Chapter 23 / Special Event Fashion Shows
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Production shows use many models and
require a great deal of organization and advance
planning. Sometimes they accompany a dinner
and are part of a major charity fund-raiser for
hundreds to thousands of people. Expensive
fashion merchandise is featured.
The formal runway show is a typical
presentation of fashion models parading on a
runway in a certain order of appearance. It is
held in an auditorium, hotel or restaurant, or
salesroom. The merchandise and staging follows
a theme, plus there is special lighting, music,
and commentary. Commentary is a spoken
explanation of what is going on, especially
pointing out specifi c features of each outfi t being
modeled, 23-5.
Formal runway shows are aimed toward
certain consumer groups or specialty retail
buyers. They might be for career women, men’s
sportswear enthusiasts, or those interested
in children’s clothing. Runway shows present
new lines and seasonal trends. Some type of
refreshment is usually offered.
An informal fashion show is a more casual
presentation of garments and accessories.
Models walk through the manufacturer’s
showroom or the sales fl oor of a retail store. They
may carry a sign, business card, or handout with
information about the merchandise and how
it can be purchased. This requires much less
preparation since no music, lighting, or staging
are used.
Another type of informal fashion show
is tearoom modeling in which models walk
individually from table to table in a restaurant
to show and tell about what they are wearing.
After going around in one outfi t, the models
change to a different accessorized garment to
model the same way. They may give cards to
interested consumers that entitle the holder to a
certain discount on purchases at the store that is
sponsoring the show.
Planning Fashion Shows
Advance planning of fashion shows is very
important to enable the fi nal presentation to run
smoothly and professionally. See 23-6.
Details include organizing the committees
and jobs to be done. Both verbal and written
communication are very important and should
be encouraged. Written directions can help to
eliminate misunderstandings among all those
who are involved. The directions can be reviewed
periodically so no details are forgotten or
duplicated by more than one person.
Major advance planning decisions must
be made about the audience, theme, time and
location, and safety and security. Also, the budget
must be carefully planned, with allocations for
each type of expense.
Khakimullin Aleksandr / Shutterstock.com
23-5 As clothes are modeled in formal
runway shows, a commentary explains the
new trends. In menswear shows, examples
of trouser features to be mentioned might
be pleated or fl at front, cuffed or straight
hem, or spandex added to the fabric for
comfort.
Fashion Merchandising at Indiana University of Pennsylvania
23-6 Planning a fashion show takes a lot of
advance planning and attention to details.