Charlottesville residents: unless you watch ‘Project Runway’ regularly, you may not have known that Belk is sponsoring the current season of the show! The Charlottesville Belk store at Fashion Square Mall is one of the crown jewels of this regional department store chain. As Meryl Poster, executive producer of ‘Project Runway’ stated, “We’re very pleased to have Belk as our retail partner. The way they carefully curate their collection is a perfect fit for the show, not only for our designers [. . .] but also for our fashion-conscious viewers at home” (WWD, 07/03/13, p.11). If you live in Charlottesville and have never shopped at the Belk store, you would be incredibly impressed with all the quality brands it offers.
The Charlottesville Belk store is actually two anchors within Fashion Square Mall: 129,000 square feet at a former Leggett location (taken over in 1997) and 60,000 square feet at the former Stone and Thomas location (taken over in 1999). One anchor is used for menswear and homewares, with the other compromised of women and children’s apparel and accessories. One of the benefits to Belk, Inc., sponsoring this new season of ‘Project Runway’ is national exposure. While their stores are only located in the South, Belk has an extensive online presence. Their tagline of ‘Modern. Southern. Style.’ has already been frequently uttered by Tim Gunn as he reminds the designers to use the Belk accessories wall that features “more than 200 looks” (WWD, 07/03/13, p.11). As seen from the show, the accessories wall features options in every taste, perfect to pair and finish off any look the designers create.
Women’s Wear Daily wrote up the sponsorship news in their Wednesday, July 3 issue (p. 11). However, in the article they stated that the new season “begins in September.” This information was incorrect as the show premiered on Lifetime on Thursday, July 18. Numbers for this season have been acceptable, with an average viewership of around 2 million people.
To continue promotion of the Belk/Project Runway partnership, Belk’s Facebook page is running a giveaway where one can enter to win tickets to the ‘Project Runway’ finale taping or items from their accessories wall (awarded as $2,500 in Belk gift cards). The giveaway includes an instant contest to win “one of 200 Belk gift cards,” which is occurring with each entry received. This contest ends October 25 at midnight.
Are you enjoying this twelfth season of ‘Project Runway’?