How Brands Add CSR Elements to Offline Activities to Enhance Brand Image

pop-up has been a huge investment with little success. Increasing experiential facilities can shorten the distance between the brand and consumers and improve customer satisfaction but it acts as a double-edged sword. If consumers find pop-up stores boring, the impression of dull could be potentially developed as a label on the whole brand.

The positioning and image of the event can easily indirectly affect consumers' impression of the brand.

2.3 The combination of CSR and offline activities CSR activities such as offline charitable donations and public benefit practices (such as environmental protection and animal protection activities) usually bring about a lot of attention and participation, increase the trust of media and audiences in the content, and generate positive comments on the event organizers (Tian, et al. 2014).

The Victoria and Albert Museum in London has put on an exhibition called "Fashioned from Nature," a reminder to preserve the environment, The exhibits include Vivienne Westwood's handbag series "Handmade with love" made of recycled materials, Katherine Hamnett's Slogan T-shirt creation which advocates reducing energy consumption, and so on, which fully embodies fashion innovation (Cyndi, 2018). In addition, the V&A was praised by several media outlets, including the Evening Standard fashion editor Karen Dacre, who called the exhibition "about to change everything". The show also won two awards: the creative green creative programming award and the Walpole group's luxury and the heart award (Cyndi, 2018). During the exhibition, the V&A museum held one of the most watched hearings on sustainability ever, making parliamentary history. The combination of CSR and fashion-related exhibitions has been well received (Lesger, 2019).

Offline CSR activities are conducive to the communication between consumers and enterprises, increase goodwill, and positively affect brand reputation (Kim and Ji, 2017).

Consumers' participation in the offline two-way interaction of corporate social responsibility activities can create emotional stimulation between enterprises and consumers and improve the trust and satisfaction of enterprises (Lauritsen and Perks, 2015).

Previously, some of LVMH's business practices, such as its hostile bids for Gucci and Hermes, had turned off consumers, therefore, in the past and in the future, LVMH has frequently used social responsibility activities to rebuild its brand image (The Fashion Law, 2018). According to the social responsibility report published by LVMH every year, LVMH has offline social responsibility activities every month to help the society 10