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Part 6 / Fashion Promotion
organizations. To promote both businesses, they
may be cosponsored by
•
a designer or manufacturer with a retailer
that sells the designer’s or manufacturer’s
merchandise.
•
a fashion magazine with a retailer that
carries the trends or lines featured in the
magazine.
•
a home sewing pattern company with a
fabric store that sells the fabrics that have
been made into garments from the patterns.
In other instances, retail salespeople learn
from in-store-produced training shows, usually
presented in the morning before the store opens.
Such shows educate salespeople about specifi c
trends and selling features of the apparel that
will be for sale to customers during the upcoming
season. Tips on merchandise presentation and
coordination with the store’s overall promotional
plans are also given. The morale of employees
improves, while their loyalty toward the fashion
leadership of the store increases.
Fashion shows are also produced by fashion
students, so they can show their creations
and learn how to produce shows. See 23-3.
The students learn how to model, and gain
knowledge about planning, presenting, and
evaluating fashion productions.
Types of Fashion Shows
Fashion shows can be large extravaganzas
with months of preparation involving many
people, or small, informal events with limited
preparation and casual presentation. The most
elaborate and expensive type of fashion show
is the production fashion show. It includes
backdrops, lighting effects, and entertainment.
Modeling choreography is coordinated with live or
specially produced music. Choreography is the
planned arrangement of movement, such as with
specifi c dance steps or gestured moves, 23-4.
Apparel Design, Merchandising and Production / Iowa State University
23-3 This college fashion show is presented
with creative fl air by students who plan
to become professionals in the fashion
industry.
San Francisco Fashion Week; ©Arun Nevader/WireImage
23-4 In this runway show, the choreography
specifi es how and when these two models
pass each other.