After Fashion Night Out, Where Is Fashion Night Online?
Lessons in luxury, brand experience and purpose from digital brand strategist Marissa Vosper of Wolff Olins.
Fashion Night Out (FNO) is more than a successful publicity stunt with corresponding t-shirts and celebutantes — it is a reminder of what great retail can, and should be: Social. Experimental. Interactive. Cross-Category. And most importantly, fun. Something about the event manages to get people away from their screens and out into the streets. It is a reminder of why brick and mortar stores still matter and why shopping, live, is irreplaceable.
For the luxury sector, expressing an offline allure is the ultimate challenge in a digital world. Without the ability to touch and feel, for example, how does a luxury retail brand signal high quality and craftsmanship? In a completely open medium, how can a luxury retailer maintain an air of exclusivity?