Olsen Europe: Cause-related marketing

Since 1997, Olsen Europe has worked with Plan to create livelihood projects for artisan women in Vietnam and India. The result is the “Friendship Collection,” a clothing line that showcases the women’s work and provides them with a skill and much-needed source of income that is helping improve their lives and the lives of their children.

The motif of the “Friendship Collection” is the old Asian sign for “double happiness.” The symbol is embroidered onto the cuffs of blouses, scarves, cardigans and kimono pullovers as well as soft leather handbags that are sold in Olsen Europe stores across Canada.

Because of this initiative, these women can now provide for their families, open up their own bank accounts, manage their own money, provide for their family and receive health care.

Olsen Europe supports a Women’s Empowerment Project in India