Retailer FAQ

GENERAL EVENT QUESTIONS

Q: May any retailer host a Fashion's Night Out event?

A: "Fashion's Night Out" is a registered trademark. Only participants who have submitted applications through the Fashion's Night Out Web site and who have been approved may officially refer to their festivities as "Fashion's Night Out" events. To register, see the Registration section below.

Q: When is Fashion's Night Out?

A: The official hours are 6:00 - 11:00 P.M. on Thursday, September 6, 2012. You are more than welcome to host online and in-store events before and/or after the official hours on September 6, as long as such events are in line with the mission of Fashion's Night Out.

Q: Can I host a Fashion's Night Out event on a different date or time?

A: No. The official hours of Fashion's Night Out are 6:00 pm-11:00 pm on Thursday, September 6, 2012.

Q: May I promote my daytime and after-hours events on FashionsNightOut.com?

A: No, we are only able to promote events that occur during the official hours of Fashion's Night Out (6:00 - 11:00 P.M.) on Thursday, September 6, 2012. But please feel free to publicize your daytime and/or after-hours events for September 6 on your own.

Q: May I host a private event that is not open to the public?

A: No. Fashion's Night Out was created to celebrate fashion, restore consumer confidence, and boost the industry's economy. Therefore, only registered events that are open to everyone can be promoted as official Fashion's Night Out events.

Q: May I charge admission to my event?

A: No. While participating retailers can profit from hosting a successful shopping event, the Terms and Conditions clearly state that Fashion's Night Out retailers cannot charge consumers for participating in their events.

Q: I am a consignment, thrift, or previously owned shop. May I participate in Fashion's Night Out?

A: The mission of Fashion's Night Out is to support the fashion industry through the promotion of full-price merchandise. In order for retailers to participate in Fashion's Night Out, they must keep in line with this objective when planning their events. If your store does not carry full priced-products but you would like to participate, a suggestion is to have a special Fashion's Night Out shop for the night of September 6 with only full-price products that you would promote. (For example, products from the official Fashion's Night Out 2012 collection.)

Q: Can the Fashion's Night Out team provide models, celebrities, food, or beverages for my store event?

A: Though we would love to support each and every event, individual retailers are responsible for creating and producing their own events, programs, and highlights.

Q: May I offer discounts as shopping incentives?

A: The goal of Fashion's Night Out is to celebrate and support the fashion and retail industries, so discount promotions are discouraged and cannot be promoted by the Fashion's Night Out team. Instead, we urge you to take advantage of Fashion's Night Out to promote full-price shopping and new deliveries with creative incentives.

Q: Can my Fashion's Night Out merchandise benefit a charity?

A: Absolutely! The official beneficiary charity of the Fashion's Night Out collection is the New York City AIDS Fund in the Community Trust. If you would like a portion of your retail sales to benefit the NYCAF, contact fnocollection@cfda.com. Participants are not required to make a donation to a charity and may support any charity of their choice.

OUTSIDE NYC

Q: Where else is Fashion's Night Out happening?

A: For a list of other countries hosting Fashion's Night Out events, click here. Each individual country oversees their own Fashion's Night Out plans, so please be sure to contact them directly.

Q: How do I register an event in the Continental US or Canada?

A: If you would like to host an event in Canada or Puerto Rico, please contact info@fashionsnightout.com for registration assistance.

Q: How can I register my city as an official FNO participant?

A: Only members of the following groups may officially register and promote their cities as Fashion's Night Out hosts:

• Chamber of Commerce
• Mayor's office
• Convention and Visitors Bureau
• A public relations/events company providing a letter of endorsement from your city's mayor's office

Unfortunately, individuals who do not meet the above requirements will not be approved when registering a city. Individual groups may host Fashion's Night Out events under their own names, provided they meet the guidelines and requirements of Fashion's Night Out. For more information, please email outsidenyc@fashionsnightout.com.

Q: Is there a local contact that is organizing FNO in my city?

A: Registration for Fashion's Night Out is being centralized and approved by the team in New York City. However, the New York offices are not able to oversee each city's mobilization and organization efforts directly. Please email us at outsidenyc@fashionsnightout.com to find out if there is a local designated contact that Fashion's Night Out has approved in your area.

