Background: Increasing globalization has changed the business environment and also resulted in increased awareness of the consumers and demand for higher standards of social responsibility. The companies brand strategies has gain in importance in order to strengthen their brands. A part of a company's CSR, CRM, cause-related marketing, which is a relatively new marketing strategy and created when companies choose to partner with charities and market it. Garment/clothing industry has as many others come to be shaped by the effects of globalization, but has also endured heavy criticism over the years. This criticism is largely because of the outside world's reaction to the exploitation of developing countries. Two companies in this industry; Lindex and H&M, have both embraced the formerly strong criticism and decided to take advantage of consumers' demand and requirements in a more responsible enterprise, using two different shapes of CRM collaborations. Purpose: The purpose of this study is to consider first whether CRM is an appropriate way to pursue social responsibility and to strengthen brands, in an earlier criticized industry. Furthermore, the study aims to investigate the design of CRM, which thus is most positive for brands in terms of how consumers' awareness, perceived quality, brand associations and loyalty, are affected by CRM. Method: To answer the purpose of the study, the authors have assumed a triangulation consisting of questionnaires and semi-structured interviews. Conclusion: The study confirmed that a partnership with a well-known and established partner is most favorable in order to successfully build and enhance their brand equity in a criticized industry. This created an increased awareness and positive associations with the brand. Lindex had succeeded better than H&M when they collaborate with the Pink Ribbon as previously known and H&M collaborates with a self-created foundation. Consumers believe that social responsibility involves more than just engage in charity, therefore CRM was not alone an appropriate way for brands to create quality or loyalty.