Max Value Fashion had launched a Ramadan specific CSR initiative through its Care Collection. The fashion brand believes that ‘as a fashion brand, providing clothes for those who really need them is the strongest connection we can forge’. Under this, Max partnered with Dubai Cares in the UAE, to raise money to clothe children refugees.
The Max Care Collection was launched in UAE, Oman, Bahrain & Qatar with the support of local NGO’s Dubai Cares in UAE, Qatar Charity, Bahrain Red Crescent & Association of Early Intervention for children with Special Needs in Oman. In total, the CSR initiative was launched in 46 stores.
The Care Collection is essentially an invisible range of clothing. Through specially branded cutouts of items of clothing, customers purchased coupons, each amounting to a different value. “The insight was based on that “Children are the unseen victims of war”.They suffer and are deprived of basic necessities like clothing, food and shelter. And here was an opportunity for Max to reach out to the needy and provide for,” commented Ramanathan Hariharan, CEO, Max.
The campaign ended on the day of Eid and Max was successful in raising AED 262,000. “The response was really positive. Consumers like the creativity behind the campaign because it wasn’t your typical donation box on the cashier initiative. We personalized the campaign and we told a story that consumers could relate to,” added Mr Hariharan.
