May 19, 2014
Ten Stores Challenge promotional image
Ten British stores have signed up to be hosts for the first Ten Store Challenge, a charity walk through London to benefit Hope and Homes for Children.
To participate, consumers need to walk the entire 6-mile route and have a race passport stamped at each of the participating stores. Department store Fortnum & Mason will kick off the event as the first stop in the walk, providing breakfast to the consumers participating in the fundraiser.
“The Ten Stores Challenge charity event is a perfect fit for Fortnum & Mason, as it combines an important cause with the theater of social shopping, which is in line with the whole Normcore footwear fashion phenomena,” said Ken Morris, principal at Boston Retail Partners, Boston.
“This charity provides two key benefits to the retailers involved," he said. "Enhanced public perception as a company that cares and potential increases in sales from the participants that shop while they walk.
Mr. Morris is not affiliated with Fortnum & Mason but agreed to comment as an industry expert.
Fortnum & Mason did not respond by press deadline.
Retail for a cause
Hope and Homes for Children is an international charity that works to get all children out of institutional care.
The cover of Hope and Homes for Children's annual report
The charity’s Ten Store Challenge will take place on June 1, International Children’s Day. It is publicized as a walk for those who “prefer retail to running.”
Participants must raise at least $841 and pay a $142 registration fee. To successfully complete the challenge, they have to get a book stamped by each of the stores along the route.
Promotional image for Ten Stores Challenge
Consumers do not have to shop, but if something strikes their fancy, store staff will help them make their purchase.
The race will begin at Fortnum & Mason, where after the starting pistol fires, participants will be welcomed to a breakfast hosted by British television presenter and journalist Claudia Winkleman. The meal of Champagne and canapés will be prepared by British chef Angela Hartnett.
Fortnum & Mason announced its participation on social media.
Facebook post from Fortnum & Mason
Following Fortnum & Mason, walkers will visit fine jeweler Annoushka, shoe label Kurt Geiger, accessories brand Anya Hindmarch, perfumer Miller Harris, retailer Liberty London, home décor store Heal’s, paint maker Farrow & Ball and a pop-up shop of fashion from University of the Arts London. The final stop will be department store Selfridges.
All of the stores will be providing exclusive treats and experiences.
On the dedicated Web site for the challenge, a video of the sponsors and host stores gives the brands face time.
Main attraction
By becoming a key location on a charity initiative, brands can help raise their foot traffic while supporting a good cause.
Trump International Hotel & Tower New York at Central Park joined in on the fun of Fabergé’s expansive Big Egg Hunt that recently overtook the five boroughs with a family-friendly package for Easter.
Fabergé’s charity initiative placed 275 decorative egg sculptures throughout New York with three of the eggs housed on-site at the Trump International. As consumers searched the city for the mobile application-enhanced eggs, Trump benefited from having exclusive designs that generated more foot traffic as locals and tourists aimed to find as many eggs as possible (see story).
A charity event that simultaneously allows a brand to show off merchandise to an interested audience achieves multiple goals.
During Architectural Digest’s Home Design Show, a number of brands took the opportunity to align themselves with a cause.
Barneys New York, Roche Bobois, Ralph Lauren Home, Diane von Furstenberg and Calvin Klein participated in Design Industries Foundation Fighting AIDS’ Dining By Design event, for which they each created a design installation. For these brands, this event balanced philanthropy with the opportunity to have an artistic display at a large home interior show (see story).
This will likewise boost Fortnum & Mason's corporate social responsibility.
“This event is a terrific opportunity for retailers to not only impress the participants with their charitable kindness," Mr. Morris said. "It is also a great way to demonstrate their superior customer service that will compel consumers to return and shop at the stores.
"Fortnum & Mason's participation in this event also aligns them with the other luxury brands involved," he said.
Final Take
Sarah Jones, editorial assistant on Luxury Daily, New York
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