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CHAPTER THREE The Plan

PLANNING Start with the five Ws—who, what, where, when, and why Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Everett, Swanson Ch 3

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc DEVELOPING LEADERSHIP The first step in creating a fashion show plan is to develop leadership, which differs between professional designer industry events and consumer-oriented retail, educational, or charitable events 4Everett, Swanson Ch 3

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Leadership for Industry Shows Show Producer –Stylist –Makeup artists –Hairdressers –Models –Stage crew 5Everett, Swanson Ch 3

Leadership for Consumer and Education Shows Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Everett, Swanson Ch 3

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Responsibility Documentation Helps keep all people involved in the production aware of what needs to be accomplished and when the deadlines are 7Everett, Swanson Ch 3

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc TARGETING THE AUDIENCE The target audience for fashion week shows includes traditional and digital media journalists, influential customers, friends of the designer, and celebrities The audience may be guaranteed or created 8Everett, Swanson Ch 3

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Audience Formation For consumer shows, audiences include fashion- forward trendsetters, working women, or individuals on holiday wanting souvenir apparel 9Everett, Swanson Ch 3

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Audience Demographics and Psychographics Demographics are the statistics (including age, gender, education, income, occupation, race and ethnicity, and family size) used to study a population Psychographics profiles the lifestyle of consumers based upon activities, interests, and opinions 10Everett, Swanson Ch 3

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc TIMING THE SHOW Scheduling and timing the show are set by industry standards and educational institution expectations 11Everett, Swanson Ch 3

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Show Schedule The day, date, and time of the show must be established early in the planning process 12Everett, Swanson Ch 3

Show Schedule Timelines are frequently recorded on planning calendars Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Everett, Swanson Ch 3

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Length of the Fashion Show Usually this helps to determine the number of outfits featured in the show A show within a retail store should last no longer than 30 to 45 minutes 14Everett, Swanson Ch 3

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc FINDING A VENUE Working with a hotel Working with a restaurant Working with a campus venue 15Everett, Swanson Ch 3

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc FINDING A VENUE 1.Is there a specific date when the show is to be held or is the date somewhat flexible? 2.What is the size of the audience? 3.What type of seating arrangements will be needed? 4.Will food service take place in the same location as the fashion show? 5.What sound and lighting systems, staging, and dressing area facilities are available? 16Everett, Swanson Ch 3

Serving Food and Beverages Food served to the audience depends upon a number of conditions, including the type of show being presented and the budget Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Everett, Swanson Ch 3

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc CREATING FASHION SHOW THEMES The theme’s title will defines the nature of the show and assists the staff in promotional activities If the show promotes several themes, each scene will also have a theme connecting it to the overall show theme 18Everett, Swanson Ch 3

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Show Themes Common themes include: –A season of the year or a holiday –Travel or camping outdoors –Specific key events, like weddings –Homages to designers 19Everett, Swanson Ch 3

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Scene Themes Production fashion shows are divided into scenes or segments depending on the type of merchandise selected 20Everett, Swanson Ch 3

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc ESTIMATING THE BUDGET The planning budget is an estimate of: –Revenues Income from ticket sales, silent auctions, donations, sponsorship, or vendor support –Expenses Model fees, staging costs, venue rental, food and refreshments, hair and makeup artists 21Everett, Swanson Ch 3

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc ESTIMATING THE BUDGET Other necessary costs include decorations, transportation, hospitality, depreciation of merchandise, insurance, and taxes 22Everett, Swanson Ch 3

ESTIMATING THE BUDGET Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Everett, Swanson Ch 3

The Fashion Show Planning Budget Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Everett, Swanson Ch 3

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc PROTECTING PEOPLE AND THINGS The security of merchandise, equipment, audience members, and show personnel must also be investigated to ensure safety of the participants and protect the show producers against legal damages 25Everett, Swanson Ch 3

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc PROTECTING PEOPLE AND THINGS Merchandise Security Venue and Equipment Security Audience Security Staff Security 26Everett, Swanson Ch 3

PROTECTING PEOPLE AND THINGS A personal responsibility contract may be developed to assure the dependability and accountability of all of the fashion show models Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Everett, Swanson Ch 3

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc FINALIZING THE FASHION SHOW PLAN The fashion show plan defines the theme, leadership team, type of show, schedule, place, target audience, and planned budget 28Everett, Swanson Ch 3

FINALIZING THE FASHION SHOW PLAN A fashion show plan will guide all of the people involved in producing a successful fashion show Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Everett, Swanson Ch 3

FINALIZING THE FASHION SHOW PLAN Planning calendars help everyone working onthe show to know what activities are taking place and when the deadlines will occur Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Everett, Swanson Ch 3