NEW YORK, N.Y. (August 2008) – The luxury brand market has exploded over the past decade with the re-styling of prestigious brands like Gucci, Chloé, Burberry and Louis Vuitton. The rapid growth makes it easy for people to begin to define a lifestyle around luxury brands—to accumulate brands as an emblematic display of a chosen lifestyle. Modern marketing terminology calls it creating a “consumption constellation”. Handbags, scarves, sunglasses, T-shirts, shoes, watches, and luggage are all items that can facilitate the process.

There are clear examples of the expanding relationship between luxury corporate branding and conscious marketing. This fundraising season, Evidence, A Dance Company (EDC), will present their 5th annual fundraiser, “On Our Toes” in the Hamptons. The upscale event is held each year in the Hamptons and is considered one of the premier cultural events of the season. The elegant outdoor cocktail reception, dance performance, and “Dancing with the Dancers” (post event party), will be held on Saturday, August 23rd, 2008 at Nova’s Ark at 60 Millstone Road in Bridgehampton, New York. TV personality Renee Syler will serve as mistress of ceremonies.

Many top luxury brands have aligned themselves with this exclusive fundraising benefit; sponsorships include: HSBC Premier, Booz Allen Hamilton, 10 Cane Rum, Tiffany & Co., Sony OLED, Pfizer, Bloomberg and a host of others. “On Our Toes” in the Hamptons was founded by Susan Taylor of Essence Magazine and Reginald Van Lee (EDC’s Board Chair). Dawn Gibson-Brehon, Executive Director of EDC, says, “we are excited that Tiffany & Co. has embraced our event, it’s important that we partnered with the right brand that supports our goals and the sensibilities of the dance company,” she continues, “because we have a large percentage of black business leaders, corporate executives and CEO’s attending this event, it makes sense that luxury brands are embracing us.” The event serves as one of the few African American cultural events that occur annually in the Hamptons. The event attracts over 200 affluent supporters, which include noted celebrities, philanthropists, industry influencers, corporate executives and CEO’s.

“It’s not nearly enough for companies to just write the big checks… consumers expect companies to support the arts and social issues in a believable way.” According to Carol Cone, leading expert of philanthropy and giving. “Companies must now identify the issues that have the most relevance for both target stakeholders and their business. In addition, their social issue programs must be authentic, sustainable, transparent, and well-communicated."

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