Italian linens brand Frette is increasing its philanthropy portfolio through a partnership with Dancers Responding to AIDS, a Broadway Cares program.
On Sept. 16 - 17, Frette will donate a portion of its proceeds to Dancers Responding to AIDS as a way to show its support for an important issue. High-end brands that assist charitable organizations can earn the respect of consumers.
“One of Frette's major initiatives is to build the philanthropic arm to our business,” said Filippo Arnaboldi, vice president of Frette, New York.
“We are looking to charities that share similar brand values," he said. “Throughout the year we do a few charitable events such as designing a table at Design Industries Foundation Fighting AIDS, and sponsoring Kips Bay Boys & Girls Club.
“We share a very similar customer profile [with Dancers Responding to AIDS]."
Dancing on the bed
To celebrate Frette’s charitable initiative with Dancers Responding to AIDS, the brand is hosting a private event on Sept. 16 at its Manhattan flagship on Madison Avenue.
The event coincides with the two-day donation period where the brand will donate ten percent of the day’s profits to the Dancers Responding to AIDS.
Sales generated in-store and through the brand’s ecommerce Web site will be donated.
Frette bedding
Dancers Responding to AIDS was founded in 1991 by former dancers of the Paul Taylor Dance Company, Denise Roberts Hurlin and Hernando Cortez.
Their organization relies on the compassion and efforts of the performing arts community to support a network of social services for those in need.
Frette hosts the event along with Mr. Cortez and DRA’s committee members and notable guests, choreographers Kyle Abraham and Tom Gold, fashion designer Peter Som and Ballet Hispanic art director Eduardo Vilaro among others.
The night’s event features an exclusive performance choreographed by choreographer Wendy Seyb inside the store.
Madison Avenue store
The exclusive dance performance is likely to appeal both to the brand’s guests present at the event and supporters of Dancers Responding to AIDS.
Frette promoted its charity partnership with DRA through two email blasts sent to its consumer database encouraging brand enthusiasts to shop during those two days as well as an in-store window display promoting the partnership.
Brand support
Brands have the ability to help those in need by making issues known to their audience.
For example, Marc Jacobs Intl. is renewing its commitment to the battle against HIV/AIDS through the creation of T-shirts, the profits of which go towards Aid for AIDS International.
This is Marc Jacobs’ second year creating these T-shirts for the foundation, the first round of which were very popular, according to AFAI. Marc Jacobs is just one of the brands that creates products that go towards helping to bolster labels’ corporate social responsibility efforts (see story).
Additionally, high-end watchmaker and retailer Tourneau created two timepieces to support the Red Campaign’s fight against AIDS and chose digital to spread its charitable message to consumers.
The Red Campaign watches that are available in U.S. stores as of yesterday are variations of the brand’s TNY timepieces with black-and-red faces. Fifteen percent of proceeds from watch sales are donated to The Global Fund to fight AIDS, tuberculosis and malaria in Ghana, Lesotho, Rwanda, Swaziland, South Africa and Zambia in Africa (see story).
Partnering with a charity that targets a cause important to a brand's consumers can generate brand loyalists.
"Frette is not only a magnificent luxury brand but the company is committed to supporting the arts as well as those organizations we serve, said Denise Roberts Hurlin, founding director of Dancers Responding to AIDS, New York.
"It has been a joy collaborating with Frette, Ms. Roberts Hurlin said.
"Everyone in the company thinks the idea of creating dance in their flag ship store is exciting as well as understanding the goal is to make sure money is raised for those we serve."
Final Take
Jen King, editorial assistant on Luxury Daily, New York