Big fashion cities have Vogue Shopping Night Out.
Here in The Hague, an international fashion city in the making, we have to content with just the Shopping Night
Unfortunately this time I could not go out and see what was going on in the city centre where all the activities were concentrated, but John of the Hollywood to Holland kept me updated and wrote a great review. You can read it here
As John pointed out the night attracted big crowds of people but was not on the level of the previous two editions. Well, with all the construction going on it is little wonder.
A great city marketing initiative, the Shopping Night Den Haag generates a lot of media coverage and draws throngs of revellers. But my question is how effective the Shopping Night is in terms of business? Do revellers turn shoppers? And do they spend?
Fashion Night Out was launched by the Vogue magazine, the Council of Fashion Designers of America and New York’s tourism agency in 2009 to give the industry shaken by the crisis a boost. Simply put, drive sales by staging a glamorous street party. This year however New York big fashion extravaganza was cancelled. Because apparently the effort and the budget that goes into organising the event does not match the sales everyone hoped to achieve.
Well let’s hope that in The Hague the picture is different. And the people who show up do not just look and make merry but also buy