Fashion’s Night Out, the shopping initiative driven by Vogue editor-in-chief Anna Wintour, returns as a bigger event next month, extending to 250 US cities. But there seems to be a sharper focus on industry stars — including designers, red carpet experts, and makeup artists — instead of the Hollywood celebrities who grabbed headlines the past two years.
The event aims to draw consumers into stores on one night during the all-important fall retail season by making shopping an exciting, interactive experience with how-to sessions, music, refreshments and glimpses of insider glamour.
This year’s event is Sept. 8, with New York still clearly its home base, but many national retailers and mall operators joining in: For example, stylists will be at select Nordstrom stores, and Neiman Marcus has special events planned at more than two dozen locations.
Photo: Bloomberg
And for people who don’t live in the US, Shopbop.com is streaming footage of its fashion gurus visiting stores.
The buzz, however, will likely still come from Manhattan, where Michael Kors plans to stand in the window at Bergdorf Goodman, Rachel Zoe will visit Bloomingdale’s to debut her new collection and model Coco Rocha will talk up the Karl Lagerfeld line at Macy’s Herald Square. Georgina Chapman and Keren Craig of Marchesa are among the judges of Bergdorf’s best-in-show dog contest, and Lloyd Boston gives you “seven ways to wear it” at Lord & Taylor.
At Saks Fifth Avenue’s flagship, shoppers can have their photo snapped with Stella McCartney models and have it loaded to Facebook, and Yigal Azrouel is partnering with surf brand Sundeck to “surf” on simulators in the store.
Photo: Bloomberg
The New York Jets Flight Crew Cheerleaders will be signing their 2012 calendar at Lord & Taylor.
It’s not quite Naomi Campbell dancing in the streets — which she did last year in front of Dolce & Gabbana — but as Fashion’s Night Out looks to become an annual appointment on the fall fashion calendar, there is a shift toward directing people to new merchandise and makeovers instead of jamming stores to get an autograph.
The inaugural Fashion’s Night Out was held in 2009 as a way to restart sales after a disastrous year, especially at the luxury stores the recession hit very hard. ShopperTrak, an independent reporter of consumer traffic, estimates that night saw a 50 percent jump in retail foot traffic.
Photo: Bloomberg
There is also a designated fund-raising Fashion’s Night Out collection, including a graphic T-shirt modeled on the Web site by Karlie Kloss and photographed by Craig McDean. Hundreds of stores will have Fashion’s Night Out items that send 40 percent of proceeds to benefit The New York City AIDS Fund in the New York Community Trust. Meanwhile, Barneys New York announced it will donate 10 percent of sales from its Fifth Avenue store, as well as Barneys.com, to the National September 11 Memorial and Museum.
Photo: Bloomberg
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