6.04 Special Events in Fashion. Special Events Promotional activities designed to increase customer...

6.04 Special Events in Fashion

Special Events

Promotional activities designed to increase customer traffic, sell goods, and improve company image.

• Not typical day-to-day promotions.• Used to reach potential and current

customers.

Types of Special Events

Fashion Shows

***Popular special events that use live models to present apparel and accessories.

• Formal Modeling: includes a runway

• Informal Modeling: can be anywhere, and models walk around the customers

•Fashion shows often attract significant media attention.

When planning a fashion show…

1. Purpose of the show.

2. Budget.

3. Target audience.

4. Theme, keeping the audience, merchandise, and time of year in mind.

5. Prepare timeline, including responsibilities and duties.

6. Schedule location, date, and time.

7. Guest list.

8. Select merchandise and models.

9. Lineup, music, and choreography.

10.Security of the merchandise, equipment, participants, and audience.

11.Prepare the promotional plan and send press releases and invitations.

12.Develop the program, script, tickets, and other items needed for the show.

13.Prepare the stage, runway, backdrop, decorations, lighting, and props if these are to be used.

14.Rehearsals.

15.Evaluate the effectiveness of the show.

Trunk shows

• Attracts media attention

• Advertisements in the newspapers and direct mail invitations

• Many times live models are used.

***Designers or company representatives bring a collection to a store for a short period, possibly a day or two, for customers to view.

Special sale

• **Usually as exclusive offers or during private shopping hours; such as back-to-school teen discount at midnight for 15% off

A promotional event during which a store offers specific customer discounts and/or special merchandise discounts.

Celebrity Appearance

• Usually the celebrity’s presence will guarantee crowds.

• The customer’s initial intention is to see the celebrity, but usually the increased traffic translates into sales throughout the store.

• ***Jessica Simpson signs autographs at Belk

A personal appearance by a famous person or group for the purpose of bringing attention to the store.

Demonstrations

• *****Very common in the cosmetics industry

Designed to entice customers to purchase a product by showing how to use it.

Charitable celebrations

• Sometimes called benefit shows

• Usually help raise money for not-for-profit organizations

• ***donating $1 of

every item purchased

Promotes causes and raises awareness while putting the name brand in front of an audience.

Fashion awardsAward celebrations

that bring publicity to the fashion industry by recognizing outstanding designers as well as showcasing new and rising designers.

• The American Fashion Awards

• VH1/Vogue Fashion Awards

• Council of Fashion Designers of America Awards

Sampling

• If the customer likes it, they may become a regular user.

• Utilized primarily in the cosmetics and fragrances industry

Giving away free products or charging a minimal price for introductory products.

Premiums

• Very prominent in the fragrances and cosmetics industries

***Free gifts or comparatively inexpensive items used to reward purchasers of selected products.

***buy a “this”, get that free

Personal Improvement Session

• These talks and demonstrations turn lookers into purchasers.

A seminar on personal grooming, make-up, proper dress, and do’s and don’ts of fashion.

• Employees are encouraged to do community service projects

• ***Belk employees who help unemployed women learn to “dress for success”

Teen Board

• Students attend monthly meetings, plan fashion shows, participate in store functions, and complete service projects.

***A group of high school students hired by a retail store to wear it in the community.

***Report comments back to the store about the clothing