The Event Professional’s Guide to Fashion’s Night Out: 8 Experiential Efforts to Check Out [NEW YORK]
Posted by thizzfacedisco on December 20, 2011
With the participation of more than 1,000 retailers packing their stores with games, prizes, celebrity appearances, and social media contests, Fashion's Night Out is not only a massive shopping initiative, but a platform for creative experiential marketing concepts. Conceived and organized by Vogue, the Council of Fashion Designers of America, and NYC & Company in 2009, the consumer-focused effort was born out of the recession and designed to boost flagging sales. So rather than offer discounts, stores devise alternate ways to get the crowds to shop. And it's more than just free food and drink: Since its inception, Fashion's Night Out has seen knitting circles and a petting zoo of live goats at Barneys, Gant models showering in the windows of its Fifth Avenue store, outdoor fashion shows from Teen Vogue, and a tailgate-style installation by Tommy Hilfiger in the pedestrian plaza outside Macy's. This year will be no different, and the promotions are already shaping up to be the most innovative yet.
For event professionals looking to shop for smart new marketing ideas, here's a guide to some of the highlights on tap Thursday, September 8:
1. Bloomingdale's
Building on last year's initiative, which promoted HBO show Boardwalk Empire with a 1920s-themed window display, the Midtown department store has teamed up with NBC to showcase fall entertainment and fashion. The partnership will bring to life four of the network's new TV series—The Playboy Club, Prime Suspect, Up All Night, and Whitney—with actors in elaborate sets created in the store windows. Moreover, through an augmented reality-enabled mobile app, the cross-promotion will allow consumers to snap a photo of themselves with stars from the shows and enter to win a walk-on role in The Playboy Club, a ,000 shopping spree, and a trip to Los Angeles for a set visit. (1000 Third Ave.)
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