The Background Chapter 2

Fashion Shows Shows take on diverse forms based on the desired outcome of the individual, business or group sponsoring the event Some shows can be very small informal activities with limited preparation and casual execution, while other spectacular events take months to prepare and involve a large staff to execute a flawless performance

Fashion Show Categories Defined by production styles Production Shows Formal Runway Shows Informal Shows Multimedia Production Shows

Production Shows The most elaborate fashion show Also called a dramatized or spectacular show because of the dramatic or theatrical elements used in the performance Purpose is to create impact, and to that end fashion trends are emphasized using special entertainment, backdrops or scenery, lighting effects, live or exclusively produced music, and dancing or unique choreography

Require a great deal of organization and advance planning As few as 15 or as many as 50 models More elaborate can last over multiple days focusing selected events at different target audiences Macy’s Passport event has grown to a six-event, multiple night celebration

Formal Runway Shows Conventional presentation of fashion similar to a parade in which merchandise is presented in consecutive order Length is generally 30 minutes to 1 hour Main characteristic is the use of a runway and models coming out one after another Requires advanced planning and organization

Formal Show Elements Theme Special Location Staging and Lighting Merchandise and Scene Development Special Location Auditorium, Hotel, Restaurant, or Sales Floor Staging and Lighting Models Music Live or Sound System

Informal Fashion Shows More casual presentation of garments and accessories on models No theatrical elements such as music, lighting, or runway are used Selling is achieved by the model who walks through the store sales floor, manufacturer’s showroom, or restaurant often carrying a sign with information about the merchandise and where it can be purchased

Tea-Room Modeling Restaurants might choose to feature fashions from a local retail store on a regular basis The store selects three to five models, perhaps store employees During the show the models walk from table to table showing what they are wearing, careful to interact only with interested patrons

Trunk Show A specific type of informal fashion show that features garments from one manufacturer or designer at a retail store Manufacturers or designers send a company representative to interact with the customers during the in-store event Models walk through the retail store, emphasizing the garments

Mannequin Modeling Some retail stores, shopping centers, and fashion exhibits at fairs have utilized this simple form of the fashion show Involves live models in a store window or on a display platform Models strike poses like the stationary display props they have been named after

Multimedia Production Shows One of the first uses of video production was at the designer/manufacturer level Runway shows are often digitally produced and delivered to manufacturers, retailers, and consumers on DVDs. Websites such as nytimes.com, style.com, and fashionwindows.com feature online viewing of the New York shows

Type Style Merchandise Production Dramatized Spectacular Couture Evening Bridal Ready-to-Wear Formal Runway Fashion Parade Seasonal Trends Specialty Markets Informal Tea-Room Trunk Show Mannequin Modeling All types of Merchandise Multimedia Production Video CD-ROM Internet

Specialized Fashion Shows Most of the specialized fashion presentations are produced by manufacturers or designers to show retail buyers or the fashion press new trends Fashion is presented approx. two to six months before consumers see the merchandise in the store Shows are held far in advance to allow manufacturers ample time to produce the merchandise in time to meet the demands of the retail stores

Specialized Fashion Presentations Haute Couture Shows Ready-to-Wear Shows Trade Shows Trade Association Shows Press Shows

Haute Couture Shows Exclusive customers are also invited to the runway shows to view the latest designs Only presented in Paris Haute Couture is the French word for high fashion and the name of the French industry that produces high fashion garments Shows are the source of fashion leadership and innovation supporting the trickle-down theory of fashion

Member of the Haute Couture Qualifications The Chambre Syndicale de la Couture Parisienne is France’s governing body of fashion. The body organizes the Paris fashion shows. Made up of 16 houses A formal written request, with the sponsorship of two current members is presented and voted on by the entire organization Workrooms, providing quality workmanship, must be established in Paris

3. The designer or an employee of the house must design the collection 3. The designer or an employee of the house must design the collection. Garments are individually made to a client’s measurements. 4. Collections must be presented twice annually in January and July during the times set by the Chambre Syndicale 5. At least 75 designs must be included in the collection 6. The house must have three models employed throughout the year 7. The house must employ a minimum of 20 sewing workers in the workrooms

Ready-to-Wear Shows Mass-produced fashion The bread and butter of a fashion house Highest price-point ready-to-wear is considered the designer category All haute couture designers also create a designer ready-to-wear line Introduced immediately following the haute couture shows

Fashion Week Designated as a time when many designer collections are brought together and shown as a series Shows are presented daily on the hour, scheduled so buyers might attend as many as six or eight each day No signage, props, or staging elements are used because designers share the stage 75-100 garments are shown in 30 minutes

Economic Impact Economic impact for New York of fashion shows is estimated to be $247 million spent on goods and service by those attending the shows For the fall 2001 season 1,650 members of the news media registered and 503 foreign journalists registered The number of retailers is not recorded but the number has steadily increased

Trade Shows Trade shows are groups of temporary exhibits of vendor’s offerings for a single merchandise category or group of related categories Trade shows are produced to sell raw materials to manufacturers, or manufactured goods to retailers The advantage is the ability for buyers to view many different vendor’s offerings in one location

Categories Trade shows generally show merchandise from bridge, contemporary, missy, junior, men’s and children’s wear categories Bridge: less expensive alternatives to designer fashions Contemporary: Merchandise that is more fashion forward but at a price point between bridge and budget

MAGIC Bi-annual trade show held in Las Vegas each February and August Shows upcoming men’s wear season and fill-in merchandise for the current season Three other shows: MAGIC International Menswear, WWDMAGIC Kids, The Edge - A Woman’s and Men’s street wear event

Trade Association Shows Trade Associations are groups of individuals and businesses acting as a professional, nonprofit collective in meeting their common interests Membership in trade associations provides a means for information exchange and political action to benefit the public opinion and legislative concerns

Press Shows Held specifically for members of the media prior to presenting the fashion story to the public Media includes magazines, newspapers, radio, television, Internet services, and wire services Buyers, specially invited guests or important customers may also be invited

Consumer Fashion Shows Directed toward customers May be sponsored by a retailer to introduce consumers and employees to the latest fashions May be sponsored by a civic or school organization as entertainment and/or fundraising special event