Can a three-week project in a London shopping centre help change national attitudes to charity shopping and be replicated elsewhere? The charity shop that popped up in West London's plush Westfield shopping centre last month was no average charity shop. In addition to a consistent flow of designer label stock - some brand new, some donated by fashionistas - and sporadic appearances from celebrity volunteers, the 'living and giving' shop counted Louis Vuitton, Mulberry and Dior among its neighbours. And its prestigious location may well prove to be a major benefit to the sector as a whole, but more on that later. The project was the brainchild of Mary Portas who is keen for charity retailers to become a regular port of call for shoppers. Save The Children provided a manager and the majority of volunteers and will take 80 per cent of the profits, with x and Trees for Cities splitting the remainder. And the response has been phenomenal. Unprecedented results In the first hour takings hit £8,000 and after ten days profits hit £60,000, beating the original £50,000 overall target which was quickly upped to £100,000. Volunteers included staff from across Save The Children including the legal team, corporate team, overseas programmes and directors, as well as journalists from Grazia magazine which has acted as project partner and helped kept the momentum going through printed stories and online articles, in addition to an online community who were blogging and twittering throughout. Each day the shop was open a different theme was introduced to promote stock, and the majority of items were tagged with a label which, as well as the price, included a tailored message about the garment - either where it had come from "donated by Edina Ronay" or fashion advice "layer with white vest" which made the whole experience feel more fashion-focused. Although those ideas can, and perhaps should, be replicated in charity shops across the UK the consistently high quality of stock donated may seem out of reach for regular retailers. Of course, not everyone can expect Mulberry to drop off 30 brand new pairs of shoes every so often, earning £180 a pair. Donate don't dump campaign But the Association of Charity Shops plans to take on Portas' idea of "D Day - donate don't dump", featured on her BBC show, where staff at large companies are all encouraged to take valuable items to work with them on a certain days for volunteers to collect. Head of policy and public affairs David Moir explained: "Charity shops are seeing an increase in footfall, they are seeing an increase in sales. As Mary Portas points out right at the start, the real problem now is the quantity and quality of donations. They have fallen off a cliff and are causing major concerns across a large chunk of the sector. "I think the real contribution that the series has made is the d day, donate don't dump initiate. That initiative has been passed to us to continue and to roll out across the whole sector so we have already set up a web page and will be promoting this whole idea of donating at work. "There has been a huge increase in recent years in the amount of new clothing that has been bought and we know a proportion of that is going to charity shops - around 250,000 tonnes. But there are millions and millions of garments sitting in the national wardrobe doing nothing. They are not being worn and they are not being passed on. That is where donate don't dump comes in. "I think it is a brilliant idea and a brilliant initiative combined with neutral buying. The mindset should be that if you buy something new you donate something old. That is something that we also want to start promoting. How we do that is a matter of detail we haven't quite worked out yet." The other huge opportunity is for charity retailers to become frequent visitors, if not permanent fixtures, in shopping centres which have until now shied away from the idea. Bosses at Westfield are reportedly "delighted" with the project and although no decision has been made about if or when the project could be repeated, they are apparently feeling "much more positive" about allowing charity retailers to become part of Westfield in the future. And it is hoped that others centres across the UK will have seen the success and be keen to replicate it for themselves. Save the Children's head of retail Jayne Cartwright said: "I don't want this to be a one-off. We are already talking about what next, and where next." Watch this space.