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Jim Gold, president and ceo of Bergdorf Goodman, said, “Fashion’s Night Out generated extraordinary traffic and very meaningful sales. More importantly, during a time of great economic uncertainty, Fashion’s Night Out set a fun, optimistic and energetic tone for the fall season.”
One source said the amount of time to prepare for the second installment will be instrumental in making it a bigger success.
“Last year, the event was pulled off on very short notice,” the source said. “This time, we have a lot of lead time and the ability to strengthen it.”
Like the first installment, Fashion’s Night Out will extend to the city’s five boroughs and beyond, and include international cities such as London, Paris, Milan, Moscow, Berlin, Madrid, Athens, São Paolo, New Delhi, Taipei, Tokyo and Beijing.
Nina Ricci ceo Manuel Puig said he would welcome the opportunity to again take part in Fashion’s Night Out, which was centered on tony Avenue Montaigne in Paris. “It would be good, but it would be best if it weren’t held too close to the Vendange [a wine-tasting event], since these events are similar,” Puig said. “At any rate, Fashion’s Night Out was very good for generating traffic, which was also helped by the warm weather.”
In London, Selfridges marketing director Sally Scott said the night “energized the West End and drove fashion-aware customers to Selfridges, with [Vogue] fashion director Kate Phelan’s limited edition T-shirt selling out in the store.”
A spokeswoman for Harvey Nichols said, “There was a real buzz at the store....We were at a disadvantage of not being in the main area like on Bond Street in the West End, but…we were very pleased with how the evening went and with the sales figures for the night.”
The department store, normally open between 6 and 8 p.m. on a Thursday evening, was up by 5,000 pounds, or $8,190, during that time on last year’s sales figures. From 8 to 11 p.m., the department store made 31,000 pounds, or $50,778 — a total of which 36,000 pounds, or $58,899, can be attributed to Fashion’s Night Out.
Liberty in London also experienced a boost in sales. “Compared to the average takings for a Thursday night, we were 40 percent up,” a Liberty spokeswoman said. “There was a huge increase in [foot traffic] particularly to areas of the store that are usually more sedate, like the international fashion floor. It was really lucrative for us.”
Monica Ferreri, director of communications for Italy’s La Rinascente department stores, called the event “very positive” for Milan.
“I don’t remember ever seeing that many people in the streets and stores that full,” Ferreri said. “There was heavy store traffic, though I have to say that we did not see any extraordinary sales. Surely, the second time around it will have an even greater effect,” she noted.
Stores and shoppers interested to keep up-to-date with news on the night can register at Fashionsnightout.com and follow the event on Facebook.
CFDA’s Kolb said even though the economy is expected to be in recovery by fall 2010, Fashion’s Night Out still serves an important purpose. Once again, the night is scheduled at the start of New York Fashion Week, and the spring shows will run Sept. 9 to 16. “You often talk about fashion week and it being a trade event that isn’t accessible to consumers,” Kolb said. “This gives consumers a way to celebrate fashion in a direct way.”