A social giving back philosophy is helping drive sales for emerging teen underwear brand Taylor + Rani, which gives a pair of knickers for every pair sold and a monetary donation for every bra sold to charities that help girls in poverty around the world. Taylor + Rani today announces the brand is launching in Barkers Northallerton, the brand’s third department store – Jersey-based department store de Gruchy sold out of its entire stock of Taylor + Rani within a month, whilst Ballantynes department store in New Zealand are also re-ordering the range.
Taylor + Rani founder, textile designer Isobel Barclay, believes it is the brand’s unique ‘sisterhood’ approach and social ‘buy one, give one’ impact which gives Taylor + Rani added appeal for young women, who are becoming increasingly aware of the impact puberty can have on some girls’ educations and lifestyle. “The rise of social media has directly influenced the way young people shop,” says Isobel, who was inspired to launch the brand after seeing the plight of girls in poverty around the world. Although normally associated with developing countries, the issue made headlines in UK news following reports of girls in West Yorkshire missing school because of a lack of access to sanitary protection.
“Young people want to do good, and be seen doing good, so are actively choosing to buy brands that support causes. The whole issue of sanitary protection and poverty was really brought home this month with the news that even in England, young girls are losing out on their education. It’s this sort of thing that makes people look for ways they can help, and we make ‘change-making’ easy – young women can directly help the global sisterhood affordably and fashionably. We make teen girls feel good in more ways than one.”
She adds: “We’re now seeing a lot of enquiries from retailers who want to maximise the growing teen market. Due to a high demand for late orders, we have extended our books closing until end of April for this season’s stock, with delivery in July just in time for the key Summer holiday and back-to-school. At our busiest selling period, it’s a good time for retailers to invest Taylor + Rani.”