The Fashion Show: Why? When? How?
I have this picture up this is very nostalgic for me because it's a picture of so many designers and models and makeup and hair people all who worked on fashion one year and I'm actually there in the middle, the skinny, bare faced one sitting on the ground, I looked like I was twelve, but it was nineteen, ninety nine and this is a little nostalgia because I'm really proud of our origins but also to emphasize how important this community is and the's building these teams and knowing that a fashion show just takes there's no way to get around having an incredible amount of people involved, whether you know, whether you're heading them up or someone's doing it for you or you're just involved, you know, you're just a guest designer in a show I think it's a really important thing to respect the sheer scope of what's involved. So that's, why we wanted to kind of break it down today and and allow you to address all those issues so that you can create your own fashion show when you're ready fo...
r it. All right? So as we said, it's the why, the when and the how so I've broken it down into three particular ones, so for the y the simplest question you want to ask yourself, is it a personal reason or professional reason, a business reason and here I think that what we're weighing is, you know, is it something we want to feel? Do we feel like we need a little glory like you mentioned? You know, that sense of people are celebrating me and my work by coming to fashion show because that's that's perfectly valid, you know, we we work hard, like, you know, all year gearing up for this and having a moment, we kind of kind of celebrate what you do is really exciting, but if you approach it from a business point of view yourself, how is this valuable to your plans for, for the business of fashion design? Then I think you end up having to answer a whole lot of other questions, and I think they could be really helpful because in the end it the fashion show is this huge investment in time and resource is so you don't want to do that for a twenty minute or ten minute or however long the fashion show is you want to be fruitful and provide additional things and experiences and content that you can extend the life of the experience afterwards, we'll talk a little bit about that later, so the second one is the when and this is are you on the calendar or are you off? And by that I mean, we know that um sometimes from a business standpoint, we need to be on the calendar in order teo connect with people early enough, for instance, that are going to be buying and selling your clothes after the fact so the big industry shows usually happen ah, head of season, so in february, the shows will be showing fall merchandise and and giving that sort of that buffer of time. But sometimes fashion shows, you know, that's the business point, but then one of the entertainment value of fashion shows or promotional value of fashion shows can come at any time of year, and they can attach to any situation, because sometimes we forget that most of the general public looks at fashion in two ways shopping and the entertainment value. So there are people who the show's air just merely entertainment like going to the theater, and then they leave and they don't give it a second thought it was fun that was great, it was exciting, and it was all about the experience. So ah lot of designers walk into the idea. I mean, you know, go into the process of creating a fashion show thinking this is going to solve all their problems, you know, they're going to have buyers, they're goingto have press the truth of the matter is that in most major cities that air fashion cities yes, the buyers and the press are probably there, but when it comes to regional areas and we've learned this in boston it's not about that it may be the fantasy, but the rial value of it is connecting with your audience locally because anyone who's thinking about buying you know, globally and that kind of stuff is going to be going to the major hubs. So although it would be nice if we got buyers and press from all around the world coming in what we really need to concentrate when we're doing fashion shows either elect for charities or, you know, like in our local communities any given time of the year is how are we connecting and maybe building a customer base? So that kind of speaks to when you do it because for some people they want to see a fashion show and they want to buy it the same day or that in that season. So in september there may be a fashion show, and in boston we have designers who show on both timetables they'll show in season which will be so that that customer could in theory go to that show ruler that shop and buy the next week and other people are predicting are projecting for the next season so that they have for the buyers that need that lead time or not just even the buyers but sometimes the press you know, magazines need a long lead time, any kind of promotional thing. So, again, this strategy of when is very, very important because they're not created equal. And then do you have? The resource? Is this one seems pretty simple enough. But after we go through the checklist, I think everyone's going to wonder if they have the resource is, and it doesn't mean always money. But actually, do you have the talent, the talents, all the creative talent and on logistical talent to make things happen?