Fashion’s Night Out at Fashion Island in Newport Beach
Orange County’s Fashion Island in Newport Beach held its own array of Fashion’s Night Out 2010 activities last Friday. From DJs to free champagne to fashion shows and scented fountains, Fashion Island was the place to be Friday night from 5 p.m. to 9 p.m., as crowds of fabulous locals fought their way through delicious hors d’oeuvres and special sales offered by the mall’s retailers. The first 1,000 shoppers to appear at the concierge desk with receipts on hand were also able to participate in a tote-bag giveaway!
The night kicked off with a special appearance made by “The Hills” star and The Lo Down blogger, Lo Bosworth, who signed autographs and sweetly greeted fans of all ages in Fashion Island’s Atrium Lawn.
When asked about her reasons for participating, Ms. Bosworth told LadyLUX, “I think, especially in terms of the economic situation in the United States, FNO is really important to get people out to spend in a smart way.”
“All the stores have great deals, and it’s a great way to support the local economy and community.”
At the end of her meet and greet, Bosworth awarded a fan with a free 90-minute style session and a $1,000 Fashion Island gift card.
“I am thrilled to be a part of Fashion’s Night Out at Fashion Island,” she said in a press release. “Plus, I always enjoy meeting my fans, especially those from my hometown.”
As the night progressed, stores throughout the center held a variety of events to attract shoppers of all types in hopes of helping locals gain a peek at what to expect this fall season.
At Neiman Marcus, shoppers entered the premises amid a cloud of Maison Francis Kukdijian-scented bubbles. Greeted with a leopard-print runway and fragranced balloons, patrons were Neiman Marcus’ number one priority during the trunk shows, which invited shoppers in to get a peek at fall’s hottest trends. Fashion shows were also held on all three floors, all of which involved models accessorized with Christian Louboutins and Chanel purses, strutting their stuff down the department’s makeshift runway.
Shoppers were also able to enjoy delectable bites from local restaurants while shopping such as True Food Kitchen, Canaletto Ristorante Veneto and Rustica.
Michaele Hall, public relations manager of Neiman Marcus, was excited about Neiman’s turnout at FNO.
“We’ve got an overwhelming turnout,” she said. “We’ve gotten great support from our local restaurants… We have three fashion shows in the store, and everyone loves it. It’s a lot of energy and it’s a lot of fun.”
Kathryn Wong, a shopper outside of American Rag, attended Newport’s FNO because she “found a block party at South Coast for a number of years, so this kind of reminded me of the vibe that was going on there.”
She wanted to see what everyone had to offer.
“I heard some stores held fashion shows and showcased fashion ideas, which lured me in because I’m always looking for inspiration,” Wong said.
Several other customers experienced FNO positively, and many were able to garner the inspiration needed to enter the new fashion season. Karima Hunter, a shopper at Neiman Marcus, came out to “get inspired for fall shopping,” which she did after watching the first floor fashion show at Neiman Marcus. Nasreh Aletaha, a local shopper at Jonathan Adler, was also satisfied since her reasons for attending FNO were to “have fun, look around and see what’s going on, what’s hot, and what’s not this season.”
Across the center, Nordstrom held its own list of fun events that evening. From drool-worthy ministyle shows showcased by their personal stylist team, to free lip, lash and hair bars done by Bobbi Brown, MAC and Smashbox makeup artists, the evening catered to all customers looking to preview the season’s hottest trends. Martinis and mini bites from the Café Bistro were wildly popular, running out as soon as the trays greeted shoppers. Dress and fitting experts were on hand to help female shoppers find the perfect dresses and lingerie to stun their unsuspecting male counterparts.
Every department held an event, from Happy Hour in the men’s section (including complimentary shoe shines, pant hemming and initial monogramming) to accessorizing tutorials in B.P. With success oozing from the store’s busy activity, FNO is expected to bring great results for both Fashion Island and Orange County.
“(FNO) gives customers and their girlfriends a reason to come out and hang out on such a beautiful evening…especially with the intro to fall,” said Becca Adkinson, Nordstrom store manager. “It helps educate people on fashion. So it’s a great thing for Fashion Island.”
Adkinson had specific goals for the fashion fete.
“To build relationships with the customers,” she said with a slight smile. “To be their friend, answering questions, letting them know we’re here. To service them and make their experience great.”
This was a goal obviously reached: shoppers left the store with full bags and smiles etched on their faces.
In other parts of the center, particularly in Fluxus, a live DJ turned on the tunes for shoppers to dance to while browsing. Stations were also set up inside and outside of the store by beauty professionals looking to help amp up shoppers’ hair and makeup. At American Rag, Creative Recreation showcased style samples of future looks while shoppers enjoyed cocktails and rocked to performances by the Growlers and DJ Tauber. At Jonathan Adler and Anthropologie, guests were happily treated to bubbly champagne and cupcakes from Susie Cakes, both wonderful indulgences that helped to create a pleasant shopping experience.
The entire night, the center was buzzing with all kinds of shopper activity, exactly the kind of activity the center was looking for.
“Since we are the only O.C. destination that’s promoted events centerwide, I think that sets us apart in helping the O.C. and Fashion Island,” said Laura Davis, senior director of marketing at Fashion Island. “We’ve got almost 40 merchants participating, and I think every year it’s going to get bigger and better.”
Luckily for Fashion Island, it has.
