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Publisher The Goodheart-Willcox Co., Inc. Tinley Park, Illinois. PowerPoint for. T HE W ORLD OF F ASHION M ERCHANDISING. By Vicki Shaffer-White. Part 6: Fashion Promotion. Chapter 23 Special Event Fashion Shows. Objectives:. Explain the many purposes of fashion shows

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  1. PublisherThe Goodheart-Willcox Co., Inc.Tinley Park, Illinois PowerPoint for THE WORLD OFFASHIONMERCHANDISING By Vicki Shaffer-White

  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 coordination of 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 • 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 • 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?

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