I love shopping. I even like shopping in supermarkets – in fact I dream about actually LIVING in Waitrose, but that’s another story.
So I was kicking my heels to miss out on the biggest shopping event of the year last week – Vogue’s Fashion Night Out returned for the sixth time and took place across Oxford and Regent Street in London.
Sat in my very unfashionable frog pyjamas, I followed it all on Twitter and Instagram, with #FNO filling up my feeds. It showed once again how creating great offline experiences for some (in London), inspires others (in a bedroom in Chapel Allerton, Leeds) via social media, and how good the fashion sector is at getting people to share content for them and represent their brands.
The best companion on the night was undoubtedly an iPhone and its most flattering filter, with loads of photobooths and selfie stations dotted around and hashtags galore. It was a lesson in social media style – here’s some simple campaigns I liked:
– Aspinal London asked people to Tweet or Instagram their favourite bag using #AspinalFNO to win a piece from the autumn/winter 2014 collection. Simple mechanism, loads of entries
– Warehouse promised to sort out people’s fashion dilemmas if they tweeted #WareStyleSessions. In return, they got the chance of a personal styling session and a free outfit in store. The high street favourite has since continued the campaign by teaming up with top fashion bloggers to tour their flagship stores
– Karen Millen invited customers to take over their social media channels on the night while browsing their newest collection
– Posh shoe brand French Sole asked guests to snap a picture of their favourite flats in store and pop it on Twitter. The photo chosen by founder Jane Winkworth won the pair
– Hockley got its Instagram followers up by asking people to follow them in the run up to FNO and re-gram images of their exclusive leopard print pom-pom pouch for a chance to win it
– Swarovski gave people a chance to pose in their blingy jewellery in a specially installed FNO photobooth
– London blogger Lucy Williams hosted Aldo’s FNO party where shoppers captured their outfits at the selfie station in store
– Customers in the All Saints store were invited to create everlasting FNO memories in an interactive photo studio.
And that was only the half of it! Next year, I might get over my selfie phobia…especially if I can win a fancy free handbag.