Tuesday June 19, 2018

Fashion Week: Role of Social Media in Fashion’s Night Out #FWNY #FNO

Vogue Fashion's Night Out Sept.09 2010 Milano

Image by br1dotcom via Flickr

Fashion’s Night Out, a NY based retail venture, was initially created in the midst of the recession in 2009 by Anna Wintour and Diane von Furstenburg to engage and excite consumers, offering them the opportunity to shop their favorite stores while meeting and greeting designers and celebrities.  According to Mashable, participation in the event had been a success with 11 countries and 700 stores in the U.S. taking part  in 2009, while NY retailers received a 48% increase in store traffic.

With the event getting even larger and taking place tonight, speculation about Fashion’s Night true impact on retail sales have arisen, given many involved an opportunity to help improves sales via marketing and consumer engagement through social media. Brands of varying size and sale methodology have been developing strategic methods of utilizing digital technology in their in-store events, primarily through mobile apps and social networking platforms to establish a form of social customer relationship management (sCRM).

Mashable gives the example of Mattel who “will be leveraging Barbie’s its Twitter following for a fun, engaging QR code-enabled scavenger hunt throughout the city that non-New Yorkers can follow at barbielovesfno.com.”