DALLAS — Neiman Marcus is taking Fashion’s Night Out national.
The retailer has been gearing up for Fashion’s Night Out ever since Vogue editor in chief Anna Wintour pitched the idea in March at a breakfast meeting in Paris, said Karen Katz, president and chief executive officer. Neiman’s is one of the few retailers that will be staging Fashion’s Night Out events in all its stores nationwide.
This story first appeared in the September 8, 2009 issue of WWD. Subscribe Today.
“She explained what she was trying to accomplish, to get a renewed focus on the positives of fashion and to get people out based on the Paris White Nights event, when the museums stay open all night,” Katz recalled. “We were very intrigued and asked if we could get involved on a national basis, and she was very open to the idea.”
Fast forward to Thursday, which happens to be the same night Neiman’s cuts the ribbon on its 41st store at The Bravern in Bellevue, Wash.
“Our goal is to give people a reason to come out and have a good time and see the latest fashions of the season,” Katz affirmed. “If, as a side benefit, we do business that night, fine, and we hope they will be intrigued to come back and shop.”
Given broad creative license, the stores came up with events including psychic readings, fashion scavenger hunts and art exhibits along with designer appearances, fashion and accessory presentations, trunk shows, beauty events and celebrity guests.
Neiman’s in Beverly Hills has two events: a show of the season’s trends presented by Lisa Love, Vogue’s West Coast editor and an exhibit and “Traffik” book signing by fashion photographer Norman Jean Roy.
The unit in Short Hills, N.J., is going big on entertainment with a concert by New York rock band Vicio; a fashion passport game with prizes; feng shui consultations; a party in cosmetics; a fashion show, and cocktails and samplings by local restaurants from steak to cupcakes.