Copyright © Bloomsbury Publishing Inc. 2013 All rights reserved Copyright © Bloomsbury Publishing Inc. 2013 All rights reserved. No part of this presentation covered by the copyright hereon may be reproduced or used in any form or by any means–graphic, electronic, or mechanical, including photocopying, recording, taping, or information storage and retrieval systems–without written permission of the publisher. ISBN: 978-1-60901-508-4

CHAPTER THREE The Plan

PLANNING Start with the five Ws—who, what, where, when, and why Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

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 Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

Leadership for Industry Shows Show Producer Stylist Makeup artists Hairdressers Models Stage crew Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

Leadership for Consumer and Education Shows Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

Responsibility Documentation Helps keep all people involved in the production aware of what needs to be accomplished and when the deadlines are Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

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 Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

Audience Formation For consumer shows, audiences include fashion-forward trendsetters, working women, or individuals on holiday wanting souvenir apparel Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

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 Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

TIMING THE SHOW Scheduling and timing the show are set by industry standards and educational institution expectations Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

Show Schedule The day, date, and time of the show must be established early in the planning process Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

Show Schedule Timelines are frequently recorded on planning calendars Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

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 Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

FINDING A VENUE Working with a hotel Working with a restaurant Working with a campus venue Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

FINDING A VENUE Is there a specific date when the show is to be held or is the date somewhat flexible? What is the size of the audience? What type of seating arrangements will be needed? Will food service take place in the same location as the fashion show? What sound and lighting systems, staging, and dressing area facilities are available? Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

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 Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

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 Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

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 Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

Scene Themes Production fashion shows are divided into scenes or segments depending on the type of merchandise selected Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

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 Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

ESTIMATING THE BUDGET Other necessary costs include decorations, transportation, hospitality, depreciation of merchandise, insurance, and taxes Refer to project for questions Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

ESTIMATING THE BUDGET Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

The Fashion Show Planning Budget Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

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 Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

PROTECTING PEOPLE AND THINGS Merchandise Security Venue and Equipment Security Audience Security Staff Security Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

PROTECTING PEOPLE AND THINGS A personal responsibility contract may be developed to assure the dependability and accountability of all of the fashion show models Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

FINALIZING THE FASHION SHOW PLAN The fashion show plan defines the theme, leadership team, type of show, schedule, place, target audience, and planned budget Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

FINALIZING THE FASHION SHOW PLAN A fashion show plan will guide all of the people involved in producing a successful fashion show Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

FINALIZING THE FASHION SHOW PLAN Planning calendars help everyone working on the show to know what activities are taking place and when the deadlines will occur Everett, Swanson Ch 3 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013