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Producing
a Good Show
Budgeting
In
planning a fashion show, the primary consideration,
of course is the objective of the show. The other considerations
would certainly include the type and size of the audience
and location of the show. The character and scope of
the show heavily depends on the budget. Depending on
its specific purpose and theme every fashion show has
a list of budget items that has to be considered. It
is useful to use some type of checklist to be certain
that there is enough in the budget to cover each of
the following:
- Rentals
(hotels, catering etc.)
- Commentator
fee
- Model
fees
- Transportation
(trucks, taxis, VIP travel)
- Stage
and ramp construction, curtains and props
- Music
- Advertising
and publicity
- Public
address system, sound equipment
- Lighting
- Electricians,
carpenters and painters
- Alterations,
pressing and dressing, hairstyling and make-up
- Tickets,
posters, invitations and programs
- Insurance,
security, depreciation of merchandise
Mailing
invitees
Invitations
are often the first link that your audience will have
to your event. The invitation is an opportunity to introduce
yourself to the world. This does not mean it should
be a flamboyant, hand-made thing that falls apart when
it comes out of the envelope. However, that does not
mean that invitations can't be creative and personalized,
but they should be professional looking. A simple and
straightforward invitation is also perfectly acceptable.
Invitations
to fashion show events should be in mail atleast three
weeks ahead of the date of the show in order to allow
time for buyers or press to RSVP. If any mishap occurs
and invitations are delayed by the printer, other methods
of reaching the press and retailers can be effective
at short notice such as a mailgram to announce the event.
Since artwork, mechanicals and printing require considerable
lead-time for production, the event manager should work
in league with the printer. When discussing printing
elements be sure to include costs for the show program
and publicity kit press covers.
Style-
The style can be kept simple. A postcard with an attractive
design on one side and the reverse side providing the
following information on it:
- Time
- Date
- Location
- Description
of what you are presenting- whether it is men's wear
or women's wear collection, or both.
Even
if you are not having a formal guest list, invitations
must include an RSVP number (not your home number) and
preferably a fax number. Details like remembering the
people who call with inquiries and keeping a guest list
of people who make it to your show are essential in
order for you to be able to thank them at your show,
or sending a card afterwards.
Promotion
and publicity
Fashion
show promotions include multimedia advertising, posters,
invitations and tickets. Publicity includes press releases
of the theme and stories behind the show, information
about the designers, the fashions and the personalities
in the audience. Fashion shows are no events to be kept
a secret. They should be advertised aggressively.
Catering
Best
caterers in town are always booked so the best time
to catch up with them is months before the show. It
is important to start hunting for a caterer the minute
you come to know about the date of the event. It is
best to know the performance record of a caterer you
choose and their reputation for food preparation and
professional service. Ask someone from your industry
if you do not know who to appoint. Next call the caterers
to obtain the pricing. Remember that along with the
taste of the food the appearance and decoration should
also be appealing so keep in touch with the latest style
of food decoration. Tell this to your caterer and he
will take care of the rest.
What
to discuss with your caterer
-
Use
your caterer as a marketing/sales tool. He is more
likely has had many varied experiences on similar
occasions and can be useful in guiding you to the
best preparations and/or image you want to project.
-
Communicate
with him- Give him your ideas from his experience.
A caterer like an interior decorator must bring out
the best in his client.
-
Be
specific as to who is doing what- What is the caterer
providing and what are you providing? See whether
his pricing is only for the food or for the extra
items also.
-
Give
him some time to plan and execute the party plan.
Try not to change the details of the plan once it
is agreed upon.
-
Once
you have chosen the caterer, inform the others as
a matter of courtesy.
Venue
You
need to find a location for your show. The task of finding
a venue is made challenging by the fact that space is
the most valuable commodity. Don't be daunted by the
challenge, it simply means you need to get creative
in your mission. It takes a certain amount of creativity
to secure an appropriate location for your show. Thinking
outside the box is a good way to find a great space
to show. The conventional place for a fashion show is
in a hotel, club or a boutique. However, a note of caution,
if you use an unconventional space for your show it
is important to find a way of utilizing the space. If
you don't use a runway, there needs to be a way for
your audience to see the clothes up close and personal.
And if there is going to be no ramp sit with the choreographer
and decide what best can be done.
