Although there is room for an occasional classic, or for a prophetic number, by and large you should be showing what your customers can buy right out of your department that day.
Exception: The vendor trunk show, the point of which is to let customers see and possibly order numbers you don't stock, as well as those you do.
Choose accessories also with an eye to what the related departments are stocking enthusiastically, as well as with an eye to how they show off your merchandise.
In an accessories demonstration, choose dresses and coats that their buyers recommend as strong, newsworthy sellers.
Vary your price lines to include an occasional inexpensive number with dash and appeal, and some higher priced numbers with strong fashion impact.
Balance your assortment as you balance your stock. Give heaviest representation to those categories with the greatest significance to the audience you plan to reach.
Building Attendance
Publicize your fashion show just as you would publicize a new lot of merchandise or a special sale:
- advance announcements in ads, windows, posters, mail
- invitations to customer mailing list - yours or the store's
- notices posted in windows, elevators, everywhere you can get permission to post them
- advance notices to the press
- mention in every announcement of the theme, time, place, and featured commentator.
If your show is a lunch-hour or after-five event for business women, be explicit about starting time and length of show, and whether or not box lunches will be available. And be meticulous about observing your schedule.
If admission is to be by ticket (generally wise), start distribution a week or two before the day.
Coping with Limitations
Recognize whