Fashion's Night Out is returning to cities and stores across the globe for its fourth year on Thursday.
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.
We've highlighted many of the events with digital and mobile tie-ins above. For a full list of events, head over to fashionsnightout.com.