Welcome to your weekly dose of TooXToo, this week featuring Primark\u2019s vintage debut, Nike x Clarks collaborate with influencers from the African Diaspora, Dove\u2019s says goodbye to gold, and McDonalds sells non-existent burgers\u2026<\/p>\n\n\n\n
Primark \u2013 a fashion retailer synonymous with fast fashion, and contemporary basics, has diversified their offering with the addition of a vintage garments section in their Manchester and Birmingham stores.<\/p>\n\n\n\n
From retro shirts to vintage puffer jackets or denim flares \u2013 customers with an eye for pre-loved, or older-style clothing are excited by the news of this new launch. The retailer hopes to convert their existing \u2018haters\u2019 who chastise them for exacerbating the fast fashion industry and exploiting those who work within it.<\/p>\n\n\n\n
Connecting with local, \u2018slow fashion\u2019 vintage retailers Primark wants to demonstrate their commitment to more sustainable operations looking ahead. The new vintage section of their stores have been called \u2018Worn Well\u2019, and will allow customers to browse a selection of branded and unbranded, pre-loved garments.<\/p>\n\n\n\n<\/figure>\n\n\n\n
As well as promoting sustainability, Primark says they are hoping to demonstrate the importance of shopping to express individuality, by selling one-of-a kind pieces for customers in-store.<\/p>\n\n\n\n
Primark have responded to the desire from today\u2019s consumer for more ethical, and sustainable retail. In addition, Primark have created these departments in their more Northern locations as an effort to respond to hyper-local demand for vintage, pre-loved fashion.<\/p>\n\n\n\n
Primark are shifting the bad connotations which loom around their brand\u2019s operations by responding to the evolving consumer who will not tolerate unethical, or un-considered production, consequently future proofing their identity in the context of a fast-changing retail landscape.<\/p>\n\n\n\n
Nike X Clarks collaborate with influencers from the African Diaspora<\/strong><\/h2>\n\n\n\n
The African diaspora are a core audience of influencers, and consumers with impact and reach that has a global stretch. Both Nike, and Clarks have announced collaborations which celebrate this marginalised group.<\/p>\n\n\n\n
Nike have partnered with Afrochella co-founder and CEO, Abdul Karim Abdullah to create and launch the \u2018Little Accra\u2019 trainers. The shoes draw inspiration from the diverse community in Little Accra which is home to a large Ghanian diaspora. To reflect this community, the sneakers colourways are bold and vibrant, and the insoles read \u2018Sharing stories\u2019 \u2013 a key sentiment held within this community.<\/p>\n\n\n\n
These shoes are just one of other examples that have been designed to celebrate and champion African heritage and culture.<\/p>\n\n\n\n
These Brands recognise the importance of collaborating with cultural influencers that transcend European borders. Not only will these kind of collaborations produce products that are representative of consumers across the global, they will facilitate the integration of diasporic communities long term.<\/p>\n\n\n\n
By entering new markets, Nike and Clark’s are uncovering novel opportunities, and demonstrating representation as well as emotive storytelling.<\/p>\n\n\n\n<\/figure>\n\n\n\n
Important to consider is the average age of the African continent: 25. This is the youngest in the world. So, as the African population continues to grow, it is key for brands to think about how they can build connections, and appeal to a more global, diverse consumer group.<\/p>\n\n\n\n
Dove says goodbye to Gold<\/strong><\/h2>\n\n\n\n
Dove\u2019s new campaign #KeepTheGrey is designed to protect against ageism and sexism in the workplace.<\/p>\n\n\n\n
The termination of Canadian news host, Lisa LaFlamme\u2019s contract at CTV national news due to her going grey \u2013 is one of many cases that is being pushed into the public eye to raise the severity of the existing problem.<\/p>\n\n\n\n
Dove Canada has replaced its familiar gold logo, with a grey version across their social media profiles. The brand is encouraging others to participate in their campaign, changing their profile pictures to grayscale to show their solidarity as part of the #KeepTheGrey message.<\/p>\n\n\n\n<\/figure>\n\n\n\n
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