The upside to Fashion's Night Out = the potential for a sighting of some from the fashionably famous, the excitement, the booze. The downside = the people, the fashion (basically impossible to shop) and the people.
Every year we have clients participate in some capacity within this interesting "shopping" night and this year, our client BULLDOG GIN, nails it. If you're going to join in the festivities as a premium gin brand, serving simple & refreshing London Lemonade cocktails at British stores is the way to go.
Then, when the fashionistas are tired of braving the crowds for a glimpse of Gwen or Gwyneth, invite them to an after party, just far enough off the beaten path to where the people you want to be there will be there. Chronicle it all through social media - inviting fans, friends, followers to join in the festivities.
We look forward to making our way there as a fun escape from the FNO madness.