NEW YORK — The third Fashion’s Night Out, scheduled in the U.S. on Sept. 8, will have several new elements.
This story first appeared in the April 7, 2011 issue of WWD. Subscribe Today.
For the first time, e-tailers will participate in the shopping event, and they are expected to create virtual experiences for their customers. FNO is also partnering with online fashion community site Polyvore.com, which will allow users to create sets of favorite items from e-tailers and those retailers with e-commerce sites. Well-known fashion figures will create their own sets to add visibility to the initiative. The promotion kicks off Aug. 15
As for this year’s FNO Collection, styles will include a unisex baseball cap, a tote and tops with a colorful print. This year’s signature T-shirt, meanwhile, features a night scene graphic. The collection has suggested retail prices from $15 to $50, and 40 percent of sales will benefit the NYC AIDS Fund in the Community Trust. Stores can order the merchandise through firstname.lastname@example.org until April 29.
The event is expected to again take place in more than 100 American cities, and retailers can start registering at fashionsnightout.com now. The event will be held in international cities as well, but dates have not been determined.
“We’ve come a long way in three years, and, thankfully, the fashion industry is much healthier than when we started in 2009, but it could always be better,” Vogue editor in chief Anna Wintour said.