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| Picture courtesy: Afaqs |
Fashion’s Night Out (FNO), the
luxury retail shopping extravaganza by Vogue India, is a great property for the manner
in which it benefits the luxury brands who participate in it. The Delhi edition
of the event was held yesterday from 6 pm to midnight at DLF Emporio, New
Delhi. Some of the world’s most desirable brands and celebrated Indian
designers participated at the FNO 2012 to showcase their merchandise, in-store
offers and new products launched. The shopping extravaganza had Vogue India’s
September issue cover girl Alia Bhatt along with renowned Bollywood personality
Karan Johar walking the aisles of the mall and visiting a couple of stores such
as Roberto Cavali. Fashion’s Night Out 2012 was supported by American Express
and Cîroc.
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| People queuing up outside the The Vogue Love Store |
I had the fortune of the being at
the event and I couldn’t help but applaud the manner in which it was executed.
The mall was thronged with people clad in their most fancy attire, there were
mocktails, champagne and snacks being served in all stores in the mall and
people checked out all the store items, akin to that of the first day sale at
Benetton! The Vogue Loves Store, Vogue’s very own pop-up store sold close to
500 exclusively designed merchandise made by over 50 designers at irresistible
prices.
The way I see it, luxury brands
appeal to one human emotional inclination - Desire. This desire comes to the
fore when people are exposed to new and different things. FNO 2012 pulled
people to the mall, and the stores in it, with such a magnetic effect, that
more people came in visual and physical contact of the goods housed at the
stores of DLF Emporio; and that’s an awesome accomplishment.
The beauty of it all was, except one
or two, most of the stores weren’t selling any items at reduced prices, yet so
many people walked away with shopping bags in their hands and/ or mental
commitments to get a particular item on display at a later time frame. Kudos to
Vogue for this concept and for DLF Emporio to host this event!
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