Q: Is my local representative an official FNO representative?

A: No, only the New York City team works directly for Fashion's Night Out. However, your local contact will likely be a good source of information about events and other retailers involved in your area.

Q: May I secure local sponsors for my FNO event?

A: Yes, but you must identify the sponsors of your individuals events as "Local Sponsors" on any and all marketing materials (including but not limited to: Web site, print collateral, advertising, and social media) and include the official Fashion's Night Out sponsors as "National Sponsors" (to obtain high resolution files of the national sponsors' logos e-mail info@fashionsnightout.com). Do not refer to local sponsors as "Fashion's Night Out sponsors." Please note: any and all items and materials must be submitted to and approved by the Fashion's Night Out team before official production and use. This approval process takes 3 business days.

Q: Why is there a fee for retailers outside NYC?

A: The annual administrative fee of $250 per brand (which includes all store locations of that brand) helps cover costs associated with processing applications.

Q: How do I pay the $250 registration fee?

A: When you are logged into your Fashion's Night Out account, under "Resources" there will be a link that says "Attention Outside NYC Retailers". Click on the link, which will direct you to the Fashion's Night Out PayPal account.

Q: Are there any additional local fees?

A: No, the annual $250 administrative fee is the only Fashion's Night Out fee required to be an official participant in 2012. Guests and vendors may not be charged to attend or participate in Fashion's Night Out events for the profit of the organizer.

Q: I would like my event to extend to the street/area outside of my store. Is there anything that I need to know?

A: The Fashion's Night Out team does not oversee city permitting, but we recommend that you reach out to your city's permitting office for the necessary application and procedures.
If your event is in NYC, and you have activities taking place outside of your store, a permit from the mayor's Street Activity Permit Office (SAPO) will be required. An application and relevant fees will be assessed based on the impact, size and scope of the activity/event. Please click here to be directed to NYC's official site for the Street Activity Permit Office. You will find general information on when a permit is required, the process, and associated fees, which should be helpful when planning your events for this year's Fashion's Night Out.
*Please note that as of January 1, 2012 the SAPO fee schedule has been revised.

NON-RETAILER

Q: I am not a retailer. May I host a Fashion's Night Out event?

A: Only events hosted by retailers will be listed on the Fashion's Night Out Web site. If you are in the tourism or hospitality sector, and would like to highlight a special package celebrating Fashion's Night Out, please contact your local tourism/events offices to find out about marketing opportunities. NYC business owners should contact NYC & Company to be included in their Fashion's Night Out NYC listings on nycgo.com, and e-mail fashionsnightout@nycgo.com with any questions. In promoting your special package you must use Your Name "Celebrates" Fashion's Night Out (spelled out). Unfortunately, due to trademark regulation non-registered retailers are not permitted to use the Fashion's Night Out logo or refer to their events as "official".

Q: I am a charity. How may I get involved in Fashion's Night Out?

A: A charity may participate in Fashion's Night Out by partnering with retailers to become a beneficiary of their events.

Q: I am a salon. May I host a Fashion's Night Out event?

A: Yes. The mission of Fashion's Night Out is to support the fashion industry through the promotion of full-price merchandise. If you are a salon that sells products at retail, you can host an event that promotes the sale of these products, and provides services to help clients get ready for Fashion's Night Out. Please check our Terms and Conditions for guidelines to planning your event.

E-TAILERS/ONLINE RETAILERS

Q: I'm a retailer without e-commerce capabilities on my Web site. May I still participate as an online retailer in Fashion's Night Out?

A: Unfortunately, no. As one of the key elements of Fashion's Night Out's mission is to promote sales and boost the industry's economy, only e-tailers or online retailers with existing e-commerce capabilities are allowed to register as online participants of Fashion's Night Out.

Q: What kind of online event should I be planning on my Web site?

A: Like Fashion's Night Out participants with store locations, online retailers should create exciting and compelling online events that drive consumer traffic to their sites, for both shopping and general promotion. Some suggestions include product launches, exclusive flash-shopping events, unique video content, live streaming of events/interviews/games, etc.

REGISTRATION

Q: How do I register?

If you are a Returning Participant from 2011, follow the steps below:

1) Activate your 2011 locations.

• If you were the primary registered contact last year, you should have received an e-mail containing a link to the 2012 registration. Click the provided link, which will automatically log you in to the Web site.
• OR you can log in using your 2011 user name and password via the Retailer Log in Page

2) Once you have logged in, you will be prompted to confirm your contact details.

3) Select the Events & Locations tab to see a list of the locations that you registered in 2011.

• To reactivate any of these locations for 2012, select "Edit" and confirm or update the provided information.
• If a 2011 location will not be participating in 2012, select "Delete" to remove the listing from your account.

4) Add Additional 2012 Locations.

• Select "Inside NYC," "Outside NYC," or "Online."
• Fill out and submit the "Add New Location" Form
• Once the Fashion's Night Out team has approved your submission, you will be able to continually add and edit your details as you like.

5) Add Event Details.

• Select "Add Event" to add details about what will be taking place at each location (each location must include at least one event description by August 1 in order to be listed on the consumer Web site when it goes live in mid-August). A red bar will appear on each listing until you have submitted one event for that location.
• You may add up to 100 events per location, but all must be approved by the FNO team. Event details that have not been approved will be indicated as "pending."

*Please note the FNO team reserves the right to edit or change any details provided.

New Participant (I did not participate in 2011):

1) Go to the home page and select the red box that reads "Retailer/Designer Registration."

2) Click on "Register" and fill out the Account Registration form. You will receive notification via e-mail within 48 business hours if the FNO team has approved your account.

3) Once you have received notification that your account has been approved, log back in using your user name and password.

4) Add Locations

• Select "Inside NYC," "Outside NYC," or "Online."
• Fill out and submit the "Add New Location" Form.
• Once the Fashion's Night Out team has approved your submission, you will be able to continually add and edit your details, as you like.
• Read through the Terms and Conditions carefully.

5) Add Event Details

• Select "Add Event" to add details about what will be taking place at each location (each location must include at least one event description by August 1 in order to be listed on the consumer Web site when it goes live in mid-August). A red bar will appear on each listing until you have submitted one event for that location.
• Include as much information as possible. Don't worry if you are missing information or details have changed - you will be able to continually go back and update your details.
• You may add up to 100 events per location, but all must be approved by the FNO team. Event details that have not been approved will be indicated as "pending".

*Please note the FNO team reserves the right to edit or change any details provided.

6) Once you have submitted locations, you must e-mail a copy of your Certificate of Insurance to info@fashionsnightout.com

• A Certificate of Insurance can be obtained from your corporate office or insurance agency.
• The subject of the e-mail should be "C.O.I," and the documents should be included as an attachment.
• Certificates must list Advance Magazine Publishers, Inc. (Conde Nast's parent company), NYC & Company, and Council of Fashion Designers of America as additional insurees.
• Read the Terms & Conditions to verify the amount of coverage needed for each brand's individual locations.
• Designers/brands hosting an event in another participating retailer's store do not need to submit a separate C.O.I Check with your host location to ensure that they have submitted a C.O.I
• Malls may submit Certificates of Insurance to cover their tenants.

**Please note: Your event listing will not go live to the public with the consumer Web site launch in mid-August until the above criteria have been met (where applicable).

**If you would like to register an event in the Continental US or Canada please contact info@fashionsnightout.com for registration assistance.

Designer Participants without a Retail Location

If you are a designer or brand hosting an event in a department store or venue other than your own, enter the address of that location. Be sure to register your event as "Brand's Name at Venue Name."

PRESS

In general, the following rules apply:
- The Fashion's Night Out logo is a trademark and may not be altered in any way. Please refer to the Terms and Conditions before using the logo on any releases or marketing.
- Please DO NOT refer to the initiative as "Vogue's Fashion's Night Out."
- If you are sending out a press release that incorporates Fashion's Night Out into the copy, you must send it to us beforehand at press@fashionsnightout.com for review. Please allow 48 hours for turnaround.

Q: What's the best way to get the press interested in my event?

A: In short, be as creative as possible. The press will be interested in the most unique events because those are the most interesting to readers. The more interactive your event, the better (i.e., get customers involved! Let them design a product at your store or customize a tote or a pair of jeans).

We also recommend conducting press outreach collectively, e.g., by block, neighborhood, or BID (Business Improvement District) rather than individually, in order to tell a more exciting story. We also advise that you keep in close contact with your city's CVB or marketing organization for promotional support.

Q: What are other ways for us to promote our event?

A: We highly recommend that you create a splash page or Web site highlighting the special elements of your event. Online media will be more likely to promote what you are doing if they have a URL to which they can link.

Take advantage of your fans who already exist by sending out invitations and posting on your Facebook and Twitter feeds. Don't forget to like our Facebook page at https://www.facebook.com/pages/Fashions-Night-Out/79996199375?ref=ts to get up-to-the-minute information on the initiative itself.

You can also make your store part of the larger conversation by following us at @FNOnyc and using the #FNO hashtag when tweeting. Please send any information, questions, or comments to press@fashionsnightout.com.

FASHION'S NIGHT OUT COLLECTION

The official Fashion's Night Out collection will be available in the following styles:

• Women's short-sleeved T-shirt (Available in Black/White, Red/White, or Blue/White)
• Men's short-sleeved T-shirt (Available in Black/White, or Black/Grey)
• Women's long-sleeved T-shirt (Available in Black/Grey)
• Canvas tote bag (Available in Black/Black, Blue/Black)

Proceeds will go to the New York City AIDS Fund in the Community Trust. To view the entire collection, click here. To place a wholesale order, please e-mail fnocollection@cfda.com.

Q: How do I purchase pieces from the official Fashion's Night Out collection to sell in my store or online?

A: To place your wholesale orders, contact fnocollection@cfda.com. The deadline for orders to be placed is April 6, 2012. No orders will be accepted after this deadline.

Q: Do I need to make a donation to the New York City AIDS Fund based on my sales of the collection?

A: No. A donation (40% of the retail price) has been incorporated into the collection's wholesale price; so additional donations are not required.

Q: When can I begin selling my Fashion's Night Out collection online and/or at my store?

A: You can begin selling your Fashion's Night Out collection as soon as you receive your order. Orders are expected to arrive by mid- to late-August 2012.

Q: Where can I get pictures of the Fashion's Night Out collection for promotion?

A: The silhouette images of the Fashion's Night Out collection shown on the Web site may be used for promotional purposes only. The images may be requested by e-mailing info@fashionsnightout.com.

 

SPECIAL–EVENT PERMITS

Q: I'd like my event to extend to the street/area outside my store. Is there anything I need to know?

A: Yes! If your event is in NYC, any activity that takes place on the sidewalk and/or street outside your store, such as red-carpet arrivals or dispensing of food or other goods, requires a permit from the mayor's Street Activity Permit Office (SAPO). An application and relevant fees will be assessed based on the impact, size, and scope of the activity/event.

Please click here to be directed to NYC's official site for the Street Activity Permit Office. You will find general information on when a permit is required, the process, and associated fees, which should be helpful when you plan your events for this year's Fashion's Night Out.

When applying for a SAPO permit, please include a detailed description of the planned activity and a site plan. In addition, private security is required. Please keep in mind that additional permits may be necessary depending on the type of activity you wish to conduct outside your store. The SAPO staff will provide additional information once the initial application is submitted.

To facilitate the processing of the many anticipated applications for Fashion's Night Out, we are requiring submission of all applications by Friday, August 3, 2012. We cannot guarantee review of any application received after that date.

If your event is taking place outside NYC, please check with your local city's permitting office for the necessary applications and procedures.

CONTACTS

General information/To submit a C.O.I. contact: info@fashionsnightout.com

Outside NYC retailer contact: outsidenyc@fashionsnightout.com

Press requests/inquiries contact: press@fashionsnightout.com

FNO collection orders and questions contact: fnocollection@cfda.com

Permit questions contact: fashionsnightout@nycgo.com