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?