July 11, 2014
Mandarin Oriental, Paris
Mandarin Oriental, Paris is enhancing Vogue's Fashion Night Out in Paris Sept. 16 to burnish its fashion credentials.
Mandarin Oriental consistently aligns itself with top brands and hosts shopping events to target fashionistas planning excursions. This latest partnership with Vogue magazine will further associate the brand with the high-end fashion experience that discerning consumers look for when traveling.
"Mandarin Oriental, Paris is so connected to fashion that it was obvious to take part in the most important fashion event of the year in the district, after the fashion week," said Guillaume Chapalain, public relations manager at Mandarin Oriental, Paris, Paris.
"The style, the design of the hotel, its location in the most fashionable street in Paris, make our hotel a delightful place for all the fashionistas," he said.
Shopping through the night
Vogue began its Fashion Night Out in 2009, as a way to motivate wary shoppers during a time of economic stagnation. The first promotion of the event ran on the September 2009 cover of Vogue: "Fashion Night's Out: A Global Shopping Spree (And You're Invited)."
Last year the event spread to more than 18 countries and spawned 4,500 events.
In New York, the president of the Council of Fashion Designers of America, Stephen Kolb, told WWD that he thought the events brought excitement back to shopping.
The Fashion Night Out Paris edition promotes itself as more exclusive than the festival atmosphere that arose in New York. Although it is billed as invitation-only, the invitations extend to readers of the magazine. Shoppers not in attendance are encouraged to follow along on social media with the #VFNO hashtag.
Guests will shop along the Rue Saint-Honoré, Rue du Faubourg Saint-Honoré, Rue Royale and Place de la Madeleine.
Mandarin Oriental, Paris is located on rue Saint-Honoré
Brands participating in the event generally host concerts, personalized make-up tutorials and other activities to create a fun environment.
More details about this year's event will appear as the date draws near. Similar to previous years, a supplement in an upcoming issue will likely outline all relevant information including the program of events, the limited-editions and exclusives and activities.
A dedicated microsite still showcases last year's event.
Vogue Paris' cover for the 2013 event
Mandarin Oriental, Paris will act as a gathering space for shoppers during the night. The property's bar will offer fashion-inspired cocktails and tapas.
For instance, the "Purple Lace" cocktail features Champagne, violet liqueur, cranberry juice, lemon juice and vodka, and the Organic Red Lipstick tapa is a mix of organic and seasonal red fruits.
Hotel guests will also receive exclusive invites to participating brands and fashion invites.
Ultimately, the property aims to inspire shoppers to make an extended trip out of the night.
Weaving fashion
Brands such as Mandarin Oriental that consistently promote offers around a common theme will eventually become identified with that theme. A chief goal of the hotel brand is to become more closely affiliated with the fashion world.
Mandarin Oriental, Paris exteneded the hotel chain’s global shopping partnerships with high-end retailer Printemps Haussman to achieve continuity for its fashion-oriented consumers.
The J’aime la MOde package catered to global travelers and arrived just in time for the Chinese New Year. Shopping experiences are becoming essential for luxury hotels that try to anticipate the full range of consumer desires when traveling (see story).
Also, the brand revived its partnership with footwear label Jimmy Choo with an afternoon tea series through February at its Munich, Germany, property.
The fashion afternoon tea was inspired by Jimmy Choo’s cruise 2014 collection and each attending guest received a Jimmy Choo Flash fragrance surprise. By extending the relationship to additional Mandarin hotels, the brand was able to convey a global continuity among its properties (see story).
"Vogue has always promoted elegance and modernity, that are common grounds with Mandarin Oriental, Paris," Mr. Chapalain said.
Final Take
Joe McCarthy, editorial assistant on Luxury Daily, New York
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