The event was established in 2009 by Vogue editor in chief Anna Wintour and CFDA president and designer Diane von Furstenberg as a way to bring shoppers into stores without resorting to traditional discount tactics. To achieve that end, many retailers organize parties, celebrity appearances and sweepstakes, and offer limited-edition merchandise at their flagship stores. Many also encourage customers to join in the festivities via their desktops and mobile phones for greater engagement and marketing reach.
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