Mulberry's teddy bear for charity. http://www.fusedmagazine.com/wp-content/uploads/2011/11/Mulberry_Pudsey-470x513.jpg

I read a very interesting post written by Dr. Isaac Mostovicz about corporate responsibility in the luxury industry on a blog about luxury marketing called “Janus Thinking“. The blog post was titled “Luxury Brands and Charity Partnership“.

The post on charity partnership indicated how Mulberry and other British luxury brands designed limited edition teddy bears that will go auction for BBC Children in Need. I felt that this post was very interesting because the author discussed how companies traditionally viewed the idea of corporate social responsibility as something unnecessary. Moreover, I also find interesting how the British luxury industries viewed that cooperating with charities for children works the best in creating brand identity and corporate responsibility. The author also stated that corporate responsibility works the best as long as the company is not thinking about profits and that the charity and responsibility they are doing is actually to make a change in society. After reading this post, I learned the importance of how luxury industries can cooperate with charities to strengthen their brand identity.

http://www.janusthinking.com/2011/11/luxury-brands-and-charity-partnerships/