Chic Outlet Shopping® Announces the Launch of '(RED)™ is the New Black' Campaign and Aims to Raise €100,000 for the Fight to Help Deliver an AIDS-free Generation

LONDON, Feb. 4, 2013 /CNW/ - Chic Outlet Shopping^®, the Collection of luxury outlet Villages by Value Retail, launched its '(RED) Is The New Black' campaign on 1 February, which promises to be a vibrant celebration of all things coloured red for the month of February. Chic Outlet Shopping^® has partnered with (RED) with the goal of raising €100,000 towards the fight to help deliver an AIDS FREE GENERATION by 2015. Founded by Bono and Bobby Shriver, (RED) partners with the world's most iconic brands and organisations to bring millions of people into the global fight against AIDS.

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Visitors to the nine Chic Outlet Shopping^® Villages in Europe will discover (PRODUCT)^REDTM swing tags on carefully selected products from international luxury fashion and lifestyle brands. For every purchase of products marked with the (RED) swing-tag, Chic Outlet Shopping^® will contribute €1 to the Global Fund.

A special edition (PRODUCT)^RED tote bag featuring a design by photographer and humanitarian Helena Christensen will also be exclusively available for sale across the Collection of Chic Outlet Shopping^® Villages until 28th February. The bag will be on sale at the Villages' Welcome and Tourist Information Centres for €10 each, with all profits donated to the Global Fund.

With Chinese New Year and Valentine's Day fast approaching, the Villages' (RED) theme continues; visitors to the nine Chic Outlet Shopping^® Villages will discover a lively programme showcasing the very best promotions and special retail offers. Accessories designer Lulu Guinness will be opening a pop-up boutique at Bicester Village near London inspired by her iconic red-lip handbag. Visitors to La Vallée Village near Paris will discover a special (RED) Tea House in partnership with Le Palais des Thés where guests will be able to enjoy tea tastings against the backdrop of photographs by two celebrated contemporary Chinese photographers, Peikwen Cheng and Lu Yan Peng.  

"During the month of February we are encouraging all of our guests visiting the nine Chic Outlet Shopping^® Villages to purchase (RED) selected products to help us fight for an AIDS free generation. Buying (RED) at the Villages can help save lives."

Desirée Bollier, Chief Executive, Value Retail Management

"We're excited to launch our partnership with Chic Outlet Shopping^® on 1 February.  With Valentine's Day around the corner, it's the perfect time to visit one of the nine participating villages and buy (RED). This is a great way for us to spread the (RED) message across Europe and to engage people in the fight for an AIDS Free Generation."

Deborah Dugan, Chief Executive Officer, (RED)

About (RED)™

(RED) was founded in 2006 by Bono and Bobby Shriver to engage businesses and people in the fight against AIDS.

(RED) partners with the world's most iconic brands who contribute up to 50% of profits from (RED) branded goods and services to the Global Fund. (RED) Proud Partners include: Apple, Starbucks, Converse, The Coca-Cola Company, Beats by Dr. Dre, Belvedere, Bugaboo, Claro, Penfolds, SAP, Telcel and American Express (UK only). (RED) Special Edition partners include: Shazam, Girl Skateboards, Mophie, FEED, Nanda Home, Bottletop, Tourneau, Fatboy USA, HEAD and TOUS.

To date, (RED) has generated $200 million for the Global Fund to fight AIDS, Tuberculosis and Malaria, to support HIV/AIDS grants in Ghana, Lesotho, Rwanda, South Africa, Swaziland and Zambia. 100 percent of that money goes to work on the ground - no overhead is taken. Global Fund grants that (RED) supports have impacted more than 14 million people with prevention, treatment, counseling, HIV testing and care services.

(RED) has led several high-profile initiatives to raise awareness and funds for HIV/AIDS related issues including (PRODUCT)^RED, THE AIDS FREE GENERATION IS DUE IN 2015 campaign and most recently, the (RED)RUSH TO ZERO campaign.

(RED) is a division of The ONE Campaign. Learn more at http://www.joinred.com.

About The Global Fund to Fight AIDS, Tuberculosis and Malaria

The Global Fund is an international financing institution dedicated to attracting and disbursing resources to prevent and treat HIV and AIDS, TB and malaria. The Global Fund promotes partnerships between governments, civil society, the private sector and affected communities, the most effective way to help reach those in need. This innovative approach relies on country ownership and performance-based funding, meaning that people in countries implement their own programmes based on their priorities and the Global Fund provides financing where verifiable results are achieved.

Since its creation in 2002, the Global Fund has approved funding of US$22.9 billion for more than 1,000 programmes in 151 countries. To date, programmes supported by the Global Fund have provided AIDS treatment for 4.2 million people, anti-tuberculosis treatment for 9.7 million people and 310 million insecticide-treated nets for the prevention of malaria. The Global Fund works in close collaboration with other bilateral and multilateral organisations to supplement existing efforts in dealing with the three diseases.

About Chic Outlet Shopping^®

Chic Outlet Shopping^® is the Collection of luxury outlet villages by Value Retail, the only company to specialise exclusively in the development and operation of luxury outlet shopping villages. The Villages offer the authentic previous seasons' collections of leading luxury fashion and lifestyle brands with savings of up to 60%, and sometimes more, on the recommended retail price, all year round. Within easy reach of some of Europe's and China's favourite gateway cities - London, Dublin, Paris, Madrid, Barcelona, Milan, Bologna, Brussels, Antwerp, Cologne, Frankfurt, Munich and, coming soon, Suzhou and Shanghai - the Villages are synonymous with high fashion, superior service and hospitality, a calendar of celebrated events, and exceptional value for money. Located in regions of cultural and historic renown, the Villages have become international tourist destinations in their own right. Value Retail's new venture to bring its distinctive Chic Outlet Shopping^® Villages to China will see its first Village - Suzhou Village™ - located in historic Suzhou, 50 miles west of Shanghai. As with other members of the Collection, Suzhou Village™ will be defined by its offer of international luxury fashion and lifestyle brands, together with an exceptional level of service.

Video: http://www.multivu.com/mnr/58688-chic-outlet-shopping-red-is-the-new-black-campaign

SOURCE: Value Retail PLC

Contact: Maira Genovese , Tel: [phone]