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TYPES
OF FASHION SHOWS
The
Industrial show or trade show-
The industrial or the trade show is sponsored by a
producer of raw materials (usually textiles) or a
manufacturer of apparel. The audience is usually composed
of professionals and/or the press. In that case of
raw materials producer, the audience will include
apparel designers, piece goods buyers for apparel
producers, retailers and the press. The objectives
of such shows are to demonstrate the versatility,
utilization and appropriateness of the raw material
product in the design, technology and manufacture
of fashion.
The
Retail show-
The retail show is sponsored by the retailer for presentation
to several different types of audience. The major
types of retails shows are:
a)The
internal or in-store show-
The internal or the in-store show is designed
to inform store personnel of the new and exciting fashions
that the store will be promoting. Its purpose is to
acquaint its audience with the new merchandise, stimulate
their enthusiasm, and suggest selling points and sales
approaches. It serves to implement advertising and promotion
planning throughout all the divisions and departments
of the store.
b)The
customer show- This is a presentation
to customers which features storewide, seasonal, departmental,
designer private label or manufacturer name brand themes.
It provides information and advice. Such shows are normally
held in a store auditorium, restaurant, theatre or a
public area in a shopping mall.
c)The
community or charity show- This type
of show is co- sponsored by the store with a local institution,
civic association, women's group or fund raising charity..
The objectives in addition to selling the merchandise,
are institutional- increasing goodwill and building
a strong community position.
d)The
press show-
the press show is a special performance for editors
and members of the press and broadcast media, usually
given in advance of the regular performance. This is
a practice of the larger designer/ manufacturer and
retail sponsors who wish to retain themselves of substantial
publicity.
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