fashion event coordinators

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INTRODUCTION TOFASHION EVENTCOORDINATION

TAFE SA Fashion Industry Training Services

TAFE SA CODE: HRCA


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Contents

CONTENTS

Introduction 1

What fashion events require a Fashion

Event Coordinator? 1

What is a Fashion Event Coordinator? 2

The job description 2

The personality profile 2

So do you have what it takes? 3

So are you suitable? 3

Employment opportunities 4

Areas of expertise 7

Delegating 7

Communication 7

Organisation 8

People skills 8

Working with Clients 9

What is the event? 9

Who are your clients? 9

Who are the key stakeholders and what

are they hoping to achieve? 9

Where are your markets? 10

Target markets 12

Developing your ideas 14Providing the clients with their vision 14

Providing a positive experience for your clients 15

Event calendar planning/brainstorming/exercise 15

International and local parade trends/

Fashion trends/themes 21

Creating a themed event 22

Clothing and accessories Brands/Designers 24


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Contents

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Important areas to consider when

organising your event 25

Planning 26

Filling in the timeline 26

Important areas to consider when

organising your event 26

Costing/negotiation 28

Contracts 28

Personal presentation 29

Venue selection 30

Safety and Risk Management

Event Protocol 31

Legal requirements including licenses and venue

requirements 32Insurance issues 34

OH&S 34

Volunteers 35

Some specifics that need to be organised 38

Staging/Sound 38

Music 41

Styling 45

Hair and makeup 45

Choreographer 48

Food and Beverage 50

Dressers 51

Compares 51


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Models 52

Agencies 52

Considering your model choices 52

Castings 53

How to attract your end user 54

Public relations 54

Publicity/publicists 59

Advertising 59

Socialites, Celebrities and Wannabes 60

Invitations/RSVPs 62

Design 62

Floor plans 63

VIP seating 63

Show bags 64

The Event 65

Confirmation 65

Timing/Trouble shooting 66

Running sheets 66

FEC Survival Kit 66

Creating your Portfolio/CV 67


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INTRODUCTION

What fashion events require a Fashion Event Coordinator?

Fashion Event Coordinators (FEC) can be called upon to perform a

variety of functions within the Fashion Industry. Whilst Parades may be

the most common request, an FEC can also plan and organise:

Fashion Shows As well as parades for retailers and designers, you may also get

work at Fashion Shows for example, Melbourne Fashion Week (www.Imff.com.au)

and the Mercedes Fashion week (www.afw.com.au) where multiple designerand fashion house parades take place for both Summer and Winter fashion

range launches.

Product Launches New products in store that require surrounding

promotional activities.

Boutique Openings Showcasing the style/target market and apparel

direction of the new store.

Trunk Shows Where a store or designer, shows clothes a season ahead

and where you get the chance to pre-order the garments for the upcoming

season. (The term Trunk Show derives from the traditional practice of

the designer transporting the clothes in giant stripped trunks).

Party Plan Evenings A party plan with a difference, having a structure, perhaps a

small parade, a few VIPs etc.

VIP nights Usually retailers have a database of their best customers, who they

then invite to special evenings to showcase their latest deliveries. Department

stores also hold VIP nights that are only for mailing list/store card customers.

Trade Shows Trade Shows take place all over the world and are for showing

the latest fashion and fabric trends. Most trade show halls are divided into

hundreds of small stands where you get the opportunity to provide a glimpse of

your new collection. Whilst many stands are basic in design, some companiesspend a lot of time, money and effort to create beautiful and enticing stands

for the trade show clientele. Trade shows also have several fashion parades

that run throughout the event to showcase some of the exhibitors.


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WHAT IS A FASHION EVENT COORDINATOR?

The job description

A FEC is usually responsible for being the manager of an entire fashion event. This

could include organising all aspects of the event themselves or having the contacts and

industry networks to employ specialists in particular areas of the event coordination.

You may be employed by a fashion company or retailer or you may choose to start your

own business as a freelancer. Some of the areas you will be responsible for are booking

venues, choosing models, selecting clothing and gaining publicity to name just a few.

There are however more areas that will be outlined in greater detail later in this text.

The personality profile

If you like people, love chatting, enjoy being busy and working behind the scenes (not

grabbing the glory), are highly motivated, can give the impression of always being

in control (even if underneath you are ready to explode) always put up your hand to

organise your familys birthday parties, are nosy and give advice (even if not asked for)

to every women and man you meet who is getting married you may have the right

personality to be an FEC. Even if you do not think you fit this personality profile you can

always learn and practice things like the art or schmoozing and small talk as you begin to

develop your contacts and gain work experience and plan your first few fashion events.


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So do you have what it takes?

Nobody can answer this question except you. How well do you know yourself? Your

skills, hopes and aspirations determine how well prepared you are for breaking into this

highly competitive field. Answer the following questions with either a yes or a no.

Y/N

Do you have a creative flair?

Can you convince just about anybody that your ideas are great?

Are you very organised?(either in your home life or work life, doesnt have to be both)

Do you like talking on the phone?

Can you make quick decisions under pressure?

Are you interested in current affairs and media?

Are you humble and willing to work hard behind the scenes?

Do you know how to get the best out of people?

So are you suitable?

If you answered mostly yes, then having the above personality traits certainly help;

however, as well as a love of organising you also need a good sense of fashion and

fashion ability, a desire to think outside the square creatively and be open to meeting

new people, maintaining relationships and running your life and business to a new and

ever-changing schedule. You may have to be the wearer of many hats and be willing

to learn new skills along the way especially if you cannot afford to use the experts.


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Employment opportunities

So where can I work and who can I work foras a Fashion Event Coordinator?

Many fashion companies will have their own PR divisions or specific areas

within their organisations that will utilise fashion event coordinators. If you

are interested in working for a large fashion house such as a department

store or equivalent, a good career path may be as follows:

Study

Fashion Coordination/Event management>

Work Experience

Work on as many jobs as you can even

for free to build up your resume >

PR/ Marketing/Advertising

Look for work opportunities in these

type of areas of the larger stores>

Enthusiasm

Put yourself forward as the fashion event

planner, even if this is not a tradition jobrole in the organisation you can create it.

Similarly if you already work for a small retailer as a shop assistant or store manager or

you own a retail store you may want to suggest or think about increasing the profile

of the store by organising in-store events. All the steps outlined in this guide can be

suitably adapted for small or large businesses including working as a freelancer.


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Freelancing

Often people who organise events like to start as freelancers (offering your

services on a temporary basis to cover the event planning). This can then lead

to a large variety of work and suits those who would like to run their own

business. Once established, freelancers can begin to then employ other experts

to work with them and eventually build up their own successful company.

Freelancing offers great variety as no two jobs are ever the same.

Not for Profit organisations

Many not for profit organisations and charities either employ freelance fashion

event coordinators or have their own PR/Marketing departments within the

charities to put on events including fashion parades. Non Profit Organisations

(NPOs) are also a great place to gain work experience as they are always looking

for volunteers. Working for a NPO also encourages you to be exceptionally

resourceful which will help you with later events when budgets are tight.

There are many other employment opportunities working as a Fashion Events

Coordinator even if you live in a small town or rural area. Small towns often

have enthusiastic audiences who do not usually get the opportunity to see the

latest fashion trends. Community centres, hospitals and CWA organisations are

always looking for ways to raise additional funds. What better way to entice

an audience than to put on a fashion parade for a local charitable cause. There

are also numerous opportunities at local fetes, retailers and carnivals etc.

Other potential areas of employment may be situations you would not normally

think of as being connected with fashion. For example, a parade to launch a

new car or perfume or maybe working with the local council where your role is

not only to organise fashion parades but also other fun local council events.

Tip:

How about a new homewares store where you can

dress models in bed linen and pillow cases!


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LEARNING ACTIVITY

Go to the following websites to research successful online

and fashion event planning companies.

www.billiondollarbabes.com

www.couchnobelius.com

www.mysterygirlproductions.com

www.pooltradeshow.com

www.coutureproductions.com

www.elanfashionweek.com

Notes

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fashion event coordinators

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