F.Y.I.

Vogue backs Fashion’s Night Out shopping drive

Vogue Australia is to join an initiative aimed at getting shoppers into Sydney CBD.  

The announcement:

Mark Kelly, group publisher, lifestyle titles, News Magazines is pleased to announce the launch of the Vogue International initiative, Fashion’s Night Out – a global VOGUE celebration of fashion, in Australia on September 9, 2010.

“Following last year’s momentous celebration for Vogue Australia’s 50th anniversary, we are excited to be part of this international Vogue initiative this year. Our aim is to celebrate fashion and support the Australian retail industry by putting fun back into shopping,” says Mr Kelly.

Sixteen of the world’s fashion capitals including New York, London, Paris, Milan, Tokyo and Shanghai will participate in Fashion’s Night Out 2010. For the first time, Vogue Australia will take part, staging the Australian event in Sydney’s CBD shopping precinct on the evening of Thursday, September 9.

Fashion’s Night Out was founded by Condé Nast in 2009 with the intention of supporting retailers and designers during the global financial crisis. The inaugural event saw 13 countries participate and attracted tens of thousands of shoppers to visit stores, malls and boutiques, making it the biggest shopping event in history.

The participation of Vogue Australia in Fashion’s Night Out 2010 coincides with the redevelopment and rejuvenation of Sydney’s CBD shopping precinct, which is set to position the city as a new global shopping destination.

“The inaugural Fashion’s Night Out was highly successful, generating increased store traffic and higher sales,” says Kirstie Clements, editor-in-chief, Vogue Australia. “We are looking forward to joining our international Vogue sister publications by uniting Sydney CBD’s designers, retailers, restaurants and bars for a fashion shopping event like no other.”

The Australian Fashion’s Night Out 2010 will focus on the area around Pitt Street and Castlereagh Street, engaging all of the key retail centres, department stores and designer boutiques. Participating retailers will offer extended trading hours and create their own in-store events exclusively for the night, involving brand ambassadors and in-store fashion shows. A commemorative Fashion’s Night Out 2010 T-shirt will be designed by the Vogue Australia team. All proceeds from sale of the T-shirt with go to Fashion Targets Breast Cancer.

Vogue Australia is the country’s most influential fashion publication and, with the support of the City of Sydney and the country’s leading brands, is proud to stage this spectacular event. The Sydney CBD retail precinct has embraced the concept with most brands, department stores and shopping centres participating.

The initiative will be supported by more than $1 million in marketing investment, including an outdoor media campaign, display flags throughout the CBD area, an unrivalled newsagency campaign, extensive digital coverage and strong editorial support.

Source: News Magazines press release

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