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Part 6 / Fashion Promotion
The Fashion Show
Coordinator
A fashion show coordinator is in charge
of the entire presentation. In a retail company,
this might be the fashion director. This person
creates and coordinates the fashion image and
buying program for one or many stores. For a
small apparel shop, the fashion show coordinator
is most likely the owner of the shop. For joint
shows, an expert might be sent from a fashion
magazine to coordinate the show. For school or
civic fashion shows, a member of the group is
chosen to be the coordinator.
The fashion show coordinator plans all
arrangements, delegates responsibilities,
and is accountable for all details. Jobs to be
accomplished differ according to the complexity
of the show. For a small runway show, a
merchandise coordinator, model coordinator,
stage manager, promotion coordinator, and
commentator might be appointed. For a larger
show, people might be assigned to specifi c jobs
within several committees, 23-7.
The fashion show coordinator and committee
chairpersons must continually review the
progress of the plans for the show, making sure
that deadlines are met by all those involved. They
must try to foresee any problems and be fl exible
to solve or work around them. The fashion show
coordinator should keep a diary that serves as a
reminder list of details to be completed. Follow-
up dates for various tasks and future needs for
the show are written in it. After the show, it is a
resource for planning future shows.
Pinpointing the Audience
Pinpointing the target market of the fashion
show impacts all other decisions. The age,
gender, income/spending habits, and lifestyle of
the audience dictate the merchandise and theme
for the event. Based upon the target audience,
the theme might emphasize bridal, career, or
casual wear. Appropriate garments and trends
promoted in the show must match the needs of
those who attend, 23-8.
Fashion shows can have a guaranteed or
created audience. A guaranteed audience is
established before the show is organized and
will attend regardless of the show. For instance,
a fashion show at a business luncheon or
Responsibilities for a Large Fashion Show
Merchandise Committee Promotion Committee Commentary Committee
Merchandise selection/return
Preshow fi ttings/alterations
Dressing room supervisor
Dressers
Lineup and cue manager
Starters
Publicity coordinator
Advertising coordinator
Photographer
Invitations
Ticket sales/distribution
Program editor
Commentary writer
Commentator
General announcer
Model Committee Staging Committee Hospitality Committee
Model selection/training
Model coordinator
Choreographer
Hair technician
Makeup technician
Set and runway construction
Props manager
Music director
Musicians or recordings
Backstage manager
Sound technician
Lighting technician
Safety and security
Site reservation
Food/refreshments coordinator
Servers, caterer, etc.
Room and table decorations
Seating host or ushers
Gifts and door prizes
Insurance
23-7 Although each show is different, committees such as these are organized according to the
type and size of the fashion show. Each committee has a chairperson who reports to the fashion
show director as well as people doing various subcommittee jobs.