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Part 6 / Fashion Promotion
Merchandise Selection
Merchandise selection involves choosing the
best garments, shoes, and accessories for the
show. The merchandise must represent the latest
trends. This creates excitement and encourages
purchases after the show. Retailers should have
the items available in their stores at that time. For
press and trade shows, workrooms of designers
and manufacturers sometimes fi nish garments just
before showtime to present their latest designs.
Fashion show merchandise should be
chosen that matches the age, sex, lifestyle, and
spending habits of the audience. Merchandise
that seems too expensive intimidates customers,
since they can’t afford to purchase the items.
On the other hand, merchandise that is less
expensive than the taste of the audience is
undesirable. Three-quarters of the merchandise in
fashion shows should be items the audience will
buy and wear. The other one-quarter should be
far-out and fun, as in 23-11, or exquisite items for
the audience to dream about owning, as in 23-12!
Five to eight merchandise categories are
usually included in a show. They may correspond
to retail departments or lifestyle activities,
such as casual/leisure clothing, exercise wear,
or evening clothing. The strongest fashion
statements should be made in the fi rst and last
categories of the show. The fi rst category must
capture the attention of the audience. The last
items should leave a feeling of excitement and
urgency for the audience to try on and buy some
of the garments!
Merchandise categories usually build from
the most casual to the most dramatic. A show
of only careerwear may be divided according to
different designers. A bridal show might have
categories of traditional styles, bridesmaid
dresses, mother of the bride outfi ts, sophisticated
gowns, and others.
When retailers lend merchandise for a civic or
school show, merchandise categories should be
matched to the store offerings. If several retailers
participate, more choices and ideas become
available. Also, small stores with limited inventory
can participate. Fashion show policies must be
the same for all stores, to avoid favoritism.
The number of outfi ts to be shown is paced
at one or two per minute. This gives the audience
time to thoroughly absorb the trends, but not
become bored. Thus, for a 45-minute show, 45 to
90 accessorized garments are shown.
Fashion Show Budget
Show Title
Date Location Time
Budget
(planned)
Actual
Revenues:
Ticket sales (quantity sold x price)
Cooperative sponsorship money
Company promotion allocation
________ ________
________ ________
________ ________
Total revenues:
________ ________
Expenditures:
Physical Facility:
Site rental
Stage backdrop
Props
Runway design/construction
Lighting design/installation
Chairs
Tables
Decorations
Equipment and Technicians:
Music
Public address system
Photographer/video crew
Hair stylist
Makeup artist
Publicity and Advertising:
Press release preparation
Photography
Publicity distribution
Advertisement production
Media space/time
Tickets/invitations
Programs
Show Personnel:
Models
Dressers
Starters
Commentator
Transportation
Hosts/ushers
Merchandise:
Damages/repairs/losses
Security
Hospitality:
Food/beverages
Entertainment
Gifts/prizes
Gratuities
Celebrity transportation/hotel
Insurance
Taxes
Emergency Reserve
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
________ ________
Total expenditures:
________ ________
23-10 A budget is necessary for every
fashion show. However, the categories used
and the dollar amounts differ depending on
the scope of the show.