Fashion’s Night Out 2010: A Retailer’s Survival Guide

Last week, the City of New York announced that Fashion’s Night Out would be returning next year. The September 10, 2009 shopping event–produced by Vogue magazine in partnership with government officials in more than 12 major cities across the globe–drew hoards of fashion-lovers looking to catch a glimpse of well-dressed celebrities, including Sienna Miller (at New York’s Intermix), the Olsen twins (at Bergdorf Goodman) and the editrix behind it all, Anna Wintour (who now-famously made an appearance at Macy’s in Queens.) According to store traffic-counting firm ShopperTrak, New York accessories and apparel stores saw a 50% rise in foot traffic.

But while many retailers said that the evening was a success from a marketing/branding standpoint, none have been willing to offer up hard sales figures that prove it boosted the bottom, or even top, line. (See my controversial story for Forbes: “Fashion’s Night Out Falls Short.”) I’ll give them this: It’s hard to measure how much money the event truly generated; someone who spied a body-con Alexander Wang dress at Barneys might not have reached the register on September 9, but they could have returned a few weeks later to indulge. But since the retail economy doesn’t seem to be improving anytime soon, here are some tactics stores can use to ensure that September 9, 2010 is even more successful, and affordable, than this year’s shindig.

Act exclusive. While FNO is supposed to be about fashion-for-all, smaller boutiques should try to limit the number of shoppers they let inside. Intermix for example, had a massive audience inside and outside of the store (aforementioned Miller and Rihanna both showed up) but the party was so crowded that no one could shop, even if they wanted to. Here’s what to do: Advertise your exclusive party on a well-read fashion blog. (Like AOL StyleList or Fashionista). Include an email address on the advert where the reader can rsvp. The first 50, 100 or 200 readers that sign up are on the list. Those that don’t get on the list can line up outside, creating an air of exclusivity. Your store will be crowded, but not uncontrollable.

Recruit a liquor sponsor. A little lubrication generally elevates a meager spender’s purchasing power. Have your public relations/event coordinator contact a booze company that complements your brand. For the kind of exposure you’ll be offering on FNO, they’re more than likely to offer up plenty of refreshments free of charge.

Offer limited edition items. There’s no doubt the crowd skewed young on FNO. If most of the items in your store are $500 or more, offer something like a limited-run tote bag for fans who cannot yet afford your goods. Worried about going “off-brand”? Just make sure not to cheapen the experience. Opening Ceremony, the hipper-than-thou concept boutique, are masters at creating these low-priced trinkets. They always have a few $30 tote bags–in neat plaid or chevron prints that are emblazoned with the store’s logo–for sale. Tell your design department to think of something cool and covetable, but in a cheap materials. That way, future customers will begin to buy-into your brand experience earlier than ever.

Only bring in celebrities who actually shop at your store. Sarah Jessica Parker at Oscar De La Renta worked. The Olsen twins at Bergdorf worked. Kid Cudi (although I had never heard of him before that evening) worked. Third Eye Blind at the Nine West store? Hmm. Kind of weird. Don’t just recruit a celeb for the flashbulbs. If you don’t know any stars who are also fans, organize something a bit more inventive.

Food. If you have yummy nibbles on hand, people will stick around for longer. Again, it shouldn’t be too hard to get a caterer to pitch in if you promise to put their name on the invite/advertisements.