LACOSTE BRINGS AWARENESS TO ENDANGERED SPECIES
Last year, for the first time in its 85-year history, the Lacoste brand sold a line of shirts without its iconic green crocodile. In place of the crocodile, this limited-edition line featured 10 endangered species. Each species logo was limited to the actual number of animals in the wild. For example, there were 30 shirts featuring the vaquita porpoise and 450 featuring the Anegada rock iguana. Money from the sale of each shirt was donated to the conservation society for each corresponding species.
ADIDAS ADDS MOMENTUM TO OCEAN-TRASH EFFORT
Parley for the Oceans and Adidas partnered in 2017 to produce shoes made from recycled ocean plastic waste. Parley collects plastic from beaches as it washes up, turning it into thread, which Adidas then uses to make shoes. In 2017 Adidas produced
1 million pairs of shoes and has a goal of producing 11 million pairs this year, while also introducing the upcycled thread into its clothing line. Euromonitor research indicates that “a plastic-free world is one of its top 10 consumer trends” going into 2019 and also reports that shoppers “are willing to pay more for ecofriendly and recyclable products.”
LIFE HOUSE HOTEL MOVES BEYOND CLASSIC PRICING STRUCTURE
Life House is a new tech-forward hotel chain that recently opened its first location in Miami. Its pricing model is based on an algorithm that uses guest data to determine the appropriate room rate and offer other perks. After booking a room the first time at the standard rate, guests are asked to fill out an extensive questionnaire that covers a variety of personal information from how often they travel and what they order at the hotel bar to how many social media followers they have. To better target promotions to guests, the brand encourages charging things to their rooms in an effort to collect information about what guests do while at the hotel. Mentioning the hotel on social media can trigger a variety of discounts/perks based on their profile. With each stay, Life House is able to refine the guests’ profile to better adjust rates and perks accordingly.