The second annual Fashion's Night Out is set to take place on September 10, bringing shoppers together with retailers and influencers from the fashion world. Started by Vogue editor-in-chief Anna Wintour, along with the Council of Fashion Designers of America and NYC & Company, the event was all about boosting retail sales when it launched in 2009. This year, the program is expanding with more participation, including a public fashion show at Lincoln Center, and will have staggered events around the world.
Vogue's participation–and leadership–in this event is indicative of more than just its high profile within the fashion industry. It's a trend among media companies, as they use events and other tactics to bring their brands off the page and into consumers' lives, tech products, and wallets.
Another Conde Nast title, Gourmet, which was shuttered in 2009, has come back as a digital product, and this week also announced it will be producing three newsstand-only editions, focusing on cookbooks. Even within the news and political world, conservative Fox News host Glenn Beck led a rally on August 28 in Washington, and launched the website TheBlaze.com, in order to cover overlooked stories, he said, and bring together viewers of his show.
In a world where traditional media has seen better days, these companies and individuals are well served to expand their brand beyond the page and TV. Websites and social media are one tactic to do so, but more and more, companies are bringing their pages and content to life.
With these events and special initiatives, Vogue, Gourmet, and Beck are building buzz, keeping their outlets in the minds of consumers, and perhaps encouraging other promotional partnerships or advertisements down the line.
While PR and media outlets are often on opposite sides of a story, this time they are working together, as even well-known media outlets need to build buzz and expand their presence in order to stay afloat. With more digital options for consuming media, and with consumers willing and interested in interacting with brands in various forms, this trend for media outlets will only grow.