2. Part 6: Fashion Promotion
Chapter 23
Special Event Fashion Shows

3. 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

4. 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

5. 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

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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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?