Showing Their Stripes
Imagine more than 100 fashion designers, all wearing the s ame T-shirt. They showed up Tuesday in white ones printed with heart-shaped flags to kick off an initiative to get shoppers, many of whom have been staying home since Sept. 11, back into stores.
The Council of Fashion Designers of America and Vogue magazine launched “Fashion for America” in New York with Mayor Rudolph W. Giuliani. The initiative includes an advertising campaign starring model Carolyn Murphy and actress Julianne Moore, in-store appearances by Donna Karan, Tommy Hilfiger and others, and T-shirts designed by Peter Arnell, whose advertising firm has represented the city’s fire and police departments.
The initiative’s timing is crucial as retailers recently reported the weakest September results in decades and as the all-important holiday shopping season is about to begin.
“Our mission is to revive our city and our nation,” said Stan Herman, president of the fashion council. “We have to reignite the engine of our economy.”
The press conference was held at Bryant Park, where designers were in the middle of staging their spring 2002 runway shows at tents when the World Trade Center was attacked.
Net proceeds from the shirt (suggested retail: $22.50) will be donated to the Twin Towers Fund. Retailers also have been asked to contribute to the fund based on their sales from Nov. 23, the day after Thanksgiving and traditionally one of the biggest shopping days of the year.
Giuliani reiterated his mantra that the best way to recover from the attacks--emotionally and financially--is to try to live as close to a normal life as possible.
“People died so you can exercise your freedom, so don’t stay at home and hide.”
Fashion is New York City’s second-largest industry. Macy’s at Herald Square is the third-most popular tourist destination.
Fashion for America also targets other “shopping” cities such as Los Angeles, San Francisco, Dallas, Chicago and Bal Harbour, Fla. The shirts will be available online, at https://style.com, or at stores such as Macy’s, Neiman Marcus and Nordstrom beginning Nov. 1.
“Imagine being able to support your country by doing something you love: shopping,” Karan said.
The holiday season counts for up to 45% of a store’s yearly profits and sales, according to Kurt Barnard, president of Barnard’s Retail Trend Report.
But it will take more than designer autographs to lure customers back into designer boutiques and high-end retailers, Barnard said. “People will buy what they need, not impulse purchases, not extravagant purchases.”
He predicted this holiday season will be modestly better than 2000, “but that’s not great because last year was so weak.”
He added: “The lion’s share of the increase will be captured by discount stores and moderately priced stores.”
The Fashion for America T-shirt, however, probably will prove popular, Barnard said. “For charity, people will do a lot, but a $20 T-shirt isn’t necessarily going to translate into a $500 designer blouse purchase.”
