Vogue Shopping Experience was a kind of Fashion’s Night Out organized by Vogue Mexico, with the sole purpose of promoting fashion in Mexico, specially in Masaryk Avenue. Stores such as Chanel, Louis Vuitton, Hermès, Marc Jacobs, Gucci, Tiffany & Co, and more, took part in this event.
Being compared with Fashion’s Night Out, specially this year’s, was a difficult standard for our Vogue Shopping Experience to reach. All the attendees were expecting glamour, fashion, cocktails and fun. Basically, that was achieved but more than one person went home disappointed.
Although the organization was good, the promotion of Vogue Shopping Experience as well as the special events in each store were kept pretty simple. Cocktails and snacks were the rigorous in each one. Some of them tried to include the consumer with their own products, like Hermès, which held a brief course of how to style your scarf. The Vogue Passport was a nice touch, even an innovative one, but was quickly out-shined by the lack of creativity in the rest of the event. Even the allowance to take photographs was restricted, which only made more difficult to spread the word and support this event.
Maybe next year we will find a more concrete image of the event, more people in the streets, and more atractive events in each store. The important is that this doesn’t remain in a single effort, and that Vogue Mexico continues to organize, promote and improve this type of events; I’m certainly hoping for Vogue Shopping Experience to be way much better next year.