Chapter 23 / Special Event Fashion Shows
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Follow-Up and
Evaluation
When the show is over, there is still work
to be done. Striking the stage refers to
physically disassembling the set and returning
props and equipment. Most people involved
with the show should help. Garments and
accessories should be returned to retailers as
soon as possible. They must be clean, pressed,
and have their original hangtags attached.
Merchandise loan records are completed as
merchandise is returned.
Thank-you notes should be sent as soon
as possible after the show to businesses
and individuals who provided merchandise,
expertise, promotion, and/or time to the
presentation. Fashion show bills should also be
paid promptly.
The last important task is an evaluation of
the show by all persons involved. This should
take place within days of the show, while all
details are fresh in people’s minds. Retailers that
present fashion shows often have evaluation
forms on which to summarize all aspects of the
show, with notes on what was especially good
and what can be improved upon in the future.
These are put into a binder with an accounting of
the budget and expenses, model lineup sheets,
merchandise loan records, and other information.
The evaluation helps those involved to make the
next show even better.
Summing It Up
Special events provide promotion through
celebrity visits, contests, and other ways. Fashion
shows are popular special events, often used to
introduce new merchandise at the beginning of
fashion seasons. Accessorized outfi ts, worn on
live models, promote fashions better than fl at
photos or garments on hangers. Different types
of fashion shows serve various purposes for
certain target audiences.
Advance planning and communication of
job assignments is important for professional
presentations, headed by the fashion show
coordinator. Pinpointing the age, gender,
income/spending habits, and lifestyle of
the audience dictates the merchandise and
theme for the event. The time and location are
coordinated with the needs of the audience.
Safety and security must be considered for
merchandise, equipment, show participants,
and the audience. Budget planning must
forecast expected revenues and expenditures.
Merchandise and model selection must
be coordinated. Merchandise should be of the
latest trends. The models should be able to
present outfi ts to the audience in a believable
way. The lineup is determined by the model
order and fi ttings.
Stage decorations, backdrops, runways,
lighting, and props create a background and
atmosphere for the fashion show. The dressing
area must be functional, and audience seating
arrangements must provide visibility from every
location. Music can be live or taped, instrumental
or vocal. The models’ entrances, cues, runway
routines, and exits are choreographed ahead
of time. The commentary is meant to entertain
the audience, put everyone at ease, and sell the
merchandise.
Fashion shows are promoted with publicity
from distributed press releases. Advertising,
signs, posters, and direct mailings are used,
budget permitting. The promotion committee also
handles the design/printing of invitations, tickets,
and programs.
Rehearsals are held to practice all aspects of
the show. A smooth performance starts on time
and covers mistakes that happen. After the show,
personnel strike the stage, return merchandise,
write thank-you notes, and pay bills promptly.
An evaluation of the show helps to make future
shows even better.