“Step Up For Fashion On Madison”

Paul Morelli Boutique – Photos Ernest Shmatolla

Madison Avenue’s annual event celebrating the return to fall fashion and shopping – is back with a new initiative, “Step Up For Fashion On Madison.” Organized by the Madison Avenue B.I.D., the Saturday, Sept. 21 edition, 10 percent of sales from 30 participating stores on Madison Avenue between East 57th and East 86th Street will benefit the CFDA Scholarship Fund. This event promotes local businesses and helps support future fashion designers’ education.

Model on platform

“Step Up For Fashion On Madison” offers a diverse range of experiences. Some retailers sponsored a “platform style show,” replete with models standing on small outdoor platforms previewing the fall offerings and in-store shopping events.

These platform-style shows were held in front of participating stores at 1 p.m., 2 p.m., and 3 p.m. Shoppers enjoyed refreshments at in-store shopping events and viewed the fall 2024 collections, creating an exciting and engaging atmosphere.

Carolina Herrera boutique – Photo courtesy Madison B.I.D.

It was such a lovely day that I decided to walk down Madison Avenue from 86th Street to 59th Street and see how this “Step Up For Fashion On Madison” worked. After stopping in about half a dozen boutiques and speaking to some models, doorkeepers, and managers, I asked if the models standing outside the boutiques attracted more store traffic and sales.

Bogner Boutique

The answer was pretty much the same everywhere. The “educated guess” of those I asked said store traffic increased 5-10%. One boutique owner said she got one new customer who made her day — while others lamented only sales from established clients.

Delcore Boutique

Some models were more enthusiastic than others standing outside the boutiques. Those ladies who were more friendly to the passing parade attracted more people to go inside, while other models stood unresponsive and bored.

St. John Boutique

While the event successfully raised money for the CFDA Scholarship Fund, it’s important to note that using models on platforms will likely not become a familiar marketing trend. Several managers shared the thought that their regular clients would not be keen on seeing them standing in the doorway.

Thus providing you with some perspective on the event’s impact.

Latest Comments:

  9. as always, Marilyn is right on time ….. terrific piece ….. and thank you for the inspiring photos of deRibes,…

  10. Our comments section is back online again! We would love to hear from you.

Ernest

Publisher

Ernest Schmatolla is publisher of Lookonline since 1994. It is the longest running fashion site on the Internet.

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