Department store Barneys New York is emphasizing its local roots during this year’s Fashion’s Night Out by donating 10 percent of its proceeds to the National September 11 Memorial and Museum.
This year marks the 10th anniversary of the September 11 terrorist attacks and Barneys will be marking the event during the third annual Fashion’s Night Out in New York Sept. 8. The memorial will open on Sept. 12 at the World Trade Center site in New York's downtown Manhattan district.
“The most effective cause-related marketing initiatives tie in to a product’s business and mission," said Karen Weiner Escalera, president of KWE Partners, Miami.
“The best programs have the promise of hopefulness and a better world because they fund research, improve the environment and create opportunities for the less fortunate,” she said.
Ms. Escalera is not affiliated with Barneys but agreed to comment as a third-party expert.
Barneys declined comment for this article.
New York state of mind
Barneys will be extending its store hours on Sept. 8 from 10 a.m. to 10 p.m.
The retailer will be donating 10 percent of all proceeds from its Madison Avenue flagship store to the September 11 Memorial and Museum.
Additionally, shoppers who cannot make it to New York can shop online at http://www.barneys.com. Barneys will also donate 10 percent of all ecommerce transactions to the memorial.
Previously, Barneys had a much lighter, party-oriented atmosphere for Fashion’s Night Out.
For example, last year the store held a karaoke competition that was led by The Row designers Mary Kate and Ashley Olsen, as well as other games such as musical chairs and ping pong.
A majority of brands are focusing on designer appearances and guest performances to drive consumers in-store Sept. 8.
For example, Bergdorf Goodman will host a special appearance by designer Alexandre Birman.
In addition, Carolina Herrera is offering in-store hair and makeup professionals to create a quick, polished look for browsing consumers.
Also, accessories designer Rebecca Minkoff is teaming up with fashion blogger ManRepeller and retailer Saks Fifth Avenue to host a hair-braiding bar and bag give-away.
Charity begins outside the home
However, Barneys is not the only brand trying to sway the focus of Fashion’s Night Out to a good cause.
A part of the proceeds from the official Fashion’s Night Out tote created by Brahmin will be donated to the New York AIDS Trust in Community Fund (see story).
Bergdorf Goodman will also be honoring New York AIDS Trust in Community Fund by donating the net proceeds of its ticket-sales for the “BG Wheel of Fashion” contest happening in-stores on Sept. 8.
In addition, Revlon and the Mondrain Soho will be selling tickets to an exclusive Fashion’s Night Out event that will benefit the “Look Good, Feel Better” charity that supports women undergoing cancer treatment.
Also, Frette will be partnering with Same Skye for a yet-to-be-announced charity event on Sept. 8.
Many United States-based designers have donated or created charities to benefit the victims of the Sept. 11 attacks.
Most notably is Ralph Lauren, which funded a program geared to helping victims of the attacks called the American Heroes Fund.
The retailer also offered scholarships for children of victims.
“How the program is merchandised and its name also makes a difference,” KWE's Ms. Escalera said. “The chosen charities should resonate with their target market.”
Final Take
Kayla Hutzler, editorial assistant on Luxury Daily, New York