Runway News

Vogue UK Branches Out With Fashion’s Night In

As expected, savvy shoppers are holding tight and waiting until the day after Thanksgiving to begin their holiday shopping.

Why buy now when you know what you’re eyeing will likely go on sale in less than a month?

But, leave it to Vogue to lure us into splurging before Black Friday.

With the success of Fashion’s Night Out, the Vogue UK team has now created the first ever Fashion’s Night In.

The shop-from-anywhere one-day event kicked off on November 1st, and hundreds of retailers, including Net-a-Porter, Bally, ASOS, Diesel, Anthropologie, Harvey Nichols, Browns, Topshop, and Vivienne Westwood, participated.

The event has high appeal for bargain shoppers, as each retailer offered some sort of shopping incentive, from gratis clothing and beauty products with customers’ orders to free shipping and discounts at check-out.
 
Further, unlike Fashion’s Night Out, where most of the big draw boutiques and department stores were too claustrophobically packed to actually shop, Fashion’s Night In can be enjoyed in the comfort of your own home.
 
Though the event was spearheaded by Vogue UK, most participants ship to the United States and many have come up with dedicated Fashion’s Night In sections – most notably, online luxury retail giant Net-a-Porter. The e-commerce site launched a party boutique for the event, stocked with festive holiday dresses, shoes, and jewelry picked specifically for the occasion.
 
 
This initiative is a wonderful concept. Unlike Fashion’s Night Out, it will actually generate income for the participating retailers.
It’s also a step in the right direction when it comes to getting the fashion industry more in line with the tech age, and it’s interesting to see which retailers are pushing the envelope in that regard.
 
For instance, my-wardrobe.com opted to live-stream a catwalk show from the May Fair Hotel and then set up their site so that shoppers could click and buy what they saw. This seems like a relatively low-cost, high-return idea – especially because everyone loves instant gratification.
 
 
 

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