Good Tidings They Bring

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There’s a new trend taking over the luxury market, and it’s not something you can wear.  Really, it’s not something you can even own.  Alas, this trend comes full circle in the form of something you give.

Top brands such as Lexus, Abercrombie & Kent, Ermenegildo Zegna, Louis Vuitton, Furla, the Four Seasons, and Rolex are among some of the companies using their good name to spread goodwill. Whether in the form of projects, charities, or actual jobs, these companies are showing it’s not all about what you get; it’s also about what you give.

The logic is that the target market for these companies is so involved in charity and community, that it only makes sense to build their image synonymous with these ideals. Lexus is out to help the children on several fronts, Abercrombie & Kent is on Team Mother Nature, conserving and development its destinations, Ermenegildo Zegna supports the cultivation and creation of quality food through Terra Madre and Slow Food, Louis Vuitton raises funds for Orphan Aid Africa, Furla provides young Italian artists the opportunity to showcase their labors, the Four Seasons is trying to cure cancer, and Rolex divvies out scholarships.

So, next time you purchase a shiny new Lexus or a spiffy new Rolex, rest assured that you truly are contributing to the greater good.

Via: Four Seasons Magazine

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