2.3 The combination of CSR and offline activities

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 satisfactionbut 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

and different people (LVMH, 2017). Among them, Louis VuittonFoundationin Paris shows LVMH's commitment to the preservation of cultural heritage. This artmuseum displays the works of many French and overseas artists of the 20th and 21st centuries in the collection of the Louis Vuitton foundation. It is the first major privately funded cultural institution in France, and ownership of the museum will return to the government after 55 years. According to Bloomberg BusinessWeek, the building makes a positive contribution to cultural heritage. Since its opening in October 2014, the LV museum has become a new landmark in Paris and one of the most well-known museums of luxury brands (Peng, 2014). According to Statista Research Department, Louis Vuitton Foundation received more than 1.4 million tourists in 2017. Meanwhile, in 2017, the Louis Vuitton Foundation held an exhibition named Être Moderne : Le MoMa à Paris, which was the most visited exhibition in Paris that year (Statista Research Department, 2019). The establishment of the Louis Vuitton museum was favoured by the media and the local government (Peng, 2014).

LVMH is also very concerned about environmental protection. LVMH has carried out offline environmental protection activities and contributed to the sustainable development of the wine industry. In 2015, its champagne house was awarded the dual certification of sustainable viticulture and high environmental value. In 2016, 90 grape growers benefited from sustainable viticulture training (Ireland, 2017).

Women make up almost three-quarters of LVMH's workforce, but in 2007 they made up just 23 per cent of senior executives. In 2009, LVMH launched "EllesVMH" to increase the number of female leaders. Within a decade, LVMH has increased the proportion of senior executives who are women to 42 per cent, while ensuring equal opportunities, and aims to reach 50 per cent by 2020. According to BoF Team (2015), companies that exclude women from leadership positions exclude talents that can give them competitive advantages. "EllesVMH" initiated by LVMH has played a leading role in how to cultivate and promote female leaders in the fashion industry. In 2018, LVMH again invited 6,000 women and children from single-parent families to attend acclimatation day in Paris, providing them with professional and social support to overcome employment difficulties (LVMH, 2018).

Moreover, Offline CSR activities can strengthen the communication between brands and consumers and stimulate consumers' willingness to consume (Camarero, et al. 2011). Marni launched a new colour scheme for Marni's hand-woven charity basket at Marni MARKET CAFE pop-up store in Taikoo li, Chengdu, China. All proceeds from the pop-up will be donated to help disadvantaged children in the Milan community. On the first day of the pop-up store's opening, Marni charity basket was rushed. Many