Georgia consumers have played it safe during this recession, but in September, retailers hope they will support the local economy with the return of Fashion’s Night Out.
The global event — which includes celebrity appearances, special offers, fashion shows and more to inspire consumers to get out and shop — officially takes place Sept. 8, but in Atlanta, the fashionable festivities kick off Sept. 6 with a benefit honoring Bethann Hardison and the late Willi Smith, and run through the weekend.
“The excitement has been building for Fashion’s Night Out since it is the second year [in Atlanta] and it is bigger and better,” said Melissa Murdock, owner of Sandpiper boutique. “Stores are figuring out even more ways to engage their customers.”
From Midtown to Marietta, shops are plotting a range of events.
Sandpiper, along with other retailers of Vinings Jubilee, is holding a patio party before showcasing Diane Von Furstenberg’s fall collection.
At Jeffery Atlanta in Phipps Plaza, Mara Davis will play tunes while Woo Skincare and Cosmetics gives mini-makeovers with results photographed in the store windows.
The Avenue East Cobb in Marietta will give gift bags with coupons to the first 100 shoppers and provide live entertainment and “free gift with purchase” offers.
Pop-up shops at Atlantic Station will feature the work of local designers, while at Perimeter Mall, students from American Intercontinental University will stage a fashion show of their original designs along with merchandise from clothing retailers.
Established in 2009 in New York City, Fashion’s Night Out has since spread to cities around the world. The night of fashion, music and entertainment is a collaboration between American Vogue, the Council of Fashion Designers of America, NYC & Co. and the city of New York. It was designed to boost the economy, celebrate fashion and increase customer confidence. The New York City event has become so popular that QVC airs a three-hour live broadcast from SoHo.
While FNO Atlanta won’t be beamed into homes across the country, the local event does seem to be gaining traction.
“This year, people have a better understanding of what Fashion’s Night Out is all about. It mainly is the joy of shopping,” Murdoch said. “The designers are embracing it more, too, and are more willing to partner with us to help us make our events more successful.”
Local designer Tamara Bowens of Bowens Bergeron, a brand of hand-carved wood handbags, will make a special appearance at Saks Fifth Avenue, where there also will be a launch party for B Brian Atwood, the shoe designer’s new contemporary collection. And retailers such as Saks, Neiman Marcus and Jeffrey Atlanta will sell official Fashion’s Night Out merchandise throughout the event.
This year, to help shoppers navigate the sprawling metro area, hotels are offering special discounts and a shuttle will run between shops in Midtown, Atlantic Station and Westside.
Michele New, marketing director of Saks Fifth Avenue, advises attendees to do a little advance planning. Use the online maps and event listings to determine which you may wish to attend, she said. Create a plan of attack and be ready to shop.
Event preview
Fashion’s Night Out Atlanta.
Check www.fashionsnight out.com or www.fashions nightoutatlanta.com for dates, times and event updates.
Here are some highlights:
Midtown
Atlantic Station
Pop-up shops including Gilt City Atlanta presenting New York designer Frank Tell and Modern Luxury’s Shop Atlanta Boutique. Local artists collectives Streetala and Wonderroot, jewelry designer Olive and interior designer Michael Habachy are also among the pop-ups.
Buckhead
Lenox Square
Neiman Marcus. Events include True Religion Men’s Denim Event (Plaza Level/The Man’s Store), glass artist Amanda Brisbane personal appearance (Level One), Greg Lotus Fine Art Photography presented by Bill Lowe Gallery (Level One) and Flippity Doo Da styling with with the latest looks from the Rachel Zoe Collection (Level One /Contemporary).
Phipps Plaza
Jeffrey Atlanta. Mara Davis spins while Woo Skincare gives mini-makeovers and photographs results in the famed store’s windows.
Saks Fifth Avenue. Bowens Bergeron by Tamara S. Bowens handbag trunk show and B Brian Atwood shoe launch.
Juicy Couture. Viva La Juicy fragrance sampling, treats and 20 percent off all full-priced items.
Around Lenox
Tootsies. Fall fashion show benefiting the Ovarian Cancer Institute
Dunwoody
Perimeter Mall
Perimeter Mall will hold a fashion show to include merchandise from participating retailers and original designs by Atlanta Intercontinental University students.
Bare Escentuals. The six-piece collection will be available one day only plus free tote bag with $50 purchase.
Lola’s boutique. Personal appearance by local jewelry designer Ali Howell of Ali & Bird and a drawing for gift card.
Marietta
The Avenue East Cobb . Gift bags with coupons to first 100 shoppers, live entertainment, free gift with purchase.
Vinings
Sandpiper. Diane Von Furstenberg’s September 2011 Collection Inspired by Diana Vreeland and Salvador Dalí.
About the Author
