Compassionate Consumption
Fashion & Consumption
Prof. Leshkowich
Compassionate Consumption:
Selling Africa through Product RED & TOMS
In contemporary times, fashion has trended itself as a means for consumers to promote individualism through philanthropic value. In 2006, the rise of compassionate consumption came through the lens of commodity fetishism as brands like Product (RED) and TOM’s shoes use conventional stereotypical depictions of Africa as a means for profit. This paper aims to address how with the establishment of brands like Product (RED) and TOMS shoes the consumer begins to build a mutually beneficial relationship between fashion and social reform. On the surface level, Product (RED) kicked off an enormous brand within a brand experience for consumers. Allowing people to make responsible choices with which companies they choice to purchase and endorse. With the help of international rock star Bono and philanthropist Bobby Shiver, companies began successfully raising money and awareness for global issues regarding the HIV/AIDs epidemic in Africa. Basically giving the approach that when you buy things, you can feel as having directly contributed to the development of Africa. In watching the ads for Product (RED) many of them use Africa as a signifier of death and disease in order to place emphasis on the importance of their product. This is the nature of RED to commodity African culture as a basis for profit. As a result what tends to happen when people buy RED is the thought of a poor, decaying, diseased African land which is in need of assistance by a rich and prosperous nation such as America. The RED model presented, urges a new and beneficial business tactic, which profits off the branding and commodifying of easily marketable symbols such as the undeveloped African nation. The same can be said of TOMS shoes, as founder Blake Mycoskie uses a similar approach in his attempt at revealing the inner humanitarian in the consumer. TOMS “one for one” business
Prof. Leshkowich
Compassionate Consumption:
Selling Africa through Product RED & TOMS
In contemporary times, fashion has trended itself as a means for consumers to promote individualism through philanthropic value. In 2006, the rise of compassionate consumption came through the lens of commodity fetishism as brands like Product (RED) and TOM’s shoes use conventional stereotypical depictions of Africa as a means for profit. This paper aims to address how with the establishment of brands like Product (RED) and TOMS shoes the consumer begins to build a mutually beneficial relationship between fashion and social reform. On the surface level, Product (RED) kicked off an enormous brand within a brand experience for consumers. Allowing people to make responsible choices with which companies they choice to purchase and endorse. With the help of international rock star Bono and philanthropist Bobby Shiver, companies began successfully raising money and awareness for global issues regarding the HIV/AIDs epidemic in Africa. Basically giving the approach that when you buy things, you can feel as having directly contributed to the development of Africa. In watching the ads for Product (RED) many of them use Africa as a signifier of death and disease in order to place emphasis on the importance of their product. This is the nature of RED to commodity African culture as a basis for profit. As a result what tends to happen when people buy RED is the thought of a poor, decaying, diseased African land which is in need of assistance by a rich and prosperous nation such as America. The RED model presented, urges a new and beneficial business tactic, which profits off the branding and commodifying of easily marketable symbols such as the undeveloped African nation. The same can be said of TOMS shoes, as founder Blake Mycoskie uses a similar approach in his attempt at revealing the inner humanitarian in the consumer. TOMS “one for one” business