As Sydney's retail precinct prepares to take part in the global Vogue Fashion's Night Out event on September 8, ragtrader.com.au takes a snapshot of what the High Street has planned for the evening.
Over 600 retailers have signed on for the 2011 instalment, up from the 400 which took part in the inaugural edition last year. A free event for shoppers, the initiative will span across the Martin Place/Castlereagh Street precinct as well as Pitt Street, Market Street and George Street.
As exclusively reported in Ragtrader magazine's August 12 edition, Westfield has signed a one-year sponsorship agreement with the event, joining the City of Sydney and Tourism NSW in backing the initiative.
Below is just a snapshot of what major retailers have in the pipeline:
Cue
As a Fashion Targets Breast Cancer partner, the chosen charity for this year's Sydney event, Cue is planning to mix fashion with philanthropy. The womenswear retailer has created the Cue Dot Shirt Collection, with 25 per cent from the sale of each shirt donated to charity. The shirt will be available from Cue Westfield Sydney, Sydney Central Plaza and Myer Sydney on the night with 25 per cent off thrown in for consumers' next full price purchase.
Veronika Maine
Veronika Maine will offer 30 per cent off all dresses from its spring/summer 2011 collection. Consumers who take up the offer will also go into the draw to win a $2000 Veronika Maine wardrobe. The initiative will be extended across its Westfield Sydney store and Veronika Maine concession at David Jones, Elizabeth Street.
Bardot
Bardot will have a photo booth outside its Westfield Sydney store, encouraging customers to strike a pose to be in the running to be on one of the three faces for its summer trend postcard and win $250 gift voucher to spend in store. Images will be uploaded to the brand's Facebook page, allowing customers to share the night with friends on their wall.
Aldo
Footwear retailer Aldo will install a nail bar featuring an exclusive preview of its new season nail polish, set to launch nationally in October. Appointments are available to Aldo VIP members prior to the night, with appointments available via phone and email.
Gap
Fresh from its launch into the Australian market - and it's t-shirt partnership with Vogue Fashion's Night Out 2010 - the retailer will offer a selection of edited selections from the fashion elite. Vogue editors have offered their top picks of the new Gap collection, with the retailer dubbing the initiative Vogue Editors' Picks at Gap.
Guess
Consumers will be offered an exclusive collection preview of the new Guess by Marciano collection. The collection will be exclusive to Guess Westfield Sydney on Vogue Fashion's Night Out, with a glass of bubbles offered on arrival. Guess List members will also enjoy double points with any purchase and be entered to win a 'Second Decade of Guess Images' photography book signed by creative director Paul Mariciano.
Esprit
Lifestyle retailer Esprit is planning a mini fashionista night out - mums and bubs - with a live photoshoot taking place in the windows of its flagship store in Pitt Street. Images from the evening will be uploaded to its dedicated Facebook page and Twitter feed, with 25 per cent discounts offered across all product categories.
Seduce
The womenswear brand has partnered with Chambord, Napoleon make-up and Bauhaus hair salon to create an installation for the Vogue Fashion's Night Out. The tie-up, which is the first of this kind for Seduce Group, will see the flagship Ivy Seduce store on George Street in Sydney transformed into a luxury lounge, complete with a specially designed Chambord bar, two Napoleon “speed make-up” stations and a mini GHD hair salon by Bauhaus. Customers will also be able to browse and buy product with free advice from four Seduce stylists on hand throughout the night.