I am sure all of you have seen the commercials, billboards, advertisements on bustops and the 30 second commercial spots that star Vouge's Anna Wintour and Ashley Olsen. But WHAT is Fashion's Night Out, and did they do a good enough job campaigning to ordinary folks like us?
Fashion's Night Out is an attempt to save the fashion industry in these hard economic times.
In the words of Vera Wang: "If people don't start to shop, people will lose their jobs."
Fashion is the second largest industry in New York City (After Finance, of course) and it brings in over $10 billion a year! (Who knew?I would have guessed tourism)
This event IS happening worldwide, in 13 different countries on the same night! (Genius? Maybe.)
Over 700 retailers are involved in this campaign, and each store or designer will host a special event to attract consumers and fashion lovers.
For example, Mavi Jeans (my lovely place of employment) has hired a DJ, a vodka sponsor, and personal stylists to take the consumers shopping experience up a notch.
Not only is this campaign taking place during our economic downfall, but also on DAY ONE of fashion week. (Great Idea!)
Celebrities, bands, and fashion designers will be making appearences and having a good time is the main goal of the night.
I think that ON PAPER this campaign is a PR team's dream. But will it meet its expectations?
Will people go for the free drinks and celebrity sightings? OR Shop and Spend? (The main goal of this campaign)
I believe that in order to increase sales and consumer spending, advertisements and commericals should have emphasized deals and coupons for merchandise. They should have stated that with every 100$ spent free gifts or concert tickets were given out.
I also believe that this campaign will increase brand awareness, and consumers will become familiar with or loyal to new brands or fashion designers. Which will most likely increase online sales, and profits made over the next few months.
Well, we will see how it goes!
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