Mercedes Benz
Fashion Week Exclusive
Fashion's Night Out:
A Truly Memorable Night
by Ian L.
Fashion Week Exclusive
Fashion's Night Out:
A Truly Memorable Night
by Ian L.
No one was sure what to expect at the first (and possibly not the last) Fashion"s Night Out. The global shopping event that coincides with Mercedes Benz New York Fashion Week was created for the sole purpose of returning a sense of passion and excitement for shopping to a wary, cautious and recessionary minded consumer. Over seven hundred stores in New York alone opened 1 to 2 hours later and nearly every store offered incentives or special events and parties.
After covering a show at the Bryant Park tents, I walk around 5th Avenue and Madison to see what the smaller boutiques were up to before making a stop at a major retailer. There was a buzz in the air, an energy like at the start of a concert or play. As the time grew closer to when events and parties were about to begin, the energy grew stronger. People gathered at their destinations with cameras in hand eager for the fun to begin.
After covering a show at the Bryant Park tents, I walk around 5th Avenue and Madison to see what the smaller boutiques were up to before making a stop at a major retailer. There was a buzz in the air, an energy like at the start of a concert or play. As the time grew closer to when events and parties were about to begin, the energy grew stronger. People gathered at their destinations with cameras in hand eager for the fun to begin.
Designer Isabel Toledo (right) and artist Ruben Toledo (center) pose with Barneys Creative Director Simon Doonan (left) and a fan during a singing of Isabel Toledo's new book at Barneys for Fashion' Night Out.
But were they shopping? In the major retailers that I visited which included Saks Fifth Avenue, Henri Bendel, Bergdorf Goodman and Barneys, there was indeed shopping. Certain areas were busier than others. Accessories, cosmetics and shoes had tons of traffic. Clothing had good traffic but not overwhelming. Furniture and housewares had little to no activity.
What did surprisingly well were retailers that offered something unique or exclusive such as a book signing. At Barneys for instance, one could get books signed by Amanda Brooks and Isabel Toledo. I couldn't pass up the opportunity to have a book signed by Isabel Toledo especially when her husband, Ruben Toledo made personal illustrations on the opening page. That's something that won't happen often and Isabel's book "Fashion from the Inside Out" is now one of my prized possessions.
It's hard to say how the smaller luxury retailers fared but their traffic was certainly higher. I would say that the best winners in terms of sales for Fashion's Night Out were the retailers that offered parties and visiting celebrities which in turn drew in large crowds. We really won't know of course until the final numbers come in.
Can Fashion's Night Out be considered a success? That's hard to say. I don't believe the overall sales will rival that of post Thanksgiving but people were excited to shop again, in fact they were thrilled. It's much easier to spend when you're in a good mood and if Fashion's Night Out accomplished anything, it made people feel great about shopping again.
Will there be another Fashion's Night Out? There certainly are plans for it so chances are better than average. There will be changes I believe. There'll be measures in place to help manage the large crowds eager to see celebrities and designers. There should also be more exclusive items available at full prices to help make extra sales. Retailers will be eager to use what they've learned to help find ways to increase sales further.
In the end, Fashion's Night Out was a night out for the people. It was a chance for the average consumer and fan to stand (literally) shoulder to shoulder with the designers, models and celebrities that they've often admired. For those of us lucky enough to be part of the experience, the first Fashion's Night Out was a truly memorable night.
To learn more about Fashion's Night Out, please visit:
www.fashionsnightout.com
What did surprisingly well were retailers that offered something unique or exclusive such as a book signing. At Barneys for instance, one could get books signed by Amanda Brooks and Isabel Toledo. I couldn't pass up the opportunity to have a book signed by Isabel Toledo especially when her husband, Ruben Toledo made personal illustrations on the opening page. That's something that won't happen often and Isabel's book "Fashion from the Inside Out" is now one of my prized possessions.
It's hard to say how the smaller luxury retailers fared but their traffic was certainly higher. I would say that the best winners in terms of sales for Fashion's Night Out were the retailers that offered parties and visiting celebrities which in turn drew in large crowds. We really won't know of course until the final numbers come in.
Can Fashion's Night Out be considered a success? That's hard to say. I don't believe the overall sales will rival that of post Thanksgiving but people were excited to shop again, in fact they were thrilled. It's much easier to spend when you're in a good mood and if Fashion's Night Out accomplished anything, it made people feel great about shopping again.
Will there be another Fashion's Night Out? There certainly are plans for it so chances are better than average. There will be changes I believe. There'll be measures in place to help manage the large crowds eager to see celebrities and designers. There should also be more exclusive items available at full prices to help make extra sales. Retailers will be eager to use what they've learned to help find ways to increase sales further.
In the end, Fashion's Night Out was a night out for the people. It was a chance for the average consumer and fan to stand (literally) shoulder to shoulder with the designers, models and celebrities that they've often admired. For those of us lucky enough to be part of the experience, the first Fashion's Night Out was a truly memorable night.
To learn more about Fashion's Night Out, please visit:
www.fashionsnightout.com
More Photos from Fashion's Night Out in NYC at various Locations
