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Vogue fashion night hailed a success

Vogue’s Fashion Night Out, the global shopping event that took place in cities around the world last week, boosted footfall and sales for London retailers.

The event was designed to encourage recession-hit shoppers to part with their cash through a series of promotional events in stores.

Mulberry marketing executive Francesca Bernard said: “Footfall increased massively. We stayed open until 11pm and had 700 people in the store, whereas on a normal Thursday we’d have 300.The sales increase was marginal but it was more about brand awareness for us and getting new people into the store.”

Jaeger chief executive Belinda Earl said that if it became an annual event, the retailer would participate. “It definitely boosted trade,” she said.

Oasis held its own programme of activity, including a screening of the Vogue documentary the September  Issue in its flagship and various offers across 21 stores, which generated a 50% sales uplift in those stores.

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