated section on their website called Patagonia Stories which features films, articles, and podcasts about outdoor sports, activism, and environmental work.

One of the reasons their brand storytelling works so well is because of their authenticity. Patagonia really cares about their values and beliefs—and it shows. They use brand ambassadors to engage with their audience and share beautiful images of the outdoors.

Patagonia’s approach to brand storytelling is really focused on being authentic, purposeful, and engaging. Their commitment to sustainability attracts environmentally conscious customers who are willing to pay extra to support a brand that takes steps to reduce its footprint.

The North Face

The North Face tells a story that revolves around exploration and pushing limits. Just think about their name—inspired by the toughest side of a mountain—and how they’ve helped adventurers conquer the highest peaks of the Himalayas.

One of their recent campaigns called It’s More Than A Jacket is all about honoring their 55 years of adventure. They asked explorers from around the world to share their stories and images of their well-loved North Face products—using the hashtag #MoreThanAJacket on social media, of course.

Another example of their brand storytelling is a film called The North Face Presents: Beyond the Summit. It follows the incredible journey of Kit DesLauriers, who became the first person to ski the Seven Summits. The film dives into her quest to find a deeper purpose after accomplishing such a fantastic feat.

The North Face also goes on tours across major European cities, bringing authentic tales of exploration to life. They want to give their brand a genuine talking point and engage with their audience on a personal level.

The North Face uses brand storytelling to inspire their audience with stories of exploration, boundary-pushing, and remarkable achievements. By showcasing real people who embody these values, they create an emotional connection that motivates their audience to embark on their own adventures.

Columbia Sportswear

Columbia Sportswear knows how to tell a great brand story, and it’s evident in various aspects of the company. They have a section on their website dedicated to feature stories that cover a wide range of topics, engaging customers and fostering brand loyalty.

In the digital realm, Columbia Sportswear has made strategic investments to establish a strong online presence across multiple platforms. They recognize the significance of the digital space as a channel for effective brand storytelling.

In an SGB Media feature, Columbia Sportswear’s CEO described the brand as “humble, accessible, and democratic.” This positioning emphasizes inclusivity and accessibility, which are powerful themes in brand storytelling.

Their One Tough Mother campaign exemplifies their brand storytelling prowess. Featuring Gert Boyle, former Chairwoman of the company, the campaign highlights her strength and resilience in building Columbia Sportswear.

Columbia Sportswear’s wholesale emphasis is also part of their brand storytelling strategy. By working with smaller specialty stores and emphasizing their balanced approach to men’s and women’s products, they convey a story of accessibility and inclusivity that resonates with their customers.

Through these efforts, Columbia builds a strong and meaningful connection with their audience.

How to Craft a Compelling Brand Story

By understanding the principles of effective brand storytelling, you can create content that resonates with your audience. Here are some tips to help you craft an engaging story:

• Focus on Emotions: Your story should evoke emotions and have a powerful impact on your audience.
• Establish Brand Values: Outline what makes your brand unique and how it stands out from the competition.
• Keep It Simple: Don’t get too complicated with your storytelling. Keep it simple and straightforward.
• Include Visuals: Make sure to include visuals or videos to make your content more engaging.
• Showcase Real People: Highlight real people who embody your brand values and capture their stories.
• Analyze Your Results: Monitor the success of your campaigns by tracking metrics such as engagement, website visits, and conversions.

Brand storytelling is an effective way to engage customers and foster loyalty, and it should be an integral part of any company’s marketing strategy. By using compelling stories to convey your brand values, you can create meaningful connections with your audience that will last a lifetime.

Ready to Scale Your Brand with Luxury-Level Apparel Manufacturing?

At Scrappy Apparel, our turnkey apparel solutions and high-volume apparel solutions are designed to help you scale your brand with seamless, reliable production practices.

Our turnkey apparel solutions are perfect for brands that need low MOQs, while our high-volume apparel solutions are ideal for brands looking to produce on a larger scale.

We also offer cut-and-sew manufacturing and private labeling services to help you create unique pieces that are 100% on-brand. All of our production processes are transparent, and our team is committed to providing you with the best possible customer experience.

Let us help you bring your brand story to life and create apparel your customers will love.

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