MONTEGO BAY, St James — SCORES of retailers participating the Jamaica Observer's celebration of Fashion's Night Out (FNO) in this resort city tomorrow night are excited about the initiative, which they believe will be beneficial to both retailers and shoppers.

"I am so excited about this experience! Western Jamaica has been dying for something like this and I am pleased to be a part of it by making the hottest brands available. There's Nine West; Ann Taylor, Banana Republic and Kasper to name just a few. I'll be offering huge discounts, but you'll have to come and see to find out just how huge," said Gillian Elliot, proprietor of Gillian's House of Fashion on Union Street.

Karen Cameron, the store manager at Xtras, shop 4 in the Fairview Shopping Centre, is also very excited, having heard about the success of the event in Kingston last year.

"We are excited; it's new to us and I really believe that it can only do good from the merchants and the customers," she argued.

Cameron said her store will be offering between 25 and 70 per cent discounts on a number of popular brands.

"For instance there will be huge discounts on Kathy Van Zeeland, Nicole, Chocolate, Big Buddha and Kenneth Cole handbags; brands on shoes such as Chinese Laundry, Nicol Restricted, Feychelles, and a wide array of clothing and accessories," she noted.

Anne Chang, a director of Fontana Pharmacy, disclosed that a 25 per cent discount will be offered on all LA Girl cosmetics, toys and party items, household items and home decor, during the 5:00 pm to 10:00 pm event at their store, located also in the Fairview Shopping Centre.

Chang said shoppers will also be treated to free samplings, sponsored by J Wray and Nephew and Rain Forest Seafoods.

"We are really excited to be a part of it (FNO) although I don't think people think about us as fashion but being a major retailer here we think it is important to support any major initiatives for retail," an elated Chang told the Observer West.

In addition to dramatically slashing prices, both branches of Maxie's Department store in the resort city are also planning to entertain the expected heavy influx of customers.

"We will be offering a general store-wide 25 per cent discount on all items in the store. But we will also have discounts on special items such as ladies' tops, jeans, dresses, shirts of up to 75 per cent and there will be lots of entertainment," said Remekie Mc Intosh, the branch manager at Maxie's in the Fairview Shopping Centre.

"In recent days we have received a lot of positive feedback and we are very confident that there will be a massive turnout at our stores," he said.

Otis Reid, the manager of Anaya'a Fashion Jewelry, in the recently opened Whitter Village in Ironshore told the Observer West that his store will be offering up to 30 per cent discounts on a wide range of bracelets, necklaces, bangles, rings, belts and scarves.

"We are looking for an increase in sales but in addition we know that we are going to get the opportunity to increase awareness and so people will know what we have so when they are ready to buy they will come back," he explained.

Rajesh Kripalani, who along with his wife Neha operate the Deja Vu store in the Shoppes of RoseHall, endorsed the sentiment.

"Even if people don't buy now, at least they will see what we have so when they are ready to buy they will come and do so."

Lee's Fifth Avenue Department store is offering a general 20 per cent discount on all items and as much as 70 per cent on some dresses, blouses, skirts and shoes.

"We have great expectations; we have even increased our stocks in store in anticipation," said Shurnette Henry, the assistant manager.

At the nearby Nnats Complex City Lighting and Home Accessories is offering between five and 15 per cent discounts on all items in the store.

They stock a wide variety of chandeliers, pendant lights, decorative fans, ceiling lights and wall lights, table lamps.

At A& E Make-up World at the F&S Complex on Union Street, manager Anne Brooks is offering discounts of 10 per cent upwards on facial, body waxing massages and a wide range of make up and skin care products, including, brands such as MAC, Black opal, Mary Kay, Iman, Jen care Neutrigena and Revlon.

She will also be offering free skin analysis, while customers making purchases in excess of $5,000 will receive free gift items.

Champagne will also be offered on the hour, she said.

"I am somewhat excited about the initiative even though I believe that it would be better if it was held on the month end, or not so close to back to school," Brooks argued.

Hope Sterling of Sterling's Refrigeration and Fashion Hut commended the Observer.

"The Observer must be commended. The exposure that we are going to get from it is invaluable so even if people don't but a lot this year, I am sure that we will be satisfied," she argued.

She is offering up to 50 per cent discount on brands such as American Eagle, Misha, Gap and Aeropostale.

Persons interested in purchasing footwear will not be left out, as the store will be offering as much as 75 per cent off on shoes. Those purchasing spare parts for appliances will receive as much as 25 per cent discount on most items.

"There will also be lots of giveaways," Sterling said.

"For example, if you purchase a pair of shoes, you will get a pair of socks or stockings."

Both locations of the Norma Webster Salon -- Bay West Centre, and Fairview Shopping Centre -- will be offering customers 20 per cent discount on service and 10 per cent on products.

Norma Webster offers their own line of cosmetics and skincare products, also stocks haircare products such as Redken and Mizani among others.

The Y also offer haircare services, make-up applications, spa manicure, spa pedicure and minx nails.

Monique Webster who partners her mother, In the business is elated to be involved in tomorrow night's event.

"Last year Kingston had the opportunity to have this event, Montego Bay and western Jamaica were not involved so this is a new concept for us so we are looking forward to it," she said.

She said that Caribbean Producers Jamaica will be sponsoring a cocktail party at the Fairview location.

And Ann-Marie Cadogan, proprietor of the Elegance Boutique, said FNO is great idea that should boost sales.

"Of course we will be giving huge discounts of up to 70 per cent on clothes for all occasions and the experience is going to be a really exciting one with great customer service to enhance the shopping experience," she said.

— Additional reporting by Horace Hines

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