Conscious Step

Marketing Socks to Fight Poverty

Leslie Davis Burns

Business Case
Source: Bloomsbury Fashion Business Cases
DOI: 10.5040/9781474208789.0039
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Social enterprises combine commercial business objectives and activities with social objectives and activities. Many fashion brand companies are social enterprises. The social objectives of these companies address problems including poverty, hunger, environmental issues, and/or social injustice through creating and selling fashion products. One such company is Conscious Step, headquartered in Brooklyn, New York. For every pair of socks purchased from Conscious Step, they donate to one or more of their nonprofit organization partners including Action Against Hunger, Global Citizen, and Socks are packaged around the issues addressed by these organizations including poverty, water, hunger, and disaster relief. Marketing strategies for social enterprises can be a challenge. Companies such as Conscious Step want to understand the lifestyles and values of their target customer and provide them with information about the important work the company is doing while at the same time promote products that meet the needs of their target customer. Students will analyze Conscious Step’s current marketing efforts, providing information about what is working and what they may do to improve their marketing strategies.

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