PowerPoint for

THE WORLD OF
FASHION
MERCHANDISING
By
Vicki Shaffer-White

Publisher
The Goodheart-Willcox Co., Inc.
Tinley Park, Illinois
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 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
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?