Vogue is to launch a version of its successful Fashion’s Night Out for etailers called Fashion Night’s In, Drapers has learnt.
Vogue’s Fashion’s Night Out launched in September 2009 to encourage shoppers into stores during the recession through a number of store initiatives and events.
The night was hailed as a huge success with 125 shops on London’s Oxford Street, Bond Street and Regent’s Street taking part. The second Fashion’s Night Out took place on September 8 this year with retailers hosting a variety of events across the capital as part of Vogue’s global initiative.
The same approach will now be taken online with the launch of Vogue’s Fashion Night In, which will take place from 5pm on November 1 until midnight that evening.
A percentage of all sales made on the night will go to the same charity supported by Fashion’s Night Out, Kids Company (www.kidsco.org.uk).
For that night only, etailers will create initiatives for online customers with live and interactive strategies aimed at boosting online traffic and sales. The etailers will use competitions and discount offers to attract shoppers online. Vogue journalists will blog live throughout the evening with the latest updates.
A microsite will launch on Tuesday morning on Vogue.com where retailers will be able to request to take part in Fashion’s Night In and consumers can keep up to date with the etailers taking part and plan their night accordingly.
E-tailers interested in participating in the event can request admission via the micro site at: www.vogue.co.uk/fashions-night-in. From there, brands will be contacted by members of the Vogue.com team.
Sarah Curran, founder and chief executive of my-wardrobe.com said: “We are thrilled to be working with Vogue.com to pioneer the launch of the first ever Fashion’s Night In.
“Following the success of the global Fashion’s Night Out, Fashion’s Night In is going to be a unique event in the fashion calendar, which brings together leading e-tailers on a global platform for one night only, celebrating the phenomenal growth of fashion e-tail.
“Our focus has always been centred around the customer experience and for Fashion’s Night In, we are creating an exceptionally unique and unforgettable online shopping experience for the my-wardrobe.com shopper.”