GoodheartWillcox Publisher Fashion Marketing

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(No Transcript)
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Part 6 Fashion Promotion

• Chapter 23
• Special Event Fashion Shows

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Objectives

• Explain the many purposes of fashion shows
• List the main types of fashion shows
• Identify the different aspects of planning for
  fashion shows
• Discuss the coordination of merchandise and
  models for the final lineup of fashion shows
• Summarize the coordination of the physical
  layout, music, choreography, and commentary of
  fashion shows
• Explain the aspects of promoting and presenting a
  smooth fashion show performance
• Describe the follow-up and evaluation procedures
  for fashion shows

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Purposes of Fashion Shows

• To entertain while presenting latest fashion
  apparel and accessories on live models
• To promote designers and manufacturers
  collections
• To inform manufacturers, buyers, retail
  customers, and the media
• To educate sales staff and customers about latest
  trends, fabrics, and colors
• To promote store image

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Types of Fashion Shows

• Production
• Most elaborate and expensive
• Include backdrops, lighting, music, and
  entertainment
• Formal runway
• Parading on a runway in a certain order
• Aimed at certain consumers or specialty retail
  buyers
• Informal
• Models walk through showroom or store

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Planning Fashion Shows

• Organizing committees
• Merchandise
• Promotion
• Commentary
• Model
• Staging
• Hospitality
• Fashion show coordinator
• In charge of entire production

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Other Planning Considerations

• Guaranteed audience
• Established before show is organized and
  attendance guaranteed
• Created audience
• Through publicity after show is planned
• Theme
• Timing and location
• Safety and security
• Merchandise, equipment, participants, and audience

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Budget

• Revenues
• Ticket sales, sponsorship monies, or company
  promotion budget
• Expenses
• Physical facility rent, props, staging,
  lighting, tables, chairs, decorations
• Equipment music, PA system, photographer/video
  crew
• Advertising photos, ads, media, tickets,
  programs
• Merchandise repairs, losses, security
• Personnel, hospitality, insurance, taxes, and
  emergency reserve

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Merchandise Selection

• Choose the best garments, shoes, and accessories
  that represent the latest trends
• Merchandise should match age, sex, lifestyle, and
  spending habits of audience
• Present 5 to 8 categories
• From casual to dramatic
• Loan record is kept for borrowed merchandise

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Model Selection Criteria

• Should be able to promote outfits to audience in
  a believable way
• Attractive, well-groomed, good hair and skin
• Need not be beautiful, but should be
  well-proportioned to fit standard apparel sizes
• Should be professional and cooperative at all
  times
• Untrained models need coaching on walking,
  posing, turning, and facial expressions

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Coordinating Layout, Music, and Choreography

• All must work together to enhance the theme and
  have the show run smoothly
• 32 to 40 foot runway, 4 feet wide
• Dressing area adjacent to runway
• Music taped or live
• Music mix to define mood and relate to audience
• Choreography plans models walking and
  interaction
• Rehearse walks, turns, pivots

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Commentary

• Describes garments and accessory details that
  might be overlooked
• Commentator is expert who interprets trends for
  the audience
• Ties theme and fashion categories of the show
  together
• Cards, scripted, or ad lib commentaries are
  acceptable
• No commentary at manufacturers shows for buyers

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Promoting the Show

• Press releases to fashion editors of newspapers
  and magazines advertisements
• Radio and television stations contacted for
  public service announcements or ads
• Signs and posters in high traffic areas
• Promote to schools and civic groups
• Invitations
• Tickets and programs

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Rehearsals

• Practice sessions to rehearse choreography
• Full dress rehearsal
• Includes apparel changes, lights, music,
  staging, and choreography
• Final lineup and changes posted backstage in
  dressing areas

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Show Time!

• Models should arrive 30 to 60 minutes before
  scheduled start
• Hair and makeup should be done (unless provided)
• Models should bring classic casual and dress
  shoes, as well as selection of extra jewelry,
  belts, and other accessories
• Dressers help models change
• Starters get models on stage in correct order

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Follow-up and Evaluation

• After the show
• Striking the stage
• Return garments and accessories
• All hangtags attached
• Thank you notes sent
• Bills paid
• Evaluations done by each committee chair and
  member
• Evaluations kept to make next show even better

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Do You Know . . .

• Why is a theme a necessary part of a fashion
  show?
• What are the suggested duties of each of the
  fashion show committees?
• What is involved in striking a stage?