GUIDE TO PRODUCING A FASHION SHOW t h i r d e d i t i o n judith c. everett kristen k. swanson GUIDE TO PRODUCING A FASHION SHOW THIRD EDITION GUIDE TO PRODUCING A FASHION SHOW THIRD EDITION JUDITH C. EVERETT Northern Arizona University KRISTEN K. SWANSON Northern Arizona University Fairchild Books | New York Fairchild Books An imprint of Bloomsbury Publishing Inc 175 Fifth Avenue New York NY 10010 USA 50 Bedford Square London WC1B 3DP UK www.fairchildbooks.com First edition published 1993 Second edition published 2003 is edition published 2013 © Bloomsbury Publishing Inc, 2013 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or any information storage or retrieval system, without prior permission in writing from the publishers. No responsibility for loss caused to any individual or organization acting on or refraining from action as a result of the material in this publication can be accepted by Bloomsbury Publishing Inc or the author. Library of Congress Cataloging-in-Publication Data A catalog record for this book is available from the Library of Congress. Library of Congress Catalog Number: 2012945035 ISBN: 978-1-60901-506-0 Typeset by Progressive Publishing Alternatives Cover Design by Sarah Silberg Cover Art: Getty Images; Courtesy of Fairchild Archive Printed and bound in the United States of America This book is dedicated to all our students who have made our fashion shows better with their commitment and endless enthusiasm. CONTENTS Preface xi Acknowledgments xiii How to Use the CD-ROM xv List of Forms on the CD-ROM xv Chapter 1 The Fashion Dolls, Supermodels, and Celebrities 2 Chapter 2 The Background 34 Chapter 3 The Plan 60 Chapter 4 The Message 102 Chapter 5 The Workroom and Runway 148 Chapter 6 The Catwalk 168 Chapter 7 The Framework and Sound Check 212 Chapter 8 The Show 246 Glossary 282 Index 291 V EXTENDED CONTENTS Preface xi Acknowledgments xiii How to Use the CD-ROM xv List of Forms on the CD-ROM xv CHAPTER 1 The Fashion Dolls, Supermodels, and Celebrities 2 Fashion Show Defined 5 Fashion Show History 5 Notes from the Runway: My First Fashion Show 28 Fashion Dolls, Supermodels, and Celebrities—A Recap 30 Key Fashion Show Terms 30 Questions for Discussion 31 Fashion Show Activity 31 The Capstone Project 31 References 32 CHAPTER 2 The Background 34 Why Produce Fashion Shows? 36 Fashion Show Categories 39 Specialized Fashion Presentations 44 Notes from the Runway: Model Diversity in Fashion Shows 55 The Background––A Recap 57 Key Fashion Show Terms 57 Questions for Discussion 58 Fashion Show Activities 58 The Capstone Project 58 References 59 CHAPTER 3 The Plan 60 Developing Leadership 63 Targeting the Audience 69 Timing the Show 72 Finding a Venue 74 Creating Fashion Show Themes 78 Estimating the Budget 79 Protecting People and Things 87 Finalizing the Fashion Show Plan 89 Notes from the Runway: So, You Want to Be a Fashion Stylist? . . . 93 VII VIII | EXTENDED CONTENTS Notes from the Runway: Budgeting Is Vital for a Successful Fashion Show 96 The Plan—A Recap 99 Key Fashion Show Terms 99 Questions for Discussion 100 Fashion Show Activities 100 The Capstone Project 100 References 101 CHAPTER 4 The Message 102 Promotion 105 Advertising 106 Public Relations 114 Direct Marketing 126 Other Forms of Promotion 131 Sponsorship 132 Creative Development of Promotional Materials 135 Promotional Strategies That Will Work for Your Show 139 Notes from the Runway: Branding a Fashion Show 140 Notes from the Runway: Public Relations for a Luxury Fashion Retailer 142 The Message—A Recap 144 Key Fashion Show Terms 145 Questions for Discussion 146 Fashion Show Activity 146 The Capstone Project 146 References 147 CHAPTER 5 The Workroom and Runway 148 Merchandise Selection Process 150 Relationships with Merchants 158 Merchandise Pull 158 Merchandise Lineup 158 Merchandise Fittings 159 Notes from the Runway: The Clothing! 164 The Workroom and Runway—A Recap 166 Key Fashion Show Terms 166 Questions for Discussion 166 Fashion Show Activity 166 The Capstone Project 167 References 167 CHAPTER 6 The Catwalk 168 Fashion Models 170 Model Classifications 172 Career Opportunities for Models 177 EXTENDED CONTENTS | Ix Modeling Agencies 179 The Downside of Modeling 182 Professional Versus Amateur Models 187 Number and Rotation of Models 191 Model Responsibilities 194 Beauty on the Runway 197 Choreography 200 Notes from the Runway: Inside a Modeling Agency 204 Notes from the Runway: You Find Amateur Models Anywhere, Everywhere . . . 207 The Catwalk—A Recap 209 Key Fashion Show Terms 209 Questions for Discussion 210 Fashion Show Activity 210 The Capstone Project 210 References 211 CHAPTER 7 The Framework and Sound Check 212 Staging 215 The Dressing Area 220 Backgrounds 221 Props 222 Seating Patterns 224 Lighting 225 Music 228 Sound System 234 Verbiage 235 Notes from the Runway: Copyrights and Permissions 241 The Framework and Sound Check—A Recap 243 Key Fashion Show Terms 243 Questions for Discussion 244 Fashion Show Activities 244 The Capstone Project 244 References 245 CHAPTER 8 The Show 246 Rehearsing 248 Preparing Backstage 256 Presenting the Fashion Show 259 Closing the Show 261 Striking the Show 262 Being Professional 264 Canceling a Show 265 Wrapping Up 266 Evaluating 266 Specific Elements to Evaluate 270 [...]... volunteers A fashion show director is the individual charged with the 66 | GUIDE TO PRODUCING A FASHION SHOW responsibility of producing the school or charitable organization fashion show, planning all arrangements, delegating responsibilities, and accepting accountability for all details In school or charitable organization productions, the fashion show director may be a faculty member or a person selected... director A school typically utilizes a faculty member, who teaches a fashion show production course, whereas a charitable organization may select its fashion show director from the group’s membership A retail store fashion director, public relations director, or special events director is an individual responsible for creating the fashion image for that particular retailer The fashion director, in cooperation... The definition of fashion show planning • Different fashion show leadership types • Audience formation and demographic characteristics • Establishing date, time, and the fashion show venue • The definition and use of a fashion show theme and scene themes • How to establish a fashion show planning budget • Why it is necessary to create a fashion show calendar and timeline • How to protect people, merchandise, and the venue... and runway design that can enhance the image or theme established in the early stages of planning Distinct patterns for runways, seating arrangements, and the appropriate use of lighting and props are featured Music has taken center stage in fashion show production Show planners and the audience know that music can enhance or detract from the ambiance of a show more than almost any other theatrical element... of the major focuses of this chapter The last chapter in the third edition of Guide to Producing a Fashion Show outlines the rehearsal, show, and wrap-up All of the advance preparation pays off on the day of the show Rehearsal is complete and participants are excited to see everything pulled together, finally having the opportunity to introduce the show to the target audience The thrill of all activities... that all individuals are aware of details People often give directions verbally in a hurried manner, only to have the hearers forget later what was said exactly; written communication allows both parties to refer Fashion Show Director Budget Coordinator Promotion Coordinator Merchandise Coordinator Model Coordinator Stage Manager Plan Budget Plan Event Design Plan Ideal Chart Plan Walks & Model Looks... organization with an existing membership list is considered a guaranteed audience An audience that is established after the show is planned, as a result of promotional activities, is considered a created audience A retailer may use a fashion show to attract an audience for the premiere of a new department The retailer is creating a new audience by producing a show that meets the needs of the audience... manager, stagehands, and audio and lighting technicians The stage manager also supervises any announcers and verbal communication presented at the show Some facilities, such as city auditoriums, have a stage manager on their staff and may require that they be hired by the group when the venue is rented Promotion Coordinator Although a retail store may delegate the promotion responsibilities to the advertising... to Marc Jacobs for final adjustments All of these efforts go into creating a spectacle that looks inspirational and effortless to the anxiously awaiting audience The show lasts 9½ minutes Figure 3.1 illustrates a Marc Jacobs fashion show that keeps people talking Planning involves all aspects of preliminary preparation necessary to present a well-executed show Planning must be appropriate to the purpose... the fashions from a comfortable location A production or runway show may be required if the audience is large, filling a grand ballroom or an auditorium Small audiences allow a more intimate environment between the models and the audience; therefore, an informal show setting within a retail store or restaurant may be appropriate If it is necessary to limit the number of people attending a fashion show, . GUIDE TO PRODUCING A FASHION SHOW t h i r d e d i t i o n judith c. everett kristen k. swanson GUIDE TO PRODUCING A FASHION SHOW THIRD EDITION GUIDE TO PRODUCING A FASHION SHOW THIRD EDITION. online and social media. We have also incorporated Fashion Show Activities and the Capstone Project at the end of each chapter. Accompany- ing the Capstone Project is a CD-ROM that has several forms. the third edition of Guide to Producing a Fashion Show are to lead individuals through the process of planning and pre- senting a fashion show, and to outline the steps necessary for organizing