1. The Background
Chapter 2

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

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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

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

16. 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

17. 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

18. 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

19. 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

20. 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
garments are shown in 30 minutes

21. 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

22. 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

23. 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

24. 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

25. 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

26. 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

27. 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