January 21, 2011
As part of its ongoing strategy to reward its affluent customers, American Express is giving fashion-savvy cardholders access to Mercedes-Benz Fashion Week via The American Express Skybox, an invitation-only VIP lounge overlooking the event.
Yes, you heard right. The American Express Skybox is a chic VIP hideaway to a once-in-a-lifetime fashion experience, letting affluent consumers see what is going on under the tents at Lincoln Center. Attendees can join Skybox Host Kate Nobelius and mingle with a who’s who in the industry, while gaining expert tips and insights from some of fashion’s leading voices.
“Now more than ever, our cardmembers value sharing memorable moments with family and friends tied to the things they love,” said Jessica Igoe, vice president of global sponsorship and marketing at American Express, New York. “At American Express, we know and understand our cardmembers’ passion points and strive to offer unique experiences that bring them closer to these points in ways unlike ever before.
“We became involved because fashion is something that our cardmembers are passionate about, and because the fashion industry is important to our business,” she said. “Each year, we continue to evolve and continue to offer access and experiences that excite our cardmembers, bring them closer to the things they love and create lasting memories.”
Skybox Report
For cardmembers that cannot make it to the Skybox, but are still yearning to be in-the-know, American Express will connect them with the season’s best Skybox moments through a first-ever multimedia offering.
Beginning Feb. 10, cardholders can visit http://www.amexskyboxreport.com and get insights into what they have been missing.
Cardholders can see what is happening in the exclusive lounge high above the runway, with content that offers an inside-look at some of fashion’s biggest names.
Features of the Skybox Report will include video clips of designers, stylists, interviews with fashionable celebrities, slideshows of some of the best Skybox looks and a glimpse behind the scenes at some of New York’s hottest boutiques.
Additionally, American Express will be holding Twitter contests daily, offering winners access to the Skybox experience.
“For the first time ever, we’re bringing our popular Skybox experience beyond the walls of Lincoln Center and offering these insights to fashion lovers everywhere through our unique American Express Skybox Report,” Ms. Igoe said. “The Report is a new, innovative way to bring this exclusive access we offer in the Skybox to people everywhere through a unique microsite and multimedia experience.
“You’ll see all the best moments, right when they happen including designer interviews, one-on-ones with the hottest celebrities, behind the scenes looks at the boutiques of the moment and more,” she said.
“The American Express Skybox Report is yet another way for American Express to expand our footprint within the fashion industry.”
Service with style
The Skybox lounge will have a digital fashion gallery for consumers to view, featuring memorable moments from the Council of Fashion Designers of America/Vogue Fashion Fund.
The photo installation will display runway looks from past CVFF winners and finalists, highlighting American Express' commitment to supporting emerging designers and the fashion industry.
All proceeds from the sale of Skybox packages will be donated to the CVFF.
This season, American Express will also enhance the Lobby at Mercedes-Benz Fashion Week with new features offering an extra level of service at Lincoln Center.
This season’s Guest Services and Concierge presented by American Express will provide fashion information and a variety of concierge-type offerings.
The Skybox experience is a vantage point for cardmembers to view the shows throughout the week.
In between runway shows, American Express has industry gurus come up into the lounge and meet with cardmembers to talk about all-things fashion. Carmembers can take photos and get an intimate look into the industry that wouldn’t otherwise be possible.
“Through our efforts in providing our cardmembers with access to the best of the fashion world, we are also able to support the industry through our annual $250,000 donation to the CFDA/Vogue Fashion Fund, which supports emerging designers in the fashion community,” Ms. Igoe said.
“In addition, each season we create an exclusive runway show event under the tents at Lincoln Center solely for our cardmembers,” she said. “We know that our cardmembers are passionate about fashion, so we’re continually looking to bring them experiences that are shaped toward these passion points."
Over the past few seasons, American Express has worked with a variety of designers including Diane von Furstenberg, Tory Burch, Phillip Lim and Zac Posen.
Last February, American Express worked with Naomi Campbell on the Fashion for Relief Runway Show for Haiti, which was exclusively a cardmember-only fashion experience.
“This season, we’re beyond thrilled to offer a one-of-a-kind runway event for our cardmembers, which will be announced in the coming days,” Ms. Igoe said.
Final take
A view of Charlotte Ronson's Spring 2011 collection from the American Express Skybox at the Mercedes-Benz fashion show in 2010.
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