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Brief Published: 9 Jun 2017

Olivela: Philanthropic Luxury E-Comm


Wholeheartedly embracing the rising consumer desire for brand initiatives with an ethical grounding is new luxury-focused multi-brand fashion e-commerce site, Olivela.

Launched on June 6, the business sells approximately 200 new and “just past season” items from high-profile international brands including Givenchy, Stella McCartney and Valentino. Its core USP is activism: it donates a portion of each sale to a non-profit organisation.

Organisations already lined up to benefit include American author and philanthropist Jessica Seinfeld’s Good+ Foundation, which provides basic items for impoverished US families; Pakistani human-rights activist Malala Yousafzai’s Malala Fund, which seeks to secure educational rights for girls; and the VH1 Save the Music Foundation – a US initiative devoted to bringing music programmes into American schools.

Notably, at the core of Olivela’s engagement strategy is an emphasis on transparency, with consumers able to access a personal dashboard that tracks exactly what the donation from their purchase constitutes in charitable terms. For instance, a pair of $835 Aquazzura sandals will provide 41 days of children’s essentials through the Good+ Foundation. The dashboard tool, echoing those used by sports brands such as US label Under Armour (as detailed in The Supportive Sell), is key to establishing a sense of trust and personal involvement.

For more on transparency in retail, see Everlane’s Transparency Tours, Positive Provenance and Revealing the Journey.

For more on how ethical enterprises are fuelling a wave of ‘conscious consumption’, see Doing Good, Social Responsibility Trends, Retail: The Eco-Ethical Upsell and Activist Attitudes