Transcript Chapter 23 - Goodheart

Part 6: Fashion Promotion
Chapter 23
Special Event Fashion Shows
Objectives
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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
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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
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Production
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Formal runway
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Most elaborate and expensive
Include backdrops, lighting,
music, and entertainment
Parading on a runway in a
certain order
Aimed at certain consumers
or specialty retail buyers
Informal
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Models walk through
showroom or store
Planning Fashion Shows
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Organizing committees
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Merchandise
Promotion
Commentary
Model
Staging
Hospitality
Fashion show coordinator
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In charge of entire
production
Other Planning Considerations
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Guaranteed audience
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Created audience
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Established before show is
organized and attendance
guaranteed
Through publicity after show is
planned
Theme
Timing and location
Safety and security
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Merchandise, equipment,
participants, and audience
Budget
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Revenues
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Ticket sales, sponsorship monies, or
company promotion budget
Expenses
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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
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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
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From casual to dramatic
Loan record is kept for
borrowed merchandise
Model Selection Criteria
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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
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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
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Music mix to define mood and
relate to audience
Choreography plans models’
walking and interaction
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Rehearse walks, turns, pivots
Commentary
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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
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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
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Practice sessions to
rehearse choreography
Full dress rehearsal
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Includes apparel
changes, lights,
music, staging, and
choreography
Final lineup and
changes posted
backstage in dressing
areas
Show Time!
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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
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After the show
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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 . . .
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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?