1. Copyright © Bloomsbury Publishing Inc. 2013 All rights reserved
Copyright © Bloomsbury Publishing Inc 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:

2. CHAPTER THREE The Plan

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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

22. 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

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

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

25. 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

26. 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

27. 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

28. 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

29. 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

30. 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