Holt Renfrew adds Me to We Atelier to its Uncrate Africa boutiques

In 2015, the famous Me to We brand was added to Holt Renfrew's Uncrate Africa boutiques across Canada. It was added to the lineup alongside other socially conscious brands within Holt Renfrew's H Project umbrella in hopes that it too would empower and enable these high-end consumers to make conscious purchases that would make a real difference. In particular, the Me to We Atelier collection supports a community of Kenyan women who themselves are the designers and craftsmen of the precious jewelry pieces. Through the purchase of each Me to We Atelier product at Holt Renfrew, a Kenyan girl will receive the gift of education. 

ME to We is an incredible brand that continually works to create change and bring awareness through its cause-marketing approach to business and doing good. By working with Me to We, the women in these communities offer future generations a sustainable future, where income and education are gained and poverty becomes a thing of the past. 

These products and this partnership are attractive to consumers because it offers a tangible good, while at the same time offering a feel good feeling of doing something more and going beyond that of a typical, everyday consumer purchase. Another reason it is attractive, for Holt Renfrew in particular is that it allows the brand to show its commitment to fashion in every form and its support of causes that matter and directly align with its brand values. The product is an incredibly good fit with the company, which is highly important in pursuing any type of corporate philanthropy - consumers in this case are able to very plainly see that it is not a random inclusion into Holt's product offering, but a strategic decision that supports the overall vision of offering unique fashions for savvy, trend-focused consumers from around the globe. 

I think what could be a potential pitfall is the possibility that the individual brand and cause itself may get lost along the way in terms of awareness creation and that consumers may not gain as much knowledge about the product/cause because of the type of retailer and the resources dedicated to ensuring all staff know lots about the product beyond just the look of it. This is a minor detail and in general I think it is a great cause-marketing collaboration. Instead of donating a simple amount of money - a child gains an entire education through the small purchase of a piece of craftsman jewelry. It is a great cause and I think a very smart business decision on both companies sides. 

By Meghan Schimpf