Music
This
a topic that needs a great deal of attention. Actually
it is never too early to think about the way you want
to use music in your show, and the music you play before
your show. There is nothing worse then waiting in silence
for a show to begin. Without music to soothe and distract
there is nothing to keep the audience from getting rowdy
if you make them wait. Music can be overwhelming, distracting
and vitally important to the mood of the show. The music
needs to fit as well as the clothes do. If you hire
someone to DJ your show (which is a great idea) make
sure that when you meet the DJ you actually listen to
the music that will be played during your show. Remember
that models are paid to strut down the runway to the
beat of the music. The beat will affect the pace that
the models walk, so walk to the music and make sure
it works. As already mentioned, the wrong music can
completely undo anything else right happening on the
runway. However, the right music will completely lift
people's sprits, inspiring them and sending them out
of the show in a toe-tapping cheerful mood. After the
music has been decided, the choreographer has to be
roped in so s/he can go ahead with the show.
Lighting
and sound/ Stage design/Décor
The
cynosure of everybody's eyes during the beginning of
any event will be on the stage. The quality of the event
can be easily determined with the kind of lighting and
stage design that’s there. So maximum importance should
be given to this aspect. When you contact the stage
designer explain the theme to him and let him work on
it. Here you don't need much of your creative inputs
since this stage will be taken care of totally by the
stage designer. After the stage has been designed the
choreographer has to come in to rehearse with the models
on stage. Given below is an ideal list of what are the
devices that could be ideally used for the lights and
sound during a fashion show.
For
the lights
- Lanterns
- Power
pack to handle the lighting
- Lighting
desk
- Follow
machines with remote
- Colour
filters
- Intelligent/
moving lights
- Stands
or truss systems to mount all lights
- Cable/wiring
- Main
distribution system
- General
illumination outside the venue, green room and toilets
For
the sound
- Speakers
- Power
Amplifiers
- Crossover/
Equalizer
- Mixer
with microphones
- Headphones
- Microphones
- Cue
lights
Choreographers
What
would one do without them in a fashion show? After you
have decided on the décor, the lighting, the
stage design and everything, the choreographer comes
into the pictures. The way the models should walk, exhibit
the outfits and the sequence is taken care of by the
choreographer.
Stylists
The
main function of a stylist during a show is to maintain
the overall appearance of the clothes. S/he works along
with the fashion designer/s and needs a number of assistants
to help him/her during the show. S/he co-ordinates with
the hair stylists and make-up people and ensures that
everything goes smoothly. S/he has to see that the clothes
should be polished, they need to fit the models, and
there should be no wrinkles or loose seams exposed.
Your stylist should also participate in pulling together
shoes and accessories that complement the designs.
Hair
stylists and make-up
They
are the people who transform the look of the show. A
designer creates a garment but a make-up man creates
a look that goes with it so obviously this is a very
important thing. They take into consideration the colour
of the clothes, the theme, the lighting and other aspects
of the event. They should also consider the complexion,
the skin tone of the models and then give them a look
that suits them.
Theme
A
fashion show is not merely a collection and display
of clothes in front of an audience without rhyme or
reason. They need to be held together by some fashion
trend, concept or style theme. This is the peg on which
the store hangs its advertising and publicity. According
to its timeliness, interest and effectiveness the show
will either be very successful or it will be a damp
squib. Themes are derived from many sources. The theme
should reflect the fashion philosophy of the collection.
It can incorporate any of the following topics: season,
special occasion, vacation and travel, career, active
sports, new lifestyles, colours, fabrics and new technology.
A
show co-ordinator
The
show- co-ordinator is the key person in the production
of a fashion show. He or she must be endowed with fashion
know-how, patience, tireless enthusiasm and a fashion
show staff. The show co-ordinator must have the capacity
for detail and willingness to take over practically
any part of the production job.
The
show co-ordinator's major responsibilities are:
-
Appointing
the staff which include a manger to handle the garments,
a manger for taking care of the accessories, an alteration
person, several assistants to serve as dressing -room
workers and someone for pressing the garments. In
addition, display, advertising and publicity managers
should be kept well informed of the theme selected,
styles and colours to be featured and all pertinent
information.
-
Developing
the theme in terms of the actual merchandise. Included
in theme development is the designer's philosophy
or the store buyer's reasons for selecting the styles.
-
Discussing
with the designer or the store buyer the merchandise
that will be needed, what merchandise is needed and
what is ready and when it will be in. If this does
not cover the show's requirements, the co-ordinator
has to arrange for alternate merchandise in a range
of colours and sizes.
-
Arranging
date and time for fitting the models
-
Working
closely with the accessories manager during the fittings.
As the co-ordinator sees the garment on the model,
he or she can write out suggestions for the accessories,
and the manager of the accessories can carry them
out. Co-ordination between accessories and clothes
are extremely important.
-
Keeping
descriptive notes for the commentary, to be written
and delivered by the show co-ordinator, or by whoever
has been selected as the commentator.
-
Making
merchandise and model sequence charts for rehearsal
and show
-
Setting
up rehearsal arrangements and acquainting each committee
member with his or her responsibilities. All models
and assistants should be told the exact time and place
of the rehearsal and of the show and the approximate
length of the time that their services will be required.
-
Assigning
a responsible person to get models on and off stage
on time and to work as a liaison between the commentator
on stage and the dressing room backstage.
-
Arranging
for music for the rehearsal and show.
The
audience
It
is necessary to select the right audience from the point
of view and potential good customers for the fashions.
The show-co-ordinator must also ensure that there will
be a large enough audience to make all the time, effort
and expense worthwhile. If a sponsoring group is involved,
they must guarantee to deliver a minimum audience.
The
plan
The
show co-ordinator must not attempt a fashion show without
a well-organised plan of what is going to be done every
step out of the way. This plan will include date, place,
length of the show, its theme, how many models, who
the audience will be, what merchandise will be shown
and so on.
Duration
The
length of the show is important since it will determine
the number of models needed to show a predetermined
number of garments. Generally speaking forty-five minutes
should be the maximum duration of the show. In this
time a ramp show of fifty to sixty styles can be done,
depending on the number of models and their degree of
proficiency. A theatrical show may need more time for
the same number of styles.
The
merchandise
All
merchandise shown should fit into the theme of the show.
Models
The
element of the show that makes your designs come to
life is the models. Without them you have clothes on
a rack, but with them ... the right "them" of course,
your line becomes fully realised. Modelling agencies
will use that listing to inundate you with mailings
trying to "sell their wares". You should decide what
kind of models you need- upcoming ones or ones who have
established themselves. If you decide to rope in established
people then there will be a good deal of going around
and contacting done since the task to catch them during
their busy schedule is a task in itself. You should
also know how to talk to them and get the green signal
from them. The number of models you will need is based
on the number of looks the designer plans to show. It
is ideal to have a model for every look, which is possible
if your collection is small. If this isn't possible,
then it is fundamental to have enough models and skilled
dressers to handle the changes. It is helpful to find
models that fit into your pieces fairly well, this will
cut down on the amount of altering, or re-creating you
will have to do.
There
are several possibilities to satisfy the need for fashion
show models. Professional models are always the best choice.
But for small budgets, former models or the store's own
employees are possibilities. Other low budget alternatives
are members of the sponsoring group, design school students,
college students or dance school students.
The
number of models are determined by the number of garments
that is planned to show. Eight is generally the minimum
if you have professional models. When non-professional
are going to be roped in the show co-ordinator should
take into account their height and figure. The minimum
height should be 5"6".
Staging
Some
of the elements of successful staging are:
- A
stage, ramp or runway
- Theatrical
lighting and sound
- Music
- Public
address system
- Props
- Background
displays; multi-image slide or videotape show
Dressing
space
The
dressing space should be sufficient to accommodate the
models and the assistants. It should have full-length
mirrors plus other adequately lit mirrors for make-up
and hair styling. The room should have racks for the
garments that are to be shown as well as shelves for
the models to keep their personal clothing. The dressing
rooms should be easily accessible so that models can
get to the stage and back to the dressing room with
minimum confusion.
Commentary
Sometimes
the show co-ordinator can also act as the commentator.
At times, it is advisable to turn the commentary to
a local celebrity, such as a fashion editor of a magazine
or a newspaper or someone from a television show.
Everytime
a sale is made, the customer is told what a fashion
will do for her, where she can wear this style, what
its particular advantages are- all from a lifestyle
viewpoint. The audience in a fashion show is composed
of professionals who buy for that customer or perhaps
is that customer him/herself who is buying the garment.
The important thing for a commentator to remember is
that the fashion story should be related to the customer
and there is no need to make a speech and make it sound
like a fashion copy.
Rehearsal
A
run through, including all the people concerned with
the show, is absolutely necessary. A full rehearsal
is essential to check the co-ordination of the music
and lighting along with the event. Now the date of the
rehearsal depends on the size of the event. At this
time the listing sheet should be in everybody's possession.
If there are any inconsistencies like a model not being
able to make it for the show, the rehearsal poses the
best time to resolve all these problems.
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