Yoox introduces Earth Day comms initiative

YOOX, a Milan-based Internet retail platform for a number of luxury fashion brands, as well as its own e-retailer Yoox.com, is launching a green initiative on...

YOOX, a Milan-based Internet retail platform for a number of luxury fashion brands, as well as its own e-retailer Yoox.com, is launching a green initiative on – wait for it... – Earth Day. The “Yooxygen” campaign includes a microsite featured on Yoox.com which will sell limited edition eco-friendly fashion, design, jewelry, and music, including products by influential fashion icons via Leny, an eco-brand that aims to fund Al Gore’s eco association, The Climate Project.

What’s unique about this initiative is a) the name Yooxygen, b) eco-friendly shipping, and c) the overarching green corporate initiative which aims to position YOOX as an eco-friendly company. The company, working with C&M Media, is promoting the internal effort via traditional media relations in conjunction with the Yooxygen consumer initiative. Corporate activities include educating employees on the separation of waste and recycling; introducing a car share program; and adopting renewable energy at the Milan-based office.

So while the green movement may be dying on the consumer front, there may still be effective ways to leverage the trend as part of a corporate comms strategy.

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