Fashion’s Night Out Creates a Hubbub
Night Out proved that one way to get shoppers back into stores
is to throw a party. Coordinated events in stores across major
cities offered entertainment, plenty of champagne and hors d’oeuvres,
as well the chance to mingle with celebrities, models and designers.
publicity around the event naturally came from the celebrities.
In the New York region, Donna Karan and the Olsen twins were at
Bergdorf Goodman, Justin Timberlake at Saks, Gwen Stefani at Bloomingdale’s,
Charlize Theron at Dior and Kate Hudson at Stella McCartney.
the events, which marked
the start of Fashion Week, drew
Tiffany, a DJ and Vogue editors
offered styling assistance. At Henri Bendel, women lined up to
have red lips drawn on by Gucci Westman, Revlon’s global artistic
cast of the musical, Hair, performed at the Macy’s in Queens. Lord & Taylor
offered a chance to win tickets
to Fashion Week, VH1 Save The Music Diva Concert, a New York Yankees
or Giants game, Broadway show, shopping spree and spa package.
Barneys New York, t-shirts were being hand-painted by artists from
the denim label Loomstate on the first floor, hand massages were
being offered to women on the beauty floor, salsa lessons at Juan
Carlos Obando’s space on the third floor, and the designer Thom
Browne met fans on the fourth floor.
editor Anna Wintour, the brainchild of the event, herself made
an appearance at the Macy’s in Queens as a gesture to show that
holding shopping parties during a recession wasn’t “elitist.”
Wintour told The
New York Times, “It’s
bigger than our wildest dreams. We’re just hoping that our global
fashion stimulus package works.”
Burke, of Robert Burke Associates, a luxury consulting company,
told Reuters on
Friday that the event succeeded in its goal of bringing people
people bought last night or they didn’t, they are going to see
things they hadn’t seen in the past and go back and buy, so I think
the residual effects of last night will last for the whole season,” said
some, however, the biggest accomplishment was that the night brought
back the “fun” of shopping.
has been so flat. The party element hasn’t been there,” said Terri
Coleman, partner in the brand Tuccia, told The
Associated Press. “This
gives them a reason to have fun.”
event also featured a Fashion’s Night Out charity T-shirt to benefit
the National September 11 Memorial and Museum and the New York
City AIDS Fund that could be autographed by celebrities. Terry
Lundgren chief executive of Macy’s, told the Times that
the chain had sold more than half its 6,000 T-shirts, for $30 apiece,
by 5 p.m.
impact on sales was undetermined with a percentage donated to charities.
But Mr. Lundgren felt that sales on Thursday night would at least
cover the expense of keeping eight Macy’s stores nationwide open
late for the promotion.
Questions: What did you think of Fashion’s Night Out? What
impact might it have on consumers’ attitudes or on sales? Do you
agree that “the residual effects … will last for the whole
Night Out brings out crowds – Reuters
a Stimulus Package for Clothing Retailer – The
New York Times
meet shoppers in Fashion’s Night Out – The Associated