Shoes on Sale Revamps Format, Recruits Simpson

NEW YORK – QVC Presents “FFANY Shoes on Sale,” the footwear industry’s signature benefit to fight breast cancer, is mixing things up this year in response to the down economy.

As Shoes on Sale marks its 16th anniversary, the fundraiser is shifting to a cocktail and hors d’oeuvres format, in place of the traditional dinner. The benefit will be held at the Time Warner Center’s Frederick P. Rose Hall, Home of Jazz at Lincoln Center, on Oct. 13 from 6 p.m. to 9 p.m.

Singer Jessica Simpson will be the face of Shoes on Sale’s public service announcements, and the superstar is also confirmed to attend the event. The print ads will appear in the September issues of major fashion magazines, and Simpson will also star in a 30-second TV spot, set to air on major networks and QVC affiliates.

“We are all excited to have Jessica Simpson lead our PSA efforts and are sure she will help make this a banner year,” said Joe Moore, president of FFANY and chairman of the Fashion Footwear Charitable Foundation.

Of the new format, Moore said it is a way to scale back during a challenging year and allow attendees more time to mingle.

“What the industry loves the most is the networking, so we decided to extend the time of the cocktail hour and designer shoe salon,” said Moore. The popular half-price shoe sale will be held on-site, in conjunction with the QVC broadcast, set to run from 7 p.m. to 10 p.m.

Looking ahead, FFANY is planning to return to the dinner format next year, in addition to holding a special concert at the jazz venue.

In 2008, Shoes on Sale raised around $3 million for breast cancer research, which was about $100,000 less than was earned in 2007. “Our goal always is to make that $3 million mark,” said Moore. “We’re doing [the event] different this year, but we hope to achieve [our goal].”

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