On September 9, Sydney will take part in a global shopping initiative for the first time. Ragtrader attended the first industry briefing for ‘Vogue Fashion’s Night Out’ recently. assia benmedjdoub touches on key talking points.
An 0.1 per cent decline seems almost laughable.
But this was not the case in August, 2009. Less than a day after the US Federal Reserve claimed the country’s recessionary woes were easing, fresh retail data revealed otherwise. National sales had dipped 0.1 per cent the previous month – and no, there was no punch line.
In an economy valued at almost $14 trillion, US economists claimed this fall signalled billions of dollars in lost activity. It had been a dismal year for retailers since the crash of 2008.
The following month, American fashion bible Vogue steered a global campaign aimed at getting consumers back into stores. Twelve major cities took part in Vogue Fashion’s Night Out, which saw 700 in-store installations, galas and celebrity-driven events take place in New York City alone.
“We didn’t do it last year because you all remember we were doing Vogue’s 50th [birthday celebrations],” Vogue Australia editor Kirstie Clements told an industry gathering in Sydney last month. “This year we’re doing it and I’m just so excited by the enthusiasm you’ve shown.”
There were a broad range of retailers in attendance – largely Vogue Australia advertisers – such as RM Williams, Cue, Hermes, Chanel and Coach. While reports on local store activations were scarce at the time of press, Ragtrader discovered many luxury brands plan to follow the lead of their international counterparts.
Hermes is preparing a live scarf styling session at its Sydney CBD store while Coach, in similar vein to its New York Fashion’s Night Out concept, will reportedly have live graffiti artists producing customised totes on the night. Chanel is rumoured to be hosting a live editorial fashion shoot in its windows.
With 45 days out from the event, however, finer details were still tentative.
“It’s going to be in the heart of the city, between David Jones and Myer, so Elizabeth Street and George Street, and then between King and Market Street and up to Martin Place,” Vogue Fashion Night Out event executive Skye Fisher ventured.
“Most of the activations that are outside the stores will be taking place in Martin Place – we were going to spread a lot more between Martin Place and Pitt Street Mall, but unfortunately it isn’t as well progressed as we would have liked in terms of redevelopment. We’re working around it. It’s a bit of a moving feast.”
One key point of difference to other international editions – Sydney will be the first of 16 fashion capitals to host the event this year – will be the use of pop-up stores.
“A number of brands came to us and said, ‘we’d like to do something in the public domain that is beyond the retail space’,” Fisher said, confirming Forever New will showcase its looks on 12 models riding a live carousel. “Pop-ups haven’t occured in any city for Vogue Fashion’s Night Out last year and they’re not happening in any other city so far for 2010. So we think Sydney is really at the forefront of innovation and doing something different for our shoppers.”
As first reported on www.ragtrader.com.au, the event will kick off with a special launch in Martin Place at 5.30pm and close with a party at Ivy until 11pm. Retailers will not be charged to take part in the evening but have been encouraged to invest in innovative store activations and branding. The City of Sydney will ensure the city grid is themed for the event with banners and marketing collatoral, while a special Vogue booth will distribute guides and an official t-shirt supplied by fashion retailer GAP.
Fisher was reluctant to reveal the entire advertising schedule in the lead up to the event, but said it would total more than $1 million in marketing. This includes print and online advertising, flags and JC Decaux faces in the CBD, social media initiatives and a retail campaign through 5000 newsagents. On September 8, models, staff and event ambassadors will pose on top of the Harbour Bridge to encourage international coverage.
“What we really want to do it position Sydney as Australia’s most fashionable capital and I think it’s about time, now that we’ve had all this redevelopment in the city,” Fisher said. “It’s really going to emerge as the fashion destination.”
Retail registrations for the event can be accessed by following the links from www.vogue.com.au.