Shoppers stroll past the four-story Ferris wheel that was erected on Rodeo Drive in Beverly Hills. (Allen J. Schaben, Los Angeles Times / September 9, 2010) All across L.A., designers, retailers and shoppers revved up for the second annual Fashion's Night Out, an evening devoted to style and spending. It appears to have paid off. By Melissa MagsaysayLos Angeles Times Staff Writer September 19, 2010 Like 19 people like this. Sign In Mobile Site Subscribe/Manage Account Print Ads Place An Ad LAT Store Jobs Cars Real Estate Rentals More Classifieds IN THE NEWS: SALLY MENKE HOME PRICES MACAR THUR FOUNDAT ION DEATH PENALTY HEAT IMAGE LOCAL U.S. WORLD BUSINESS SPORTS ENTERTAINMENT HEALTH LIVING TRAVEL OPINION MORE Search GO They came, they saw, they shopped E- mail Print Share Text Size Angelenos headed out en masse for some "shopping- tainment" Sept. 10 during second Fashion's Night Out, a celebration that reverberated from Newport Beach to the M T W Th F Sa Su Hot List: Things to Do » What: Restaurants Where: Hollywood GO Restaurants | Theater & Stage | Nightlife | Festivals | Concerts | Galleries & Museums The Latest | NEWS AS IT HAPPENS Barnes & Noble stays in Leonard Riggio's hands- Jacket Copy09/28/2010, 11:41 a.m. Attorneys give six hours to file papers on California execution- L.A. Now09/28/2010, 11:18 a.m. advertisement HOME FOOD IMAGE BOOKS PARENTING HOT LIST BRAND X MAGAZINE YOUR SCENE CARS 10 tweets retweet 10 tweets retweet 1diggdigg 19 Share RELATED Fashion' s Ni ght Out 2010 a s uc cess i n Los Angele s - la ti mes.com fil e: /// User s/ kr amer a/ Desktop/ la-i g- fnout- 20100919,0,6374137.s... 1 of 5 9/28/10 12:08 PM
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8/8/2019 Fashion's Night Out 2010 a Success in Los Angeles - Latimes
Shoppers stroll past the four-story Ferris wheel that was erected on Rodeo Drive in Beverly Hills. (Allen J. Schaben, Los Angeles Times / September 9, 2010)
All across L.A., designers, retailers and shoppers revved up for the second annual Fashion's
Night Out, an evening devoted to style and spending. It appears to have paid off.
By Melissa Magsaysay
Los Angeles Times Staff Writer
September 19, 2010
Like 19 people like this.
Sign In Mobile Site Subscribe/Manage Account Print Ads Place An Ad LAT Store Jobs Cars Real Estate Rentals More Classifieds
IN THE NEWS: S ALLY MENKE HOME PRICES MACA RTHUR FOUNDA TION DEATH PENALTY HEAT
IMAGE
LOCAL U.S. WORLD BUSINESS SPORTS ENTERTAINMENT HEALTH LIVING TRAVEL OPINION MORE Search GO
They came, they saw, they shopped
E- mai l Pri nt Share Tex t Size
Angelenos headed out en masse for some "shopping-
tainment" Sept. 10 during second Fashion's Night Out, a
celebration that reverberated from Newport Beach to the
M T W Th F Sa
Su
Hot List: Things to Do »
What: Restaurants
Where: Hollywood
GO
Restaurants | Theater & Stage | Nightlife |
Festivals | Concerts | Galleries & Museums
The Latest | NEWS AS IT HAPPENS
Barnes & Noble stays in Leonard Riggio's hands -
Jacket Copy 09/28/2010, 11:41 a.m.
Attorneys give six hours to file papers on California
execution - L.A. Now 09/28/2010, 11:18 a.m.
adver t isement
HOME FOOD IMAGE BOOKS PARENTING HOT LIST BRAND X MAGAZINE YOUR SCENE CARS
10tweets
retweet
10tweets
retweet
1diggdigg
19
Share
RELATED
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8/8/2019 Fashion's Night Out 2010 a Success in Los Angeles - Latimes
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In Beverly Hills, high-end shopping felt more accessible than usual on the posh strip of Rodeo Drive
from Little Santa Monica to Wilshire boulevards due to a festive atmosphere, a Ferris wheel, food
trucks and Weezer's song "Beverly Hills" blaring from loudspeakers up and down the street.
Celine Liu and Una Wu, visiting from Taiwan, purchased jewelry and clothes from Juicy Couture,
taking advantage of the stores' 30% discount for the night. Jourdan Rashing, 12, strolled with her
mother toward the Guess store after stopping for sustenance at a grilled cheese food truck that was
serving a "fashion" sandwich containing spare ribs, cheese and caramelized onions.
Just across Wilshire at Neiman Marcus, the event's purpose — to get people shopping and spending —
was obvious. Ladies who lunch came with their friends, mothers and shopping buddies in tow to flood
each floor of the department store and, well, shop, shop, shop.
Lorena Frcek of Brentwood attended the Neiman's event with her mother, and the two definitely got
their shop on, purchasing some black jeans from CJ by Cookie Johnson (which was a featured product
after Johnson staged a fashion show using the store's centrally located escalators as a runway) as well
as plenty of beauty and skin care products. "I've been shopping at Neiman's for 20 years," said Frcek,
who attended Fashion's Night Out in 2009 too. "I had a blast last year, but I definitely bought more
this year."
For designer David Meister, his first Fashion's Night Out proved a big success, with sales of his special
occasion dresses adding up during his personal appearance on the second floor of the department
store. "This is a great event for getting more people out. It makes shopping more approachable," hesaid "The atmosphere may be like a party, but it also really promotes the retail business. It's a win-win
for everyone."
That sentiment rang true with several store owners who saw major foot traffic bringing in new
customers. Zainab Sumu, whose boutique Zainab sits farther east on Melrose near La Brea Avenue,
had about 80 guests, many of whom snapped up the official "Fashion's Night Out" T-shirt as well as
accessories. Sumu, whose boutique has been open for less than a year, said she found the event to be
promising. "As time goes on, it will get even better," she said. "I will definitely participate again next
year. Next year and [in] the years to come, people will understand that it's a night to support fashion
and really buy."
"We doubled a typical Friday in sales," said Beckley owner Melissa Richardson, who had a fleet of pedi
cabs running customers from her store on Melrose to neighboring boutiques across La Cienega
Boulevard. "Everyone in the community really embraced Fashion's Night Out, and we'll definitely do
it again next year. It brings new faces to the store, and it's clear people are really starting to shopagain. This feels like a turning point."
Raha Lewis and Daina Beth Solomon contributed to this report.