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Jessica Simpson and Family Cause a Stir at Belk

Over 1,000 people showed up for the event. The surge in event traffic contributed to a 14 percent increase in overall business at the South Park store.

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SIMPSON GIRLS: A five-months pregnant Jessica Simpson made a personal appearance at Belk at South Park in Charlotte, N.C., last Saturday, drawing crowds from all over the map. She arrived with her sister, Ashlee, and signed autographs and met with customers, several of whom came from as far away as Pennsylvania, Kentucky and Illinois. As the girls did their meet and greet, Jessica’s husband, Eric Johnson, and nearly 11-month old daughter Maxwell roamed the shopping mall.

Over 1,000 people showed up for the event. The surge in event traffic contributed to a 14 percent increase in overall business at the South Park store on Saturday versus a year ago, according to a Jessica Simpson spokeswoman.

The entire Jessica Simpson Collection was showcased, ranging from footwear, fragrance, handbags, jewelry, luggage and sunglasses to swim, intimates, jeanswear, sportswear, dresses and Jessica Simpson Girls, of which Ashlee is co-creative director. With Jessica expecting a boy this summer, her reps hinted that a boy’s wear line is undoubtedly on deck.


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For any $50 purchase, customers got to meet both girls and receive an autograph and gift bag. Ashlee Simpson wore a dress from the spring collection, while Jessica wore a burgundy dress and black blazer from the fall maternity line.

A highlight of the event, which was tied in with Belk’s 125th anniversary, occurred when Maxwell joined the two of them on the podium for a photo opportunity.

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