In an online rendition of Vogue’s Fashion Night Out, where readers enjoy discounts in designated shopping malls, Vogue Online Shopping Night promotes shopping in online stores. Vogue’s second Online Shopping Night is held tonight, 30 November 2011.

“Vogue Australia has been online for 11 years, which is a long time in Internet years,” says brand manager, Gabriella Somervaille. “Mirroring the way we support retailers with Vogue Fashion’s Night Out. We want to support online retailers, big and small, with Vogue’s Online Shopping Night.”

Social Media

“Vogue’s Fashion Night Out and Online Shopping Night have their own Facebook page. Of course, we tweet, tumblr and link to the event whenever we can,” says Somervaille. “Social media is huge for us, says Somervaille. “We have really wonderful social media friends and we want them to get the inside scoop on the best deals on the night.” 

A hashtag (#VOSN) has been established for the night and celebrity Dannii Minogue, face of participating beauty brand Model Co. will tweet during the event. “Dannii Minogue has been incredibly supportive. She’s a true Twitter professional and has re-tweeted many of our tweets,” Somervaille shares.

Individual brands also send emails to their databases and promote the night on their sites.

Brands

Predominantly beauty and fashion brands are represented from across SME to large department stores. “We wanted it to be a true mix of Australian e-tail,” says Somervaille. “We have big brands like David Jones, heritage beauty brands like Estee Lauder and then we have young, up and coming designers like Elke Kramer.”

A full list of retailers can be viewed on the Vogue website together with Vogue editors picks and coverage (including video). 

vogue.com.au