Our employees are passionate about raising money for charity. Each brand works in partnership with its selected charity to raise money through store initiatives, product sales and activities in head office.

Fashion Footprint Charity – HARMONY HOUSE, INDIA

Harmony House was selected to become the second Fashion Footprint Charity last year. It has followed on from our successful three-year partnership with Tender Heart.

For the second year running, we’re supporting our Group charity partner, Harmony House, a non-profit organisation based in Delhi, India. It provides care and education to disadvantaged children and women living in underprivileged communities. We previously supported an Indian charity, Tender Heart also based in the Delhi area.

Our aim is to raise £10,000 annually. We have already helped the charity to double the number of spaces it can offer by opening a second shelter.

Funds have helped to buy classroom furniture and materials, water filters, fridges and cooking equipment, a new library, equipment for sewing classes as well as second-hand computers, supplementary nutrients, monthly food supplies and a medical check-up programme.



Dorothy Perkins has been working with charity Breast Cancer Care for more than a decade, and continued its successful partnership this year. The brand raised over £90,000 for the charity, which aims to provide every person affected by breast cancer with the best treatment, information and support.

A new development this year was to offer customers the opportunity to make a £1 donation at checkout with their purchases in store and online. This was focused on Breast Cancer Awareness Month in October and raised £60,000. Meanwhile, the brand raised just short of £30,000 with the on-going sales of pin badges and in-store donations.

Other activities centred on key calendar dates such as Mother’s Day, Strawberry Teas in July and Pink Fridays throughout October. A Mother’s Day event to win a spa day and hotel stay focused on social media while the other events were promoted via fitting room posters and online order inserts.


Evans supports the Rainbow Trust Children’s Charity and this year raised over £12,000.

The charity supports more than a quarter of the 6,000 families in England who have a child under 18 with a life-threatening or terminal illness. Support includes emotional support, advice and practical help around the home and hospital treatment.

In August Evans asked customers to bring in an old or unloved pair of jeans in exchange for a £10 voucher off new season product. The Evans Denim Exchange will see those jeans donated to the Rainbow Trust, which will either re-sell or recycle them.


Miss Selfridge continues to support the Lavender Trust, a long-standing partnership for the brand.

Employees have donated money raised from running and collections while in stores customers have been encouraged to make £1 donations at point of sale for the Buy It With Love campaign.

Social media has formed a key part of the engagement via text donations, Twitter posts and Facebook messages. Stores have also highlighted involvement via dedicated point of sale material to enhance the call to action.


Outfit raised over £104,000 this year for charity partner Teenage Cancer Trust.

The year kicked off with a Halloween Trick or Treat event in all stores where scratch cards were handed out to customers to encourage donations. The one-day event raised £6,000.

A 10K Santa Dash was held for head office staff in December in London’s Victoria Park, raising over £2,000. A fashion show staged in Liverpool featured some of our own staff as models and raised a further £3,400.

In the run up to Christmas Outfit teamed up with greetings card brand Purple Ronnie to create an official staff card and a series for social media to spread awareness. In February, stores ‘went purple with Ronnie’ selling trolley token key rings and running an in-store incentive to win a hamper.

The summer saw the launch of Shunburn, the TCT’s sun safety campaign. Outfit hosted an event at the Liverpool Speke store where young people from the local cancer unit attended a press call to raise awareness of the sale of Shunburn sunglasses in all stores.


TOPMAN has concentrated its fundraising efforts on two key charity partners this year, raising a total of close to £30,000 for CALM (Campaign Against Living Miserably) and the Fashion Textile Children’s Trust.

CALM is a charity that aims to prevent suicide in young men. By April 2016, the brand hopes to have raised £120,000 that will fund an additional two seats within the charity’s call centre and double the print run of its CALMzine, a quarterly magazine providing advice and support.

The partnership kicked off with a head office event that saw employees buy CALM cards, redeeming their value for snacks and drinks throughout the day. It was such a success that it was repeated in July.

July also marked the official launch of the campaign to the wider business and since then colleagues have run a 10K, climbed Mount Snowdon, hosted pub quizzes and back-of-house bake-offs.

TOPMAN chose CALM because male suicide is the single biggest killer of men aged 20-49 in the UK and accounted for 78% of all suicides in the UK in 2013. CALM aims to provide immediate help; working with others to improve understanding of suicide and what services and policies work best; and by fostering cultural change so that men can talk about issues and get help.


TOPSHOP has worked with two charity partners this year and forged a new relationship with a third. In total the brand raised over £600,000.

The brand has been working with Fashion Targets Breast Cancer for many years and 2014/15 was no exception.

One of the most high profile events during the year was when the brand auctioned off five dresses it made for fashion models attending New York’s famous Met Ball. The dresses – worn by Kendall Jenner, Jourdan Dunn, Chanel Imam, Zoe Kravitz and Toni Garrn – were sold on eBay, garnering huge amounts of publicity for the charity.

In April, TOPSHOP created a specially designed t-shirt for the Fashion Targets Breast Cancer (FTBC) campaign, donating 30% from the sale of each garment. A poster campaign featuring celebrities wearing TOPSHOP helped drive engagement and awareness of the campaign along with in-store and online support. In total it raised over £150,000.

In December 2014, TOPSHOP launched its fourth collection for Key to Freedom. Each collection has expanded the range and this time it included silk dusters, scarves and cosmetic bags in seven prints. It raised just over £66,000. A fifth collection launched just before the end of the reporting year, including scarves, kimonos and cotton weekend bags in eight prints.

The brand hopes that the funds raised via the Key to Freedom collections for the Women’s Interlink Foundation will continue to grow. The Foundation, based in India, provides refuge for women and girls whose lives have been blighted by human trafficking, enforced prostitution and domestic abuse. Part of the project’s aims is to provide the women with practical skills such as sewing.

TOPSHOP secured a new partnership this year with the first activity due to take place in the next reporting year. It will work with the Gynaecological Cancer Fund’s new campaign ‘Lady Garden’, launching a limited edition sweatshirt designed by Simeon Farrar. For every sweatshirt sold, TOPSHOP will donate 30% of the proceeds.


Wallis selected CLIC Sargent to be the brand’s new charity partner from the start of this reporting year. To date it has raised close to £75,000 from a wide range of activities that have included wearing wigs to work, a pub quiz and a staff skydive.

Staff fundraising raised nearly half the total at £30,379 from marathons, bake sales, head shaves and the aforementioned skydive that saw staff from across head office and stores throw themselves out of a plane.

Wigs were the order of the day on May 20th, which is the charity’s chosen day to encourage people to show their support by wearing a wig and donating to help young cancer patients. Even the store’s mannequins got in on the act by donning a wig or two.

Stores have also been selling the charity’s branded pins, which are also available via the brand’s website. Wallis launched its partnership during Childhood Cancer Awareness month with the launch of the pins, a big fundraising push and publicity via social media.

CLIC Sargent is the UK’s leading cancer charity for children and young people and their families. It provides clinical, practical, financial and emotional support to help those affected cope with cancer and get the most out of life.

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