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Brief Published: 13 Jul 2017

Retailers Capitalise on LGBTQ Pride Celebrations

Topshop Oxford Circus

Channelling the growing value of adopting a more socially active brand stance (see Amazon Unveils Ethical Initiatives, Retailers Tap Socially Aware Talent and Brands Take a Stand), several retailers embraced the LGBTQ Pride celebrations held globally throughout June and July.

Equal rights for the LGBTQ community are a particularly important issue for young people. In a recent YouGov survey (UK), 48% of Gen Z respondents said they were not exclusively heterosexual. 

  • Levi’s: Coinciding with Pride marches in Berlin, Madrid and Amsterdam, Levi’s used its stores in those locations to host HIV-awareness talks alongside Designers Against AIDS – an organisation uniting designers and students on fashion collaborations devised to raise AIDS awareness. Levi’s also hosted a screening of Oscar-winning film Harvey Milk – a biopic of America’s first openly gay elected politician – during the London event.
  • Tesco: At one of its stores along the London march route, UK supermarket Tesco hosted a pop-up bar serving rainbow-inspired cocktails, performances from the London Gay Men’s Chorus, and a ‘Ride for Pride’ bicycle-powered smoothie maker. 
  • New Look & Topshop: British fashion brand New Look distributed free Pride T-shirts at its Oxford Street flagship, while competitor Topshop ran an online competition for the best Pride outfits, and painted rainbows on its windows and pavement (both London). 
  • Wah Nails: Trading on its ongoing activist ethos (see Feminism-Fuelled Retail for more), British nail salon Wah Nails held ‘self-love’ and ‘pride party’ events prior to London Pride, discussing gender and sexuality while providing glitter make-up and nails.

Retail’s Activist Brands publishes August 10. 

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