fashion shows and presentations are no longer industry only events. They’re part of the marketing mix to reach customers, and through social media the fan, editor, buyer and shopper can all contribute to the data that exposes where interest is highest.
Fashion’s biggest party is back for a 3rd year, and while we and Cathy Horyn are still struggling to find the business upside to the celebrity and champagne bills, there’s no denying the buzz boost Fashion’s Night Out provides. We also have to tip our hats to Anna Wintour’s promotional power: there is now a Fashion’s Night Out event in all 50 states (thanks to tie-ins with national chains), 17 countries, and for those who don’t want to fight the crowds of fashion fans in the streets, online.
So, to demonstrate just how big of a thing FNO has become, let’s take a look at Fashion Month’s unofficial kickoff by the numbers.
In terms of volume online, Macy’s attracts more visitors earning $100,000+ than higher end department stores Nordstrom and Neiman Marcus combined (Anna Wintour’s Fashion’s Night Out appearance at Macy’s last year suddenly makes sense). Though they probably aren’t the first name you’d associate with designer fashion, there are a massive number of people who match [...]
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