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Fashion’s Night Out Goes Cross-Channel
By: Kaitlin T. Gallucci
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For the past two years, Mercedes Benz Fashion Week has kicked off with the celebration of Fashion’s Night Out, a shopping event conceptualized in 2009 to help the ailing economy and restore consumer confidence. Traditionally Fashion’s Night Out (FNO) has consisted only of in-store events, but this year it's introducing online participation.

For the first time, online retailers can “join in the fun by creating virtual events...that will engage shoppers and give fashionistas without FNO in their area a way to celebrate.” In some cases, the events aren’t strictly in-store or online; the addition of the digital aspect has created on opportunity for cross-channel participation.

Net-a-porter.com, a luxury fashion online-only retailer, has created a multi-channel event just for Fashion’s Night Out. Called “The Window Shop,” Net-a-porter will be displaying a variety of designer products in windows on Mercer Street in NYC and on Mount Street in London. Shoppers who download a dedicated mobile app can use it to scan the products, which then become available for purchase or to win. Items purchased or won are delivered the next day by Net-a-porter Premier drivers.

Alison Loehnis, VP of Marketing and Sales for Net-a-porter, said the following about the unique cross-channel event: “From its inception, FNO has galvanized shoppers to take to the streets...we found a way to participate in the excitement of FNO that is true to our brand with the innovative use of technology.”

Fashion’s Night Out takes place tomorrow, September 8.

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About the Author
Kaitlin T. Gallucci is a New York based direct and digital marketing strategist. She tweets here.
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