Coles Appeal raises funds for Fitted for Work through a national in-store donation campaign

Coles launched its annual International Women’s Day campaign today under the Coles Appeal. The initiative aims to support vulnerable women entering the workforce. It follows new research commissioned by Fitted for Work.

The research shows that 34% of Australians are likely to look for a new job in 2026. Three-quarters of those planning a move worry about their physical appearance before interviews. Women reported higher concern levels than men, at 72% compared to 64 percent.

In addition, over half of Australian women spend between 30 and 60 minutes preparing for interviews. By comparison, 33% of men spend that amount of time. Furthermore, households with children under 18 spend 45% more on interview preparation costs.

Parents reported average costs of $76.72. Those without children reported $48.67. These expenses include clothing, hair and grooming.

As a result, Coles has partnered again with Fitted for Work to raise funds nationally. From today until Tuesday, 3rd March 2026, Coles will donate 10 cents from every eligible product sold in-store and online. The donation applies to women’s beauty, personal care, apparel and vitamin products. It is capped at $500,000.

From 4th March to 10th March 2026, Coles will also donate 10 cents from every Smith St Flowers product sold. This second donation is capped at $20,000.

Fitted for Work Managing Director Donna de Zwart said funds raised will help empower Australian women to be work-ready.

“We’re thrilled to partner with Coles again to ensure women experiencing disadvantage have the support they need to become job-ready and achieve long-term financial security,” she said.

“Right now, many women are facing the sharp end of rising living costs and ongoing economic pressures. More and more are turning to us for help, and we are determined to meet them with the tools and support they need to thrive. As we mark our 20th anniversary, we’re calling on every Coles customer to get behind us by simply buying a participating product at Coles.”

Support services and outcomes

Fitted for Work provides tailored services and programs. These include clothing capsules, personal outfitting and interview preparation workshops. It also delivers resumé writing support. Consequently, the organisation focuses on building confidence and employment readiness.

Over the past 20 years, Fitted for Work has supported more than 48,000 women. One participant, 56-year-old Josie Cohen, accessed the service six years ago. At the time, she was financially and emotionally vulnerable.

She received a clothing capsule, personal outfitting and resumé writing support. She now works full-time and plans to build a career in hospitality.

“When I connected with Fitted for Work, I had been in and out of work for a few years and was emotionally and financially vulnerable. I felt very ashamed and embarrassed that I needed help and my self-esteem was at an all-time low,” she said.

“But as soon as I walked in (to Fitted for Work), they made me feel like part of a family. They guided me and gave me hope with their compassion and patience. Before going to Fitted for Work, I never had anyone show me how to dress and what to wear to work. I left with a big smile and carried the energy and confidence into my job interview.”

“To this day, I still use the clothes they gave me and every time I go to the closet, I feel confident again. But it’s more than just the clothes. Fitted for Work gave me hope.”

Coles Chief Commercial and Sustainability Officer Anna Croft said the partnership reflects broader gender equity efforts.

“At Coles, we’re taking meaningful steps to advance gender equity across our business, with gender pay parity of less than 1% and over 42% of women in leadership roles. Partnerships with organisations like Fitted for Work help us empower more women to thrive, both in their working lives and as leaders in their communities.”

Meanwhile, Liquorland supports Fitted for Work year-round through its Libertas wine range. It donates 50 cents from every bottle sold. Varieties include Prosecco, Sauvignon Blanc, Rosé, Pinot Noir and Limoncello Spritz. All are exclusive to Liquorland.