The power of hubris: Should Bonds' charity have begun at home?

grazia

A Bonds charity singlet emblazoned with “The Power of Humanity” Red Cross slogan and launched a week ago in collaboration with ACP's Grazia to raise $50,000 towards the Victorian Bushfires Appeal, may come back to haunt the intimate apparel giant in the wake of this week’s news that Bonds’ Pacific Brands parent plans to axe 1850 jobs. And notably of course, following today’s revelations that PacBrands executives gave themselves 170percent pay hikes in 2008, with remuneration for the company’s 13 directors more than doubling from $7million to $15.5 million – a move that has been branded "obscene" and a "corporate crime".

The $25 singlet was apparently initiated by Grazia, with product and services donated by Bonds and Wazzup Screenprinting.

Two thousand singlets were made, with half distributed through General Pants.

In its February 16 edition, Grazia encouraged readers to buy the “exclusive and strictly limited edition” feelgood merchandise, devoting a corner of its front cover to a shot of Bonds ambassador Sarah Murdoch in the garment:


grazia via GWAS

On February 18, Australian fashion media-specialist blogger Erica Bartle criticised the initiative on her Girl With a Satchel blog.

Noted Bartle:

“Grazia is well-meaning, no doubt, but I can't help but feel its fashionification of this unfortunate event borders on being tacky… I can't help but feel I'm being served a tabloid Big Mac with a charitable, calorie-free side salad”.

On Wednesday this week – prior to the retrenchments announcement by Pacific Brands – Bartle (an ACP contributor) posted an apology to Grazia, saying that she had had a change of heart.

The post prompted a barrage of commentary from readers (including this journalist), many of whom thought that Bartle had gotten it right the first time.

In the comments on Bartle's latest post, one anonymous poster claims that the photograph of Murdoch in the slogan-emblazoned singlet was a retouched version of an earlier image from the January 2008 edition of ACP stablemate, Harpers Bazaar.

While this remains to be seen, the singlet and image appear to have been organised with the blessing of Murdoch, who released the following statement to Grazia for the February 16 edition:

“The Power of Humanity has been well and truly witnessed with so many Australians banding together to support those devastated by the fires. Every dollar raised from the sale of these Chesty singlets will go to Australian Red Cross to continue that support. Thank you.”

You have to wonder just how Murdoch is feeling about her ongoing Bonds ambassadorial role today.

Black Saturday - the retail response

With 173 lives lost at time of writing in the terrible aftermath of Black Saturday, this country’s worst bushfire disaster – and that figure predicted, unfortunately, to rise – I have not felt much inclined towards posting about fashion (focussing more on Twitter). It is nevertheless heartening to see the outpouring of generosity in response to this tragedy which in two days has helped raise $30million – not including corporate and government donations. And notably, the response from the sector closest to this blog – retail. Pictured above is the design for a special Black Saturday Bushfire Appeal T-shirt which has been created by Australian e-tailer REMO, 100percent of net proceeds from which will go to the Red Cross Victorian Bushfire Appeal Fund, in addition to 10percent of all net REMO merchandise sales from today until midnight AEST Wednesday 18 February. After some trenchant criticism of the original design, which included a sad face and small flame over VIC (the flame being one of REMO's best-known T-shirt logos), REMO founder Remo Giuffre, who is en route back to Oz after attending the TED conference in California, settled for this plainer graphic.

The original REMO Black Saturday T-shirt design:



Wrote Dave Lord from Loganholme on the REMO website:

"TACKY! TACKY! TACKY!!!!
This is not an opportunity for SELF PROMOTION! You've lost me.... I won't be back"

While Gavin Jowitt from Sydney noted:

"Sorry, but I find this particularly bad taste. This is not a merchandising or marketing opportunity! Asking customers to donate directly to the Red Cross Appeal would be a far more appropriate response rather than celebrating it on a T-Shirt."

And Sarah from West Preston:

"The Black Saturday T-shirt design would have been somewhat more poignant with out the sad face.... it just makes it a little tacky."

According to Carolyne Thornton however:

"I don't think it's in bad taste, it is a way of showing support for those victims and whenever you wear the t-shirt will remind yourself and others of the support these victims need. It is no different than attending a football game whose proceeds go to the same benefit."

"Maybe we were wrong" conceded Giuffre in one of his responses, adding separately:

"tend to agree ... removed smile and flame ... that's what happens when you mix exhaustion and alcohol with the designomatic"

Bettina Liano, meanwhile, has donated 1000 garments to the Salvation Army.

Other donations from much bigger retail players include:

Woolworths ($1million)
Westfield ($1million)
Kmart ($100,000 to the Salvation Army and $500 Kmart vouchers to families which have lost homes)
David Jones ($500,000 donation of DJs gift cards, in addition to the profit from all 37 DJs stores on Thursday 12th February).
Myer (will match customer contributions up to $500,000)
Coles (all profits from Coles 750 national stores on Friday 13th February)

At a time when retail was already doing it tough, bravo.