Part 6: Fashion Promotion Chapter 23 Special Event Fashion Shows

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

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

Types of Fashion Shows Production Formal runway Informal 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

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

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

Budget Revenues Expenses 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

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

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

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

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

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

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

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

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

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?