September 1, 2011
Both consumers and brands can expect high amounts of traffic in addition to innovative and interesting displays, exhibits and performances in this year’s Fashion’s Night Out Sept. 8.
Now in 250 cities around the world, Fashion’s Night Out is combining out-of-home, mobile and digital advertising -- all designed to draw consumers in-store. New initiatives in this year’s Fashion’s Night Out include a contest with Polyvore, a new mobile application and online shopping.
“Brands should expect a high amount of traffic, and we are expecting really interesting displays and exhibits throughout the night,” said Susan Portnoy, Fashion’s Night Out spokesperson for Condé Nast, New York.
“Consumers should expect to have a fabulous time and hopefully come home with some new merchandise,” she said.
Lively styling
The most unique Fashion’s Night Out-themed initiative this year was the collaboration with Polyvore.
The fashion community allowed consumers to make collages every week with a different theme to be judged including “Fall wardrobe essentials,” “What to wear on FNO” and “Dress a style icon for Fashion Week.”
Vogue published its favorite set every day and posted it on its Web site at http://www.vogue.com.
Furthermore, actress Blake Lively, designer Alexander Wang and Vogue creative director Grace Coddington judged two sets each week and picked their two favorites.
FNO Polyvore collage
Consumers will be able to vote on the six potential winners Sept. 6 and the winner will be flown to New York, tour the Vogue closet and spend time at a Vogue fashion shoot.
“Fashion’s Night Out retailers have a special sub-site on Polyvore, which gets unbelievable traffic,” Ms. Portnoy said.
In addition to the Polyvore collaboration, Condé Nast released the first Fashion’s Night Out app, which allows greater visibility for luxury brands and lets consumers find stores and special deals during the event.
Also, for the first time, consumers are able to shop online for Fashion’s Night Out apparel and accessories on the night of the event.
Boys and toys
Fashion’s Night Out has a huge social media presence, both on the Vogue Facebook and Twitter and on its own special social media outlets.
Luxury brands are benefitting from the traffic to Fashion’s Night Out sites, but are also creating buzz of their own.
For instance, online luxury retailer Net-A-Porter is taking an active role in Fashion’s Night Out with pop-up digital displays in New York and London (see story).
Additionally, consumers are able to browse through Fashion’s Night Out apparel which includes shirts, hats and the official Fashion’s Night Out tote designed by Brahmin (see story).
Retailers are having special events, such as department store Bergdorf Goodman hosting designer Oscar de la Renta as he signs limited-edition “Face of Fashion” fall kaleidoscope palettes.
Furthermore, Kiehl's will be hosting former Backstreet Boys bandmember AJ McLean as he hosts a karaoke contest at the brand's flagship store.
Fashion’s Night Out is being promoted via social media, but also through bench kiosks, billboards, banners and public service announcements with the cast of the television show, "Glee."
Luxury brands may benefit from interest from all kinds of consumers at this type of event.
This includes aspirational consumers who may not be able to afford luxury couture, but possibly cosmetics or fragrances.
Furthermore, these aspirational consumers may not be able to afford luxury goods right now, but could in the future.
“Luxury brands have the ability to bring in varying types of consumer who can find, within their product skews, something that is right for them,” Ms. Portnoy said. “If this is a brand that has multiple levels of lines, then they can bring in all types of consumers, whether or not they are affluent.”
Final Take
Rachel Lamb, associate reporter on Luxury Daily, New York
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