Chapter 23 / Special Event Fashion Shows
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the introduction of the newest fashions on Paris
runways to the showing of ready-to-wear apparel
in small stores or community programs across
the country.
Fashion Shows Serve
Many Purposes
Fashion shows are theatrical presentations
of apparel and accessories on live models, 23-1.
They are often presented at the beginning of
fashion seasons to introduce new merchandise.
Live models wearing completely accessorized
outfi ts promote fashion apparel better than fl at
photos or garments on hangers.
Fashion shows take place at several market
levels. Couture designer collections are shown
to elite customers and the press. Apparel
manufacturers’ lines are shown to retail buyers,
23-2. Consumer fashion shows are presented by
retailers to consumers.
A fashion show for retail promotion makes
a visual statement that helps sell merchandise
in an exciting way. It educates customers about
the latest trends in silhouettes, fabrics, colors,
and accessories while providing entertainment. It
attracts new customers and keeps current ones
by showing the retailer’s fashion authority. It also
indicates the depth and breadth of merchandise
carried by the retailer, such as different brands,
features of private label items, or special offerings.
Various designers, manufacturers, or
retailers may hold promotional fashion shows for
business programs and social luncheons. Also,
to provide goodwill within a community, stores
may participate in fund-raising benefi ts for civic
groups. Fashion show tickets are sold, with the
proceeds going to a specifi ed charity. Sometimes
a local or national celebrity narrates the show.
Cooperative fashion shows are jointly
sponsored, with expenses shared by two or more
Maxene Huiyu / Shutterstock.com
23-1 Fashion shows are special events that
parade outfi ts, such as this formal outfi t, in
front of audiences.
Zvonimir Atletic / Shutterstock.com
23-2 Manufacturers’ fashion shows can
present all the style numbers in the
company’s line so retail buyers can pick
their choices to stock and sell.