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, specials 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.
And lo and behold, while pulling together information for this visual overview, we discovered something heartening: the vast majority of retailers, at least in New York City, are trying to draw shoppers in with food, music, product launches or gifts with purchase. Out of 1216 NYC events, only 90 are tagged as celebrity events, and “celebrity” is a very generous term in some cases.
The evening still seems to be more of a party than anything else, but at least the promotions for most merchants are turned towards making the products the stars of Fashion’s Night Out.