The Empty Shop
Charity brands might take some succour and innovation from BRMalls, who in partnership with the Social Solidarity Fund of the State of São Paulo, opened The Empty Shop in the Villa Lobos mall in São Paulo. The pop-up store was laid out like a normal store – with mannequins, cabinets and shelves – yet it was empty. It filled up as visitors’ donations of clothing were received throughout the day. At the end of each day, donations were removed and given away so the store could reopen with clear shelves the following morning.
82% of consumers in Latin America believe that companies should be involved in improving people’s well-being and quality of life, yet only 46% think brands work hard to do so. (Havas, July 2013)