For the second time, Kaplow helped to bring “7th on Sale,” the largest sample sale in New York and on the Web to the masses for our client, eBay. The Council of Fashion Designers of America and Vogue magazine worked to make the massive sample sale a humanitarian event to benefit HIV and AIDS charities. Kaplow’s charge was to ensure event coverage beyond the edges of New York City to drive sample sale shoppers to the online auction.
To publicize this philanthropic collaboration, eBay and Kaplow partnered with the CFDA, Vogue, KCD Worldwide, Kenneth Cole Productions, Marc Jacobs, the M·A·C AIDS Fund, Polo Ralph Lauren and Topshop.”Our major charge has been national and regional media outreach around the sale, which included the gala, New York City public shopping days and the online auction,” said Kaplow Account Executive Jenny Baragary. Kaplow’s 7th on Sale eBay team secured coverage in Family Circle, People, the New York Daily News, the Chicago Tribune, the TODAY Show, Entertainment Tonight and with the Associated Press.
Kaplow and the eBay 7th on Sale Team was a major presence at the star-studded gala that kicked off the event on November 15. eBay Senior Vice President & Chief Marketing Officer Gary Briggs along with Kaplow CEO Liz Kaplow were on hand to reinforce eBay’s involvement and to celebrate the landmark occasion with the event partners. eBay Style Director Constance White interviewed celebrities on the red carpet and mingled with celebrity guests such as Kate Spade, Ashley Olsen, Ralph Lauren, Jennifer Connelly, Naomi Campbell, Serena Williams and many, many others.
More than 30,000 items were up for sale with 5,000 exclusive items available on eBay. 100% of the proceeds benefit HIV and AIDS, and the M·A·C AIDS Fund will match every dollar raised on eBay up to $500,000. The sale kicked off on November 15 with three days of shopping at New York’s 69th Regiment Armory and the launch of the eBay auction which lasts through December 10th. The whole world can bid on items by designers such as Tory Burch, Donna Karan, Michael Kors, Diane von Furstenberg, Dolce & Gabbana, Oscar de la Renta, Calvin Klein and Caroline Herrera. All of these auctions can be viewed here.
At its previous four events, 7th on Sale has raised almost $12 million for the fight against HIV and AIDS. It is hoped that this year’s installment will bring that number up to at least $15 million.