Missoni seats consumers front row through charity auction

Italian fashion house Missoni is hosting an online charity auction for tickets to its next fashion show.

Consumers can bid to win “first class seats” at the brand’s summer 2015 menswear show, which will be held on June 22. As fans feel more a part of fashion shows due to social media, this will allow one pair of consumers the opportunity to get a closer look at a brand they follow digitally.

"Fashion shows used to be trade shows exclusively for buyers and editors, but they have become a huge draw for fashion enthusiasts around the world," said Jordan Phillips, New York-based author of “The Lure of Luxe.”

"This is a great charity item because so many people want access to the shows now," she said.

Ms. Phillips is not affiliated with Missoni but agreed to comment as an industry expert.

Missoni did not respond by press deadline.

Front row seat
Missoni invited consumers to bid through its Facebook and Twitter accounts. In its posts, the brand asked consumers if they wanted to sit with celebrities in the front row of its show.

Facebook post from Missoni

Included in the posts was a link to Missoni’s page on CharityStars, a startup social network for celebrities to raise money for causes.

At the top of the page is a countdown clock, showing the amount of time before the auction ends on June 12.

Missoni page on CharityStars

A slideshow to the left of the page shows two images from a previous Missoni runway show, giving consumers an idea of what the event they are bidding on will look like.

The winning bidder will be attending Missoni’s show in Milan with a second guest. Missoni will provide a car and driver from Uber, who will take the pair to the show and then wait to take them anywhere they want following the presentation, up to a $68 credit. This works as a cross-promotion for Uber, since the consumer will need to download the driving service’s mobile application.

When a consumer goes to bid, they are told the money will support buying desks and chairs for the De Nobili Matriculation School through Onlus Mariana. The school, established in India in 1992, aims to give its 850 students living in nearby slums an education.

De Nobili Matriculation School

As of press time, with about six days left in the auction, the bidding had risen to about $409.00. The winner will be notified via email once the auction ends.

Bidding for a cause
Charity auctions provide brands an opportunity to both interact with consumers and give back.

For instance, precision-cut crystal maker Swarovski celebrated the thirteenth year of its partnership with the Council of Fashion Designers of America Awards with a charitable auction.

Swarovski enlisted the nine designers nominated for a Swarovski Award for Emerging Talent to design an item to be auctioned online to benefit Free Arts NYC. Hosting this auction allowed Swarovski to celebrate a unique milestone while also showcasing its support of the fashion and art worlds (see story).

Also, Italian fashion house Fendi celebrated the upcoming opening of its New Bond Street store in London with a charity auction of celebrity-designed handbags.

For Fendi’s Peekaboo Project, 10 personalities with ties to London designed personalized versions of its Peekaboo bag, which were be auctioned online on the brand’s Web site beginning May 1 to benefit Kids Company. Aligning with a local charity allowed Fendi to connect with its newest community (see story).

Missoni will likely see two-fold benefits from this auction.

"I think this offer will be well received because it's for charity and it would definitely look good on Instagram," Ms. Phillips said.

Final Take
Sarah Jones, editorial assistant on Luxury Daily, New York