23 Special Event Fashion Shows Chapter

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. 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. continued

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Objectives 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.

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Special Events Special events are promotional activities held to build customer traffic, sell goods, and enhance the company image – They help distinguish a company from competitors Fashion shows are some of the most exciting special events for those involved in the fashion industry

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Fashion shows are theatrical presentations of apparel and accessories on live models They occur at the beginning of fashion seasons to introduce new merchandise The shows occur at several market levels – Consumer fashion shows are presented by retailers to consumers Fashion Insights

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Fashion Shows Serve Many Purposes – A fashion show for retail promotion makes a visual statement that helps sell merchandise – Promotional fashion shows for business programs and social luncheons include various designers, manufacturers, or retailers – Cooperative fashion shows are jointly sponsored by two or more organizations – In-store training shows and student fashion shows are also popular

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Types of Fashion Shows Shows can be extravaganzas or small events The most elaborate and expensive is the production fashion show – It includes backdrops, lighting effects, and entertainment with choreography Choreography is the planned arrangement of movement, such as specific dance steps or gestures continued

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Types of Fashion Shows The formal runway show is a typical presentation of fashion models parading on a runway in a certain order of appearance – The merchandise and staging follows a theme – It has special lighting, music, and commentary – It requires much organization and planning continued

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Types of Fashion Shows Commentary is a spoken message about specific features of each outfit modeled An informal fashion show is a casual presentation of garments and accessories Tearoom modeling is an informal show – Models walk from table to table in a restaurant to show and describe what they are wearing

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Planning Fashion Shows Major advance planning decisions must be made about the audience, theme, time and location, and safety and security – The budget must be carefully planned, with allocations for each type of expense Advance planning of fashion shows enables the final presentation to run smoothly and professionally

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. The Fashion Show Coordinator A fashion show coordinator is in charge of the entire presentation – The coordinator plans all arrangements, delegates responsibilities, and is accountable for all details The fashion show coordinator and committee chairpersons continually review the progress of the plans

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Pinpointing the Audience Pinpointing the target market of the fashion show impacts all other decisions A guaranteed audience is established before the show is organized and will attend regardless of the show details – Example: A fashion show at a business luncheon is seen by those who would have attended even if no show were held continued

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Pinpointing the Audience A created audience is established after the show is planned as a result of publicity and advertising – A created audience wants to see the new fashion trends and attend a social event The age of the audience influences the choice of music and entertainment to be included

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Deciding on the Theme The theme of a fashion show is developed for – the target audience – a holiday or time of year – the merchandise to be featured A title is chosen indicating the show’s content The theme and title are used to guide all planning steps

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Timing and Location for the Show Models, show workers, and the audience should be considered when selecting the show time Consumer fashion shows may last about 30 to 45 minutes for the fashion segment The location of the fashion show is coordinated with where the audience is and the show’s purpose, type, and size continued

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Timing and Location for the Show The date and place are booked after making sure the location will meet all show needs If informal modeling occurs at a restaurant, a contract is probably not required If the fashion show is held for customers in a store, a large room can be set up for the show

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Safety and Security Considerations The safety and security of merchandise, equipment, show participants, and the audience must be considered – Merchandise used must be protected from wearing damage, as well as from theft – Security personnel may have to be hired to prevent theft or vandalism It is wise to buy insurance that covers all aspects of the show

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Budget Planning The first step in planning a fashion show budget is to forecast expected revenues for the show Fashion show expenditures are divided among the different committees, according to estimated needs There is no site rental cost if the fashion show is held in the manufacturer’s showroom or at a retail store continued

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Budget Planning When space is rented, the season, day, and time all affect the price Fees for professional models are paid on an hourly or daily basis Expenses for promotion include publicity and advertising preparation and media costs The budget must include wages for people hired to build sets and do technical work

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Coordinating Merchandise and Models Merchandise and models must be coordinated with each other – They must also be coordinated with the fashion show theme and the type of audience This coordination involves – merchandise selection – model selection – fittings and lineup

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Merchandise Selection Merchandise selection involves choosing the best garments, shoes, and accessories for the show The merchandise must – represent the latest trends – match the age, sex, lifestyle, and spending habits of the audience Five to eight merchandise categories are usually included in a show continued

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Fashion Insights Three-quarters of the merchandise in fashion shows should be items the audience will buy and wear Merchandise categories usually build from the most casual to the most dramatic The number of outfits to be shown is paced at one or two per minute

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Merchandise Selection Before merchandise is actually selected, an ideal chart lists all categories to be presented and the number of garments planned per category – A merchandise pull is the removing of show items from the sales floor to a storage area – A merchandise loan record gives details of the merchandise borrowed from retailers

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Model Selection Fashion should be able to promote outfits to the audience by presenting them in a believable way Fashion show models must be attractive and well-groomed, with good hair and skin Professional models have training and experience and are hired through modeling agencies continued

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Model Selection Amateur models are not trained or represented by agencies The fashion show budget determines whether professional or amateur models are used Untrained models must be coached about walking, timing, posing, turning, and facial expressions continued

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Model Selection More models may be needed since untrained models take longer to change their outfits After all models are selected for the show, a model list is prepared – It includes names, telephone numbers, and apparel sizes for the models Notes on the models used should be filed

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. The Fittings and Lineup The model order is the rotation of models in the show The lineup is the order in which outfits will appear in the show The model order is finalized from the fittings and rehearsals Fittings are when the models try on the merchandise to see how the garments fit continued

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. The Fittings and Lineup One fitting sheet is prepared per lineup number Finally, the garments and accessories are covered with plastic bags, packed, and transferred to the show location Individual model lineup sheets help models clarify their order of appearance, outfits, and other details

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. The Physical Layout The physical layout, music, choreography, and commentary for the show must work together The stage is the background where models enter and exit within the view of the audience – Formal shows require staging Runways are elevated walkways that project out from the stage continued

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. The Physical Layout The location and distance between the dressing area and runway are important More models are needed if it takes a long time to get to and from the dressing area The dressing area should be big enough for the amount of models, helpers, and merchandise being used continued

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. The Physical Layout Seating arrangements must let the audience see the show from every location without obstacles The stage background should have an open and subdued feeling, enhancing the theme and clothing Props can be carried by the models or placed on the stage

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. The Music Music can be live or taped, instrumental or vocal – It must relate to the age and tastes of the audience Live music is expensive, so pre-recorded music or a small musical group may be chosen Permission may need to be obtained for using copyrighted music continued

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. The Music The music mix combines different music selections to create specific moods Music for the show should include a variety that matches the merchandise categories and commentary A music planning sheet is used to list the different selections per merchandise item

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. The Choreography Choreography is used to plan the models’ walking or dancing and the interaction of models on the stage and runway The consistent pace should be fast enough to provide interest Amateur models sometimes walk too fast or too slow, which should be addressed during the rehearsal continued

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. The Choreography Pivots and pauses are planned and rehearsed for specific times and places on the stage – Pivots are turns that are most often done at the halfway point and end of the runway The finale should create excitement – All models return to the stage and runway wearing their last and most spectacular outfits

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. The Commentary The commentary describes the garments and accessories, especially those details that might be overlooked The commentator, or show narrator, should be a fashion expert who interprets trends for the audience Full commentaries have a script with every word written that will be said continued

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. The Commentary Partial commentaries list the major details of garments in outline form or short sections of script – Manufacturers’ fashion shows for prospective retail buyers do not have spoken commentary – Consumer runway shows usually use informative commentary

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Promoting and Presenting the Show Free publicity should be emphasized, with paid advertising used if the budget permits Press releases should be sent to all newspapers and magazines Press releases should arrive at the media two to four weeks before the event continued

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Promoting and Presenting the Show Media space can be purchased for newspaper advertisements – The draft of a print advertisement is called a pasteup Radio commercials can be effective if a station matches the show’s target audience A retailer may place local magazine and TV spot ads if they are not too expensive continued

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Promoting and Presenting the Show Other fashion show promotion can be done with signs or posters or by mailing flyers or invitations Retailers should inform all salespeople far in advance of the show so they can promote it A school or civic group could spread information to others about the show

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Invitations, Tickets, and Programs The promotion committee handles the design and printing of invitations, tickets, and programs The program serves as a guide to the merchandise for the audience – Its design should reflect the show’s theme Sometimes advertising is sold and placed in programs

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Rehearsals and Show Time Rehearsals are practice sessions – Some rehearsals are just run-throughs to work on choreography The full dress rehearsal is a practice of the finished show, without an audience When show time arrives, models should arrive half an hour to one hour before the scheduled start of the show continued

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Rehearsals and Show Time Models should check that garments and accessories in their changing area are correct and arranged in order of appearance – Dressers help the models change and care for the clothes After doing a last-minute check of model’s outfit and hair, starters cue the models onto the stage in the correct order continued

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Rehearsals and Show Time The show should start on time During the show, models must stay poised and cover up mistakes or unexpected events The finale of the show is a parade of all the models, with applause all around If planning has been thorough, the fashion show will be a success

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. Follow-Up and Evaluation The set may need to be disassembled and props and equipment stored Garments and accessories should be returned to retailers, with items being clean and pressed Thank-you notes should be sent to those who helped in some way The last important task is an evaluation of the show by all persons involved

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. In Summary Special events provide promotion through celebrity visits, contests, and fashion shows Fashion shows are popular special events Advance planning and communication of job assignments is important for presentations Merchandise and model selection must be coordinated continued

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc. In Summary Stage decorations, backdrops, runways, lighting, and props need to be considered Fashion shows are promoted with publicity and advertising Rehearsals are held to practice all aspects of the show An evaluation of the show helps to make future shows even better