Geoffrey Beene is playing up its philanthropic side for fall.
The apparel brand in September will unveil a marketing initiative that highlights 100 percent of its net proceeds are donated to charity.
The late Geoffrey Beene, who died of squamous cell carcinoma in 2004 at the age of 80, directed his estate to provide support for cancer research and in 2006, the company established the Geoffrey Beene Cancer Research Center at Memorial Sloan-Kettering Cancer Center. Since then, donations have exceeded $ 144 million.
“We did market research in the spring and found that consumers, from Millennials on up, are interested in companies that give back,” said Merle Sloss, president of licensing for Geoffrey Beene. “And we also found that awareness of Geoffrey Beene’s philanthropic efforts are low. So we hired a new branding and advertising agency to help us with marketing, our logo and advertising to take the brand to the next level.”
That agency, CoolGraySeven, selected Colin Jost, a writer and performer on “Saturday Night Live,” to star in the advertising campaign that will kick off in print, online and outdoor venues at the beginning of September.
Sloss said Jost has “a sense of humor like Mr. Beene had and appeals to a wide spectrum
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WWD » Geoffrey Beene Marketing to Focus on Philanthropy