part 6: fashion promotion chapter 23 special event fashion shows
TRANSCRIPT
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
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
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?