fashion's night out 2010 a success in los angeles - latimes
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Shoppers stroll past the four-story Ferris wheel that was erected on Rodeo Drive in Beverly Hills. (Allen J. Schaben, Los Angeles Times / September 9, 2010)
All across L.A., designers, retailers and shoppers revved up for the second annual Fashion's
Night Out, an evening devoted to style and spending. It appears to have paid off.
By Melissa Magsaysay
Los Angeles Times Staff Writer
September 19, 2010
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They came, they saw, they shopped
E- mai l Pri nt Share Tex t Size
Angelenos headed out en masse for some "shopping-
tainment" Sept. 10 during second Fashion's Night Out, a
celebration that reverberated from Newport Beach to the
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Valley and beyond. Designers, retailers and shoppers revved
up for an evening centered on style and spending that seems
to have paid off. Venues were crowded, sales reportedly brisk.
More than 20,000 people went through the doors of the
Beverly Center, the night's official Los Angeles hub, where
Mayor Antonio Villaraigosa addressed the crowd, telling
people to "shop until they dropped."
Guests took those marching orders seriously, shopping and
spending throughout the mall, making a significant spike insales for Beverly Center stores. "The retailers we have spoken
to at the Beverly Center doubled their business that night,"
said Cynthia Ruiz, a commissioner for the city of Los Angeles
and Villaraigosa's fashion ambassador. "We consider the
turnout of the event to be a big, big win, and the mayor is
committed to participating again next year."
The brainchild of Vogue magazine's editor in chief, Anna
Wintour, in an effort to stimulate the fashion industry in the
face of an economic downturn, Fashion's Night Out was
observed this year in 16 countries and more than 100 cities
around the world, compared to last year's 12 countries.
Judging by the crowded boutiques, celebrity appearances,
drinks, food and four-story Ferris wheel set up on Rodeo
Drive, Los Angeles certainly had no intention of beingoutdone.
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Retailer participation was up significantly this time compared to last year, when Neiman Marcus and
Fred Segal were the main local stops of the night. This year, there seemed to be only a handful of
stores and brands that didn't participate. Some spots featured celebrity appearances (for instance,
Fergie at the Grove, Samuel L. Jackson at Armani and Rashida Jones at 3.1 Phillip Lim); others kept it
simple, passing Champagne and tiered trays of cupcakes throughout their stores. For many, the night
paid off in exposure and at the cash register. The 3.1 Phillip Lim store reported larger sales numbers
than last year's Black Friday — traditionally the hottest sales day of the year — selling mostly coats
and jackets. The Beckley boutique in West Hollywood exceeded the night's sales goal by 20%, and at
Juicy Couture on Rodeo Drive, sales for the day exceeded same-day sales from last year (when they
didn't participate) by 53%.
And shoppers certainly had no shortage of places in which to flex their spending power. The evening
kicked off at the Beverly Center, where the crowd, filled mostly with tweens, pressed against the
banisters on all floors to watch a full-fledged fashion show featuring top fall trends. "This is the
entertainment capital not just of the U.S. but maybe the world," Villaraigosa noted in his opening
remarks. "Almost a million people work in a creative economy. They work in fashion and art, and
today we celebrate that talent and we celebrate retail."
Shoppers set out to find their fall "must-haves," many of them doing some last minute back-to-school
shopping. Orit Metusal, 15, eyed leggings and tights, while Katrina Cainglet, 16, simply wanted to see
what the night had to offer "It's a new experience for me," she said, "I've never been to a fashion show
as big as this."
At the Grove, shoppers knew what was expected of them. "We came to hang out and mingle. And
we're helping the economy," said an enthusiastic Seble Keb, displaying her shopping bag of Gap
purchases.
The Grove was like a festive party with DJs, food, an open bar, models and celebrities, and the night's
activities were shared with the world by 50 or so bloggers, who were part of Bloggers' Café.
Michael Venedicto, cofounder of the lifestyle media company Fashion Los Angeles, noted that L.A.'s
presence at Fashion's Night Out has grown exponentially since 2009's inaugural festivities. For him,
"L.A. is the fashion capital of the U.S. And you can see tonight that so many people are part of the
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Photos: Fashion's
Night Out L.A. at the
Beverly Center
Photos: Fashion's
Night Out L.A. on
Rodeo Drive
Photos: Fashion's
Night Out: Los
Angeles roundup
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In Beverly Hills, high-end shopping felt more accessible than usual on the posh strip of Rodeo Drive
from Little Santa Monica to Wilshire boulevards due to a festive atmosphere, a Ferris wheel, food
trucks and Weezer's song "Beverly Hills" blaring from loudspeakers up and down the street.
Celine Liu and Una Wu, visiting from Taiwan, purchased jewelry and clothes from Juicy Couture,
taking advantage of the stores' 30% discount for the night. Jourdan Rashing, 12, strolled with her
mother toward the Guess store after stopping for sustenance at a grilled cheese food truck that was
serving a "fashion" sandwich containing spare ribs, cheese and caramelized onions.
Just across Wilshire at Neiman Marcus, the event's purpose — to get people shopping and spending —
was obvious. Ladies who lunch came with their friends, mothers and shopping buddies in tow to flood
each floor of the department store and, well, shop, shop, shop.
Lorena Frcek of Brentwood attended the Neiman's event with her mother, and the two definitely got
their shop on, purchasing some black jeans from CJ by Cookie Johnson (which was a featured product
after Johnson staged a fashion show using the store's centrally located escalators as a runway) as well
as plenty of beauty and skin care products. "I've been shopping at Neiman's for 20 years," said Frcek,
who attended Fashion's Night Out in 2009 too. "I had a blast last year, but I definitely bought more
this year."
For designer David Meister, his first Fashion's Night Out proved a big success, with sales of his special
occasion dresses adding up during his personal appearance on the second floor of the department
store. "This is a great event for getting more people out. It makes shopping more approachable," hesaid "The atmosphere may be like a party, but it also really promotes the retail business. It's a win-win
for everyone."
That sentiment rang true with several store owners who saw major foot traffic bringing in new
customers. Zainab Sumu, whose boutique Zainab sits farther east on Melrose near La Brea Avenue,
had about 80 guests, many of whom snapped up the official "Fashion's Night Out" T-shirt as well as
accessories. Sumu, whose boutique has been open for less than a year, said she found the event to be
promising. "As time goes on, it will get even better," she said. "I will definitely participate again next
year. Next year and [in] the years to come, people will understand that it's a night to support fashion
and really buy."
"We doubled a typical Friday in sales," said Beckley owner Melissa Richardson, who had a fleet of pedi
cabs running customers from her store on Melrose to neighboring boutiques across La Cienega
Boulevard. "Everyone in the community really embraced Fashion's Night Out, and we'll definitely do
it again next year. It brings new faces to the store, and it's clear people are really starting to shopagain. This feels like a turning point."
Raha Lewis and Daina Beth Solomon contributed to this report.
Copyright © 2010, Los Angeles Times
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