Fashion Night Out
By Chie Davis
Source: Jamaica Observer

The concept for Fashion Night Out (FNO) was one conceived of global proportions, spanning from Japan to India, France, the US and now the Caribbean. The event was created last spring by a collective of thirteen international editors and publishers from international Vogues, to remind everyone that a little retail therapy is healthy.

While the FNO display that took place in Kingston was inspired by what took place on a global level, the actual execution was the brainchild of Jamaica Observer Lifestyle Editor, Novia McDonald-Whyte, and her team. It is not affiliated with Vogue Magazine’s Fashion Night Out. Carving out Jamaica’s very own stimulus package, Kingston was overflowing with shop owners and patrons on the inaugural staging of the event on October 29th. Hailed a “smashing success” by McDonald-Whyte she describes the event as “…easily the Caribbean’s largest retail effort as boutiques and department stores across the island’s capital slashed prices – some by as much as 75% for one night only, between 5:00pm and 10:00pm.” The ambience was set to maximize retail therapy with music, refreshments, giveaways, celebrity autograph signings and sightings.”

With over 300 retailers involved and local designers equally as eager to present their wears via trunk shows – for shop owners, sales clerks and consumers, Fashion Night Out could not have come at a better time. With commerce squashed by one of the most ruthless economic recessions in recent history, panicked consumers put a super grip on their wallets – dashing fears of dwindling paychecks and unemployment. According to figures presented by the Statistical Institute of Jamaica (STATIN) the current fourth quarter represents a “…continuous decline in the Jamaican economy. The impact was evident in the performance of the goods-producing industries, which fell by 5.8%” This compares to 2008 figures, examining the same quarter citing a decline of 3.7%, says STATIN.

Like business communities worldwide, Jamaican retailers are searching for creative incentives to boost sales, particularly now with the onset of the holiday shopping season. Pointing out that the global challenge surpasses shopping simply for fashion’s sake, McDonald –Whyte explains, “if we don't shop, people lose their jobs - really, it's as simple as that.”

Boutique owner Sophia Max Brown notes, "The timing of Fashion's Night Out is perfect because we don't have anything to stimulate shopping right now. Fashion's Night Out will allow us to do it collectively."

According to the Business Observer, a majority of merchants are echoing the same concerns with “year - to – year revenue declines by as much as 50%” In addition to a tough economy they say that this “...downturn in consumer activity locally was triggered by the crumbling of the unregulated financial organizations (UFOs) such as Olint and Cash Plus, which offered high monthly returns.” Sanjay Harjani of Kingston jewelry store House of Gold recalls "...around the first half of last year, we started to see a downturn because all that 'free' money that was circulating started drying up and no one was spending anymore."

For merchants and shoppers Fashion Night Out transformed a grim situation into a celebratory night for all. It is now an event that all hope will grow and be built upon for years to come. While next year’s date for FNO has not yet been determined, McDonald – Whyte says it's a definite go!

Local comments about the event include:

“Bravo, great move. It's innovations like these that make the difference.”
- Warren

“Sensational move, congrats to the creative minds. A good opportunity to move the money around. GREAT JOB, LOTS OF HAPPY FACES. Do it again. Home improvement, agri, retails, supermarkets etc, etc, get on board. More happy faces, less crime, nicer Jamaica!”
–Sir

“I am glad to see that business people in Jamaica are beginning to realize that if you give people REAL value, REAL bargains, that good business can be done. Let us hope the trend continues, so that you don't have to feel so cheated every time you make a purchase in Jamaica.”
- Big Mo