The Background - Kecoughtan Marketing
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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
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
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