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FOR A CAUSE: Chic Outlet Shopping, the Collection of luxury outlet villages by Value Retail, has raised $75,000 for (RED) to help the charity work towards its goal of delivering an AIDS-free generation by 2015.
In February, the outlet villages staged a “(Red) is the new Black” campaign, a celebration of all things red, with experiences including a special (RED) Tea House in partnership with Le Palais des Thés at La Vallée Village near Paris, and an exclusive Lulu Guinness pop-up boutique at Bicester Village, where the designer, famous for her distinctive and witty designs, made a special guest appearance on St. Valentine’s Day.
Shoppers in the villages could show their support of the charity by purchasing a PRODUCT(RED) gift card, tote bag (designed by Helena Christensen), or any item with a PRODUCT(RED) swing tag. A total of 70 percent of the more than 900 boutiques across the collection participated in the campaign, whose contributions included the creation of special window and in-store displays of their collections that represented a visual interpretation of the color red.
“So many thanks to Value Retail and their fashion brand partners for making their ‘(RED) is the new Black’ initiative such an incredible success,” said Deborah Dugan, Chief Executive Officer of (RED). “It’s great to see fashion fans join the fight against AIDS with something as simple as a purchase.”
“Our goal was to leverage the influence of our global platform to raise awareness of this important cause amongst our international shoppers, whom we thank, alongside the brands in the Villages, for their spirited contribution,” said Desirée Bollier, chief executive of Value Retail Management.