Transcript The Background - Kecoughtan Marketing

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
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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 sixevent, 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
 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
Ready-to-Wear
Informal
Tea-Room
Trunk Show
Mannequin
Modeling
All types of
Merchandise
Multimedia
Production
Video
CD-ROM
Internet
All types of
Merchandise
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
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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
1. A formal written request, with the sponsorship
of two current members is presented and voted
on by the entire organization
2. Workrooms, providing quality workmanship,
must be established in Paris
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 fillin 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