正宗品牌集团

2023年2月2日

Authentic市场营销和生活方式执行副总裁娜塔莎·菲什曼(Natasha Fishman)表示，这一合作关系是长期的，将持续到2026年底。这项史无前例的协议的一个关键部分是，两家公司将合作创建一个独家标志，将用于Authentic品牌的产品，以及今年晚些时候开始的营销激活、捐赠计划等。菲什曼表示，有关该商标的进一步细节以及将涉及的正品品牌仍在敲定中，并将在商标公布时公布。她解释说，一旦创建，该标记预计将出现在吊牌、产品和销售点上。“这是与他们长期对话的第一部分，”她在谈到《全球公民》时说。她强调，这不是Authentic第一次与慈善机构合作，这一举措并不是为了取代个别品牌已经采取的行动。相反，它将更好地让客户做出选择，向对他们重要的问题捐款。她说，预计全球公民伙伴关系将包括的项目包括收银台的现金汇总、按销售额的一定比例捐赠以及其他努力。“重要的是做一个优秀的企业公民，”她说，“但这不仅仅是打勾。相反，我们真正要考虑的是我们的ESG(环境、社会和治理)努力，以及我们如何将其推向市场。” It is also a way for Authentic to “be more thoughtful and meaningful to our customers,” she continued. “It’s an opportunity for our brands and audience to get active around initiatives they care about.” The list of brands that will be involved is still be finalized, but are expected to include Reebok, Nautica and Eddie Bauer. “But there will be more for sure,” Fishman said. “This takes us through the end of 2026 so many of our brands will be participating.” All told, Authentic oversees a portfolio that generates $25 billion in annual retail sales globally and operates in more than 150 countries through 9,400 freestanding stores and in-store shops. Jamie Salter, founder, chairman and chief executive officer of Authentic, was the catalyst in creating this partnership, Fishman said. “It’s near and dear to his heart.” “We are honored to build upon our commitment to ESG with an organization as established and trusted as Global Citizen,” said Salter. “Authentic and Global Citizen share a focus on issues including social justice and sustainability. We are committed to galvanizing our brand communities to take action through meaningful programs that drive positive impact.” “We are always seeking to engage new audiences in Global Citizen’s mission to take action on the major issues our world is facing, from extreme poverty to climate change,” said Sharon O’Sullivan, global head of corporate partnerships. “We understand the power of fashion to influence the cultural dialogue, and we are thrilled to partner with Authentic and its portfolio of world-class brands to ignite new audiences of global citizens. This is Global Citizen’s first time partnering with an organization like Authentic to create an exclusive brand mark and we look forward to building creative marketing programs and collaborations across each of the participating brands to engage consumers through their passion points and invite them to join our movement.” Tags