Competing Charity brands

With DECE being a charitable organisation I began looking at ways in which similar organisations advertise themselves.

Toms in particular are a recent popular fashion brand that operate as a non-profitable company, selling light weight shoes based on the Argentine design and for every product sold they donate a pair to a person in need.

From the research found on their advertising it is clear that they focus solely on the charitable aspects of the company with bleak images depicting poverty and children in need. *Similar to the first image of the DECE advertisement with the bleak house.

However the particular factors that have dramatically influenced the success of the brand 'Toms' is due to the fashion trends. A lot of customers who purchase these garments are oblivious to the charity behind the fashion brand yet purchase the products to trends and popularity.

It came to our attention that regardless whether a fashion brand is supporting a charity organisation or not, people will still purchase the items and not particularly choose things depending on their background. It was at this point that we decided in the advertising process of the DECE that we would resort from shouting 'we are a charity' and include the charitable aspect covertly, putting the fashion clothing first.




Brendon Barnett