1. Why Produce A Fashion Show? and The History of Fashion Shows Chapter 1

2. What Is A Fashion Show? Fashion Show: Uses every creative element of theatrical and modern entertainment media to present the latest colors, fabrics, and fashion trends in apparel and accessories to an audience using live models Fashion Show: Uses every creative element of theatrical and modern entertainment media to present the latest colors, fabrics, and fashion trends in apparel and accessories to an audience using live models

3. Advantage of Fashion Shows The Audience can be involved They are not just seeing a representation of the merchandise in a picture but the model is wearing all the elements of apparel and accessories The audience can react to the total look of an outfit and visualize how they might look wearing it The Audience can be involved They are not just seeing a representation of the merchandise in a picture but the model is wearing all the elements of apparel and accessories The audience can react to the total look of an outfit and visualize how they might look wearing it

4. Selling Merchandise After manufacturers create garments, accessories or beauty products, promotion and merchandising contribute to the ultimate goal of selling these products Fashion shows are produced with one primary purpose - to sell merchandise to consumers at all marketing levels After manufacturers create garments, accessories or beauty products, promotion and merchandising contribute to the ultimate goal of selling these products Fashion shows are produced with one primary purpose - to sell merchandise to consumers at all marketing levels

5. Promotion A comprehensive term used to describe all of the communication activities initiated by the seller to inform, persuade, and remind the consumer about products, services, and/or ideas offered for the sale

6. Promotion Activities Advertising Direct Marketing Personal Selling Publicity Public Relations Sales Promotion Special Events Visual Merchandising Fashion Shows Advertising Direct Marketing Personal Selling Publicity Public Relations Sales Promotion Special Events Visual Merchandising Fashion Shows

7. Market Levels for Promotion National Trade Retail National Trade Retail

8. National Promotion Involves primary and secondary resources directing promotion activities toward the ultimate consumer Primary Resources The producers of raw materials Typically include textile fiber and fabric firms Secondary Resources Clothing and accessory manufacturers Involves primary and secondary resources directing promotion activities toward the ultimate consumer Primary Resources The producers of raw materials Typically include textile fiber and fabric firms Secondary Resources Clothing and accessory manufacturers

9. Trade Promotion Activities promote products from one business to another This type of promotion activity takes a product from a primary resource to a secondary resource, a textile mill to a clothing manufacturer It may also promote products from a secondary producer to a retailer Activities promote products from one business to another This type of promotion activity takes a product from a primary resource to a secondary resource, a textile mill to a clothing manufacturer It may also promote products from a secondary producer to a retailer

10. Retail Promotion Typically involves stores promoting their products to consumers Retailers, the main distributors of fashion items, focus their sales promotion efforts on their target consumers Retail organizations are considered tertiary resources Typically involves stores promoting their products to consumers Retailers, the main distributors of fashion items, focus their sales promotion efforts on their target consumers Retail organizations are considered tertiary resources

11. Additional Reasons The most current fashion information on the latest trends in apparel, silhouettes, fabrics, color, or fashion services is transmitted to customers Can attract new customers, build traffic, and encourage current customers to return The most current fashion information on the latest trends in apparel, silhouettes, fabrics, color, or fashion services is transmitted to customers Can attract new customers, build traffic, and encourage current customers to return

12. Retailers can use fashion shows to solidify the store’s position as a fashion authority and leader in the community and promote goodwill with local, regional, or national patrons A new product or line of merchandise may be introduced to customers through a fashion show Retailers can use fashion shows to solidify the store’s position as a fashion authority and leader in the community and promote goodwill with local, regional, or national patrons A new product or line of merchandise may be introduced to customers through a fashion show

13. Used for fundraising activities Macy’s West has Passport, a fashion show and event to raise money and awareness for AIDS and HIV research It is held each year and has grown to become a multi-theatrical fashion event with participation by celebrities, models, and musical artists Passport has raised more $13 million to benefit HIV/AIDS research, prevention, treatment, care, and education Used for fundraising activities Macy’s West has Passport, a fashion show and event to raise money and awareness for AIDS and HIV research It is held each year and has grown to become a multi-theatrical fashion event with participation by celebrities, models, and musical artists Passport has raised more $13 million to benefit HIV/AIDS research, prevention, treatment, care, and education

14. Fashion shows are also produced to provide training to two groups - fashion students and industry personnel Nearly every fashion school or department produces an annual fashion show This is the opportunity for students in apparel design to show their creations, modeling students have an opportunity for practical application of skills and merchandising students learn the behind-the-scenes responsibilities for organization, selection of merchandise and models, promotion, presentation, and evaluation of the show Fashion shows are also produced to provide training to two groups - fashion students and industry personnel Nearly every fashion school or department produces an annual fashion show This is the opportunity for students in apparel design to show their creations, modeling students have an opportunity for practical application of skills and merchandising students learn the behind-the-scenes responsibilities for organization, selection of merchandise and models, promotion, presentation, and evaluation of the show

15. History of Fashion Shows One of the first methods used by dressmakers to transmit fashion information to reach potential consumers, the women of the royal courts, was to send fashion dolls

16. Fashion Dolls Miniature scale figurines wearing replicas of the latest clothing Dolls were also known as puppets, dummies, little ladies or fashion babies The earliest record of the fashion doll was in 1391 when the wife of Charles VI sent a full-size figurine wearing the innovative French court fashions of the time to Queen Anne Miniature scale figurines wearing replicas of the latest clothing Dolls were also known as puppets, dummies, little ladies or fashion babies The earliest record of the fashion doll was in 1391 when the wife of Charles VI sent a full-size figurine wearing the innovative French court fashions of the time to Queen Anne

17. Rose Bertin First dressmaker to be recognized by name French fashion creator Dressmaker to Marie Antionette, wife of Louis XVI Received international fame with fashion dolls she sent to all the capitals of Europe to solicit orders Given the nickname, Minister of Fashion First dressmaker to be recognized by name French fashion creator Dressmaker to Marie Antionette, wife of Louis XVI Received international fame with fashion dolls she sent to all the capitals of Europe to solicit orders Given the nickname, Minister of Fashion

19. Theatre de la Mode A fashion doll presentation unique to the 20th century, which took place at the end of World War II Paris designers wanted to let the world know that they were ready to resume fashion leadership despite limited resources Since they were unable to launch a full scale fashion exhibition the collaborated to present the spring-summer collection using fashion dolls A fashion doll presentation unique to the 20th century, which took place at the end of World War II Paris designers wanted to let the world know that they were ready to resume fashion leadership despite limited resources Since they were unable to launch a full scale fashion exhibition the collaborated to present the spring-summer collection using fashion dolls

22. Barbie Perhaps the most famous fashion doll of the 20th century Mattel Toy Company introduced her in 1959 Barbie was more than a simple toy for girls and boys in the last half of the century, she was a fashion symbol Perhaps the most famous fashion doll of the 20th century Mattel Toy Company introduced her in 1959 Barbie was more than a simple toy for girls and boys in the last half of the century, she was a fashion symbol

23. Influential designers Costume historians agree that Charles Frederick Worth, the English-born fashion innovator, was the first couturier in France Among his revolutionary ideas was designing clothing for an individual woman, customizing the style, fabric, and trimmings to the wearer For his contributions he was given the nickname “Father of Haute Couture” Costume historians agree that Charles Frederick Worth, the English-born fashion innovator, was the first couturier in France Among his revolutionary ideas was designing clothing for an individual woman, customizing the style, fabric, and trimmings to the wearer For his contributions he was given the nickname “Father of Haute Couture”

25. Mannequins The House of Worth called the women who wore garments for clients mannequins Showing clothing on mannequins allowed clients to see how garments would look on a living and moving person The House of Worth called the women who wore garments for clients mannequins Showing clothing on mannequins allowed clients to see how garments would look on a living and moving person

26. Paul Poiret Known for liberating women from the corset Innovative and controversial window displays Toured, making public appearances to show his fashions at resorts He was the first to parade his mannequins at the races Known for liberating women from the corset Innovative and controversial window displays Toured, making public appearances to show his fashions at resorts He was the first to parade his mannequins at the races

28. House of Paquin Known for parading models at the racetrack and staged events at the opera The first designer to introduce the finale for her events In one show 20 mannequins were dressed in white evening gowns Finales - exciting conclusions - have become universal and important to contemporary fashion shows Known for parading models at the racetrack and staged events at the opera The first designer to introduce the finale for her events In one show 20 mannequins were dressed in white evening gowns Finales - exciting conclusions - have become universal and important to contemporary fashion shows

30. Jean Patou Primarily known for contributions to sportswear and as a rival of Chanel Associated with two important contributions to the fashion show The press show Use of American models in Paris Primarily known for contributions to sportswear and as a rival of Chanel Associated with two important contributions to the fashion show The press show Use of American models in Paris

31. American Models An American client complained that she had a hard time visualizing herself in the Patou clothing as it was shown on the French mannequins, whose figures were round compared to American figures Patou traveled to America in 1924 where he selected 6 models to return with him to Paris An American client complained that she had a hard time visualizing herself in the Patou clothing as it was shown on the French mannequins, whose figures were round compared to American figures Patou traveled to America in 1924 where he selected 6 models to return with him to Paris

32. The young women “of refined manner” gave prestige to the profession of modeling They were paid $40 per week and given the opportunity to purchase ensembles from Patou for as little as $25 The use of American models changed the ideal of international physical beauty to the thinner and more athletic shapes that these American women possessed The young women “of refined manner” gave prestige to the profession of modeling They were paid $40 per week and given the opportunity to purchase ensembles from Patou for as little as $25 The use of American models changed the ideal of international physical beauty to the thinner and more athletic shapes that these American women possessed

33. Christian Dior Acknowledged for changing the format of the fashion parade with his legendary collection of 1947 Dior asked his models to project the image and lifestyle of the women who wore his clothes, not simply show the cut and cloth The models entered the salon with an electrical tension, stepping fast, walking with provocative swinging movements, and whirling in the room packed with clients and fashion press Acknowledged for changing the format of the fashion parade with his legendary collection of 1947 Dior asked his models to project the image and lifestyle of the women who wore his clothes, not simply show the cut and cloth The models entered the salon with an electrical tension, stepping fast, walking with provocative swinging movements, and whirling in the room packed with clients and fashion press

35. Mary Quant Certain models were known for their work in the photographic media while others worked runway shows Quant felt that photographic models rather than runway models knew better how to move around in clothes Since this era models have worked each field interchaneably Certain models were known for their work in the photographic media while others worked runway shows Quant felt that photographic models rather than runway models knew better how to move around in clothes Since this era models have worked each field interchaneably

36. Quant’s staging, use of innovative props, and dancing led to more active fashion shows Contemporary jazz music was taped for an uninterrupted pace The show consisted of 40 garments in 14 minutes No commentary was spoken - this period marked the end of commentary from press and trade shows Music, dance, and choreography set the mood for these fashion shows Quant’s staging, use of innovative props, and dancing led to more active fashion shows Contemporary jazz music was taped for an uninterrupted pace The show consisted of 40 garments in 14 minutes No commentary was spoken - this period marked the end of commentary from press and trade shows Music, dance, and choreography set the mood for these fashion shows

38. Other Designers Japanese designers Kenzo Eliminated runway rules Vivienne Westwood Fused the rebellious with tribal and historical costume John Galliano Women resurrected from the French Revolution Japanese designers Kenzo Eliminated runway rules Vivienne Westwood Fused the rebellious with tribal and historical costume John Galliano Women resurrected from the French Revolution

39. 1980s Decade of excess Fashion became a global force, with designers licensing their names to perfume, accessories, cosmetics, and even chocolate and wine Biannual fashion events had television coverage, turning them into major media events Decade of excess Fashion became a global force, with designers licensing their names to perfume, accessories, cosmetics, and even chocolate and wine Biannual fashion events had television coverage, turning them into major media events

40. 1990s Real fashion, consisting of minimal and urban clothes similar to those found at the Gap, was shown on the runway Trend was to use normal looking girls By the 21st century fashion shows were media spectacles again, departing from the minimalist approach taken in the 1990s Real fashion, consisting of minimal and urban clothes similar to those found at the Gap, was shown on the runway Trend was to use normal looking girls By the 21st century fashion shows were media spectacles again, departing from the minimalist approach taken in the 1990s

41. Internet Fashion Shows Victoria’s Secret invited the 1999 Superbowl audience to watch its live fashion show to be broadcast on the Internet during the week following Millions of people signed on to watch causing the system to overload Since then, innovators such as Saks Fifth Avenue and Ralph Lauren have expanded the use of virtual fashion shows Victoria’s Secret invited the 1999 Superbowl audience to watch its live fashion show to be broadcast on the Internet during the week following Millions of people signed on to watch causing the system to overload Since then, innovators such as Saks Fifth Avenue and Ralph Lauren have expanded the use of virtual fashion shows

42. Models and Supermodels Models during the first part of the 20th century were viewed as figures of scorn and scandal It was not until after WWI that the status of fashion modeling improved and was considered an appropriate career for young women Models during the first part of the 20th century were viewed as figures of scorn and scandal It was not until after WWI that the status of fashion modeling improved and was considered an appropriate career for young women

43. Model Agencies John Robert Powers was credited with starting the first modeling agency in 1923 Powers and his wife were out of work actors who were asked to find models to pose for commercial photographers Powers had pictures taken of his models, put together a catalog and sent the catalogs to anyone in New York who might be prospective clients John Robert Powers was credited with starting the first modeling agency in 1923 Powers and his wife were out of work actors who were asked to find models to pose for commercial photographers Powers had pictures taken of his models, put together a catalog and sent the catalogs to anyone in New York who might be prospective clients

44. Ford Agency Started in 1946 Former model Eileen Ford recognized the special needs of models and their career development She provided training and professional advice to her models Ford Agency became one of the largest international agencies and set the standards in an industry that has become highly lucrative Started in 1946 Former model Eileen Ford recognized the special needs of models and their career development She provided training and professional advice to her models Ford Agency became one of the largest international agencies and set the standards in an industry that has become highly lucrative