Target Readies Vertical Fashion Show

Target Stores will turn New York City's Rockefeller Center into a vertical catwalk for a p.r.-driven fashion show next week.

Target's July 27 stunt will feature 15 acrobats (in harnesses) walking down nine floors of Rockefeller Center in clothing from Target's fall collection from designers Mossimo, Liz Lange and Isaac Mizrahi, per news reports. A traditional runway on the ground will host another 50 models.

The stunt's been done before. Marshall Field's built an 11-story vertical catwalk down its flagship Chicago store in 2003—back when it was owned by Target Corp. The event touted Field's extensive renovation of its State Street store; it drew 30,000 spectators and earned 120 million gross media impressions.

Target borrows the idea from Marshall Field's
2003 event in Chicago

Seventeen athlete models appeared in five 17-minutes shows wearing designer clothes from Esprit, FCUK and Thomas Pink. A nighttime fashion show led to a shopping party inside the store for 9,000 spectators. A stage across the street hosted a concert by Chicago band Poi Dog Pondering. Agency GMR Marketing, New Berlin, WI, created and executed the event for Marshall Field's.

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