Monday the store Parisian Colette see red

Monday, the store Parisian Colette see red. Instead, known for its heart beating that make fashion, will host, in October, a brand of a new genus. Or that a creator or a revival but the niche in solidarity and trendy. RED, it is his name, works rather like a sign of recognition. Several brands with gable on street was solicited to join it in dressing their red products, all accompanied by a marketing offensive, to submit it to the desire of consumers. If they bite the hook, the profits from the sale will be donated to height of 40 to 50 to the Global Fund, the Fund for assistance in the fight against AIDS in Africa, formed four years ago by the United Nations.

Born in the Davos Forum in January, the idea launched by Bono, U2 rock-star, and his partner, Bobby Shriver, nephew of the former President of the United States John f. Kennedy, was born of their annoyance to see the difficulties of the Global Fund to raise private funds. Convinced by the five million Internet users who responded to on a site they have launched on their return from Davos, the two men want to "give consumers the means to act by purchasing products and forcing companies to pay money to a cause". In short, a new way of doing business.

American Express, the first, said present in March by launching a card valid in Great Britain only, red for the moment. Amex is committed to be remitted to the Global Fund 1.25 on all annual expenditure greater than 5,000 books with the card is 7.433 euros. Motorola followed in June, with its model SLVR, also dressed blood-red. The manufacturer of mobile phones reverse 10 pounds of the purchase price of the device to the association and has entered into an agreement with operators, to refund 5 of the cost of each communication made with this camera. Converse released a basket batik cloth manufactured in Mali, whose last Carnation has the dedicated color. Armani has launched a collection of clothing that will be sold in specific corners in all Emporio Armani world here in November. And to show its commitment, the Italian designer offered Thursday last in all London an evening fashion and rock'roll, the "One Night Only".

Gap, very invested in the process, finally prepares to install space in its stores in France and the United States. Textile brand out to October 13, 70 transplanted new references RED: polos and t-shirts on the back of which can be read "Inspiration (RED)" "KIND (RED)", "hamme (red)", and labelled red cloth bags. Half of the profits from sales of these models will go to the Global Fund. The Colette store would be interested in the history of GAP with a photo exhibition retracing thirty years of advertising campaign, extracted from the book published on this occasion. The "Individuals" profits from the sale of the book will go to the Fund in question.

If the approach of RED is the principle of sharing products, including the benefits of the sale shall be returned to a humanitarian cause, it innovates by its unifying aspect and the audacity to positioning with desire and virtue. First, the name of the "umbrella" mark appears systematically in parentheses, RED right, adding as a copyright. On the packaging, the initiative is explained in one sentence. Motorola thus advocates "the RED MotoSLVR is designed to help eliminate aids in Africa".

Then seduction asset is not neglected, motive by displaying "the essence of desire" that argues a multimedia use high-end. As for the launch of the line Armani, the English newspaper "the independent" in announced color on 21 September on its "a" tinted red with a picture of Kate Moss, black skin, and a title: "Not a fashion statement," way of saying that the approach is not a simple effect of mode. The hook also stated: "Half of all revenues from this paper help fight aids in Africa".

Finally, the marketing consistency is worked in its lower corners. Display, advertising shows a barcode as tribe Maasai with the following line: "We are the people we've been waiting for", as to mean that incurred marks were long awaited in this field. A stone, by itself, in the garden of the policy. Commitment becomes a leitmotif also on the Web: the site proposes to become RED "Become RED". "It is a pilot." "Only the consumer will decide its viability," said Bobby Shriver.

collected $ 10 million

In total, the novel approach dare marry us, glamour and humanitarian. "No question to apply RED on any product." It must be attractive and register in the daily life of the client. We try to find the RED consumer. "Hopefully young, trendy, and fan of rock", jokes the partner of Bono, who dreams also to work together all the RED acronym matching names, and to create a club of brands of ten participants on this issue.

But the approach is not so easy to address. The requested undertaking may fear to see the contents of phagocyté brand, consumers preferring the product RED with a supplement of soul. Many also fear the mob for attempting to seduce the barge with humanitarian arguments. Evidence that the concept is not simple to tame: Armani reflected two months before saying yes, and a famous brand of soda has declined the invitation.

"It is not a backdoor to communication, defended at Colette.". A mark may engage and be sincere even if it is true that some have abused. Today, the goal is to make more intelligent trade. "Everything by claiming his side"store fashionitas mode", the sign said"have right to participate in this type of initiative.

The action has not been symbolic: according to Motorola, the amounts resulting from the sale of three phones can provide one year of school materials and daily hot meals to an African orphan whose parents died of AIDS. Since March, the Global Fund has already received 10 million through RED. "In five to ten years, it will be natural for a brand to help finance a humanitarian issue", prognostic Jean-Louis Dumeu, President of FutureBrand Worldwilde. Thus, last week, Richard Branson, English billionaire, announced pay $ 3 billion to combat climate change, in the footsteps of Bill Gates who has invested his fortune in the field of health. Jean-Louis Dumeu sees an effective leverage because he touches emotional cord but also allows civil society to fill the lack of policy action. With a flat: "need to be wary of the hypocrites for a good conscience, type the tanker who pays money to fight against climate change.

For the time being, Bobby Shriver dream rally a great mark of French consumption in its plume. He was received in the high place at l ' Oréal, recommended by one of his muses, fan of the idea, Penelope Cruz. The actress would be ready to invest in a line of makeup with a stick for lips... Red course.