What do you get when you stick 200 well-heeled shopaholics into a chic clothing boutique after-hours? According to The New York Times, you have a shopping party, an “offshoot of the trunk show--only less formal,” where “store owners send invitations to their best customers, friends, fashion editors, stylists, models and celebrities to come shop, usually after hours.” The point: “The whole idea is also to drum up business, and shopping nights are a slick way to get customers to splurge. One obvious inducement is to give them access to merchandise before it is available to mere mortals.” Stefani Greenfield, the owner of SoHo's Scoop boutique, raked in $15,000 at a recent event held to debut Marc Jacobs' new line. The parties evoke the mood of “hanging out with your girlfriends and playing dress-up,” according to Sarah Hailes of the Kirna Zabete boutique. But don't go overboard on the catering: At the Scoop party, “there was a ton of food left over. These girls like shopping better than eating.”
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