September 6, 2012
Designers, editors, celebrities, and fashionistas from all over the globe will be joining together tonight for the fashion extravaganza that is Fashion’s Night Out. The one night event was created in 2009 by Vogue’s Editor in Chief, Anna Wintour as a way to “restore consumer confidence” during the recession. This year FNO turns 4 and the fashion industry is pulling out all the stops. This of course, includes going social.
Before I plunge like the necklines on Alexander Wang’s new Spring collection into the many ways Fashion’s Night Out will incorporate social media into the big night, let me first tell you why social media has been so vital to the fashion world since its debut. Many believe it’s because fashion is all about telling a story and social media creates a better, more interactive, more engaging way to tell that story. Stacey Bendet of Alice+Olivia looks at social media as creating the world of your brand. Ari Goldberg, CEO of Stylecaster goes as far to say that “Brands that do not engage using social media will not be here in ten years to talk about it!” Quite a bold statement. Bold, but predictably true. It’s evident that brands are not taking the addition of social media into their marketing mix very lightly as we can see with designers such as Calvin Klein. The well-known brand increased its advertising budget for interactive and online media from just 1% in 2009 to 23% in 2012.
This being the fourth year for FNO, the core-team of organizers behind it wanted to expand the impact of the night, and what better way to engage with people all over the world and with all different interests than through social media? But how exactly is Fashion’s Night Out going to use the socialsphere to tell their story tonight? To start out, fashionistas can join the conversation by following the event at #FNO on Twitter and by liking the Fashion’s Night Out page on Facebook. By following the event, fans will get exclusive info on different offerings and sweepstakes, as well as the scoop on where to find celebrity designers throughout the night. Then of course there’s Pinterest, every designer’s social dreamscape, where you’ll be sure to come across fabulous contests like the one Milly NY is hosting: to participate each entry must create their own Pinterest board showcasing what they believe embodies the lifestyle of a true “Milly Girl.” And for the winners, tickets to the Milly Spring 2013 show. And while you are out and about during Fashion’s Night Out, you can tag your instagram photos to #FNO for a chance to have your pics featured on FNO live.
The main strategy behind FNO is to engage with customers and retailers, and thanks to social platforms, Fashion’s Night Out will succeed in “putting the fun back in shopping.”
Are you looking to grow your brand and increase engagement? Find out how social media can work for your brand, right here.
- Katie Cohen, Junior Copywriter