Values in action: How retailers and brands are making a difference in this crisis

Values in action: How retailers and brands are making a difference in this crisis
Posted by Attraqt | 14 April 2020

We are proud to share how some of our friends in the retail community are innovating and transforming in order to offer support to millions around them.

The retail industry has never seen more challenging times. We at Attraqt are fortunate to be part of an incredible community of retailers & brands and have remained constant in our firm commitment to do everything we can to support our customers and our teams.

Despite the challenges the industry faces, we are also inspired and encouraged by the number of brands that have taken the initiative to support communities in multiple ways.

This pandemic has accelerated action that supports the values that we have seen the retail industry start to adopt in recent years. Values that include empathy, sustainability and community support. Now it has more meaning than ever. At this time, acts of compassion and community provide inspiration and underline the power of individuals and businesses to make an actual difference. For brands, this is also an immense opportunity to engage with consumers and reflect their true purpose and value.

We are proud to share how some of our friends in the retail community have risen above their own challenges and are innovating and transforming in order to offer support to millions around them.

Burberry has announced it will use its supply chains and facilities to manufacture hospital gowns and masks for the NHS, supply funding to the University of Oxford’s vaccine research, and make a contribution to several charities combating food poverty. The fashion brand has fast-tracked the supply of more than 100,000 face masks to the NHS, using its factory in Yorkshire (usually used to craft Burberry’s trademark trench coats) to manufacture both gowns and masks.

Kingfisher has donated £1 million of protective medical equipment to health services. The home & DIY retail group has donated five trucks of protective eyewear and masks worth over £200,000 to the NHS emergency hub in the Midlands, UK. The retail group has also ordered further £3 million facemasks from suppliers in China and Israel that will be available toward the end of April, either for donation to health authorities in the UK, France, Poland and Romania, or to equip store and distribution centre staff.

Kurt Geiger CEO Neil Clifford has given up his salary for a year to help the business through the COVID-19 Coronavirus crisis, and the footwear retailer has also announced that once their stores reopen, NHS workers will receive a 50% discount in all stores for a year. The footwear retailer also asked its 2500-strong in-store workforce to help support their local communities whilst they are off work and receiving full pay. It has also worked with Age UK who have launched a neighbourly volunteering scheme and has asked all of its employees to spend some of the time they are not working, to volunteer with Age UK in their local communities.


La Perla, a luxury Italian lingerie brand, has donated 10,000 masks from Hong Kong to the Municipality of Bologna to support the Covid-19 relief efforts. The donation will see the masks distributed to employees of the Municipality of Bologna, the Asp Città di Bologna, and for home care workers and elderly residential homes.

PrettyLittleThing CEO and Founder Umar Kamani, has pledged to donate his March salary to help support small businesses who are struggling during the pandemic. Using the hashtag #PrettyLittleWishes, Kamani has also been using his Twitter account to donate sizeable contributions to the PrettyLittleThing community, including donations to NHS workers who are struggling financially.

PVH Corp, a fashion group, whose portfolio includes brands Calvin Klein and Tommy Hilfiger, has donated $1 million toward Covid-19 relief, including a $100,000 donation to the Covid-19 Solidarity Response Fund. It has also made a two million RMB (around $275,000) donation to the Chinese Society of the Red Cross and a $50,000 contribution to A Common Thread, a Covid-19 relief fund launched last week by the Council of Fashion Designers of America and Vogue. Additional efforts by the company include shipping over two million units of Personal Protective Equipment such as gowns, masks and to the Montefiore Health System in New York; offering grants to corporate, retail and warehouse associates in the US impacted by the pandemic through its Associate Relief Fund and donating products in the US and Netherlands to support frontline healthcare workers.


Selfridges has donated over 1,600 Easter Eggs to Heroes+, a charity that aids NHS staff with access to food supplies and other essentials, to thank NHS and frontline workers for everything they are doing. The retailer has put in place partnerships with Marks & Spencer Marble Arch and The London Clinic, providing both services with 24-hour access to their car park in London. This is used by medical staff and essential workers, with The London Clinic taking on urgent cancer cases from the NHS to provide support for patients who require immediate care. In addition, Selfridges also donated stock from their Foodhall that would have otherwise gone to waste to various food banks and food sharing schemes across Manchester, Birmingham and London.

The VF Corporation and its portfolio of brands that include likes of Timberland and Vans, has partnered with The VF Foundation to initiate a two-for-one community match campaign, up to $500,000. All VF employees and consumers of its brands have been invited to contribute via the company’s giving page. Money raised through the community challenge grant will go to GlobalGiving, the grant-making partner of The VF Foundation. GlobalGiving helps ensure The VF Foundation strategically supports organizations that are addressing the greatest community needs.

Waitrose and John Lewis have launched a £1 million community support fund to create additional delivery services, as well as delivering essential items to care homes and community groups and donating products to vulnerable people. The John Lewis Partnership announced that its Waitrose shops will set aside a proportion of hard-to-find items exclusively for NHS staff. They are also donating items such as pillows, phone chargers, eye masks and hand cream, as well as 50,000 Easter treats, to hospitals on the frontline of the pandemic.

Zadig & Voltaire, a French fashion brand, have joined the fight against the coronavirus in France by donating 20% of its online sales from its newest collection to the Foundation Hospitals of Paris – Hospitals of France. In the US, Zadig & Voltaire has pledged to donate 10% of sales to the American Red Cross.

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