For brand Ralph Lauren, the citywide event that took place last Friday, was a major improvement from the previous year. “It was a bonanza of a success,” Ralph Lauren VP of marketing David Lauren said. “People had more time to get organized and more people understood what the mission was this year.”
Stuart Weitzman, who spent FNO making appearances at his Columbus Circle and Madison Avenue locations, said the night drew more consumers into his stores than last year’s event. “It was a blast,” Weitzman said. “Our stores were filled with customers shopping the fall line all night.” The designer added that being open until 11 p.m. instead of closing at the normal 6 p.m. time helped add to sales.
The 2010 event equated to more than just extra foot traffic for French Sole’s three locations. “We did an enormous amount of sales,“ owner Randy Ochart said. “It was a phenomenal night for all three stores.” The retailer doubled the projected sales on FNO, and Ochart added that his newest store, French Sole Comfort, doubled its best sales day.
After a successful turnout last Friday at Nine West’s Fifth Avenue and 53rd Street shops, VP of marketing Debbi Woloshin said she is already thinking about FNO 2011. “Last year was big, but this was even bigger,” Woloshin said. “Every year we plan to mix it up and keep it exciting.”