While Neiman Marcus did the traditional thing and I can’t say I would expect anything more from them, there were alternative ways of using the NYC derived event for Fashion’s Night Out with stores open longer, providing sips and snacks and maybe some bargains or at least some fun in the process.
Fred Segal Melrose’s went all out with singers AM and Lelia Broussard (see earlier post about their appearances), brand representatives and designers all making appearances and they were packed the neighborhood locals including the LA Times and California Apparel News . What’s weird is that neither seemed to be aware of or thought of “any other” events in LA.. as if google wouldn’t have brought up another event that I was invited to and did attend. Fashion’s Night Out: A Family Reunion sponsored by Trovata and Toms Shoes.
Trovata “family portrait”
The event entitled ” Fashion Night Out, A Family Reunion” was the brainchild of John Whitledge, Trovata CEO. While both brands were selliing products, it was more about a good reason to get people together: employees, colleagues, co-workers, people in buildings close to Toms Shoes HQ where the event was held as well as family, friends and friends yet to be made.
In support of Fashion’s Night Out, TOMS and Trovata teamed up to host a Family Reunion at the TOMS Shoes headquarters in Santa Monica, CA. While most Fashion’s Night Out events took place in New York City, a handful of brands on the West Coast joined the initiative to “promote retail, restore consumer confidence and celebrate fashion.” Participating brands and designers were encouraged to host nontraditional fashion events on the evening of September 10th, and it was the clever idea of Trovata founder and CEO John Whitledge to put on a Family Reunion.
Blake Mycoskie’s Family Reunion Portrait– everyone in the photo is a faux member — dressed up to be a specific person in Blake’s family including a faux Blake!
TOMS and Trovata encouraged friends, clients, family, neighbors, fans and supporters to attend the event dressed as iconic families. Three unique photo booths were set up at the event for families to have their portrait taken, with the best family portrait receiving a $1,000 shopping spree from the two brands.
Tom’s Van “marked” the spot for the party!
“TOMS really wouldn’t be where we are today without John’s [Whitledge] support from the beginning. This really does feel like a family reunion tonight!” said TOMS founder, Blake Mycoskie.
The Flintstones attended too
This fashion night out was more than a “fashion night out” — more than just about sellling clothing or shoes– though both had products to sell:
Trovata fashion line display.
Toms new Cordones shoes — worn with or without laces was on display along with traditional styles
Toms’ Shoe Display
Nika Water participated in this event. It gives back too much like Toms Shoes– but differently. Check it out at www.nikawater.org
An employee from Toms Shoes who dressed up as “Octomom”…very creative.
I have to say since I attended this party — and had invited about 4-6 people (who all had to beg off due to other commitments) — that despite not knowing anyone at this event, it was really fun. The people were very friendly. I met Blake Mycoskie very briefly– shaking hands. I bought 2 pairs of shoes. I “wish” I could have bought a couple things from Trovata but that would have burned a huge whole in the plastic. (I love Trovata. I find it interesting and innovative and I saw things I really wanted.. alas.. car repairs do make a dent in the card).
This party was less about the sales of the products and more about bonding with clients, colleagues, employees, friends, family, co-workers, yet-to-be-met friends. I spoke with at least 5 people from Toms Shoes– one who had been working there about a couple weeks, another who had been there 3 months and another person who had been there 2 years. The corporate culture is very laid back but still fervent with its’ purpose about giving back. So while Fashion Night Out for other venues was about selling lots of things, I think what Trovata and Toms Shoes did was sell a lot of good will and good feelings about both brands– commodities that are quite rare these days.
Stevie Wilson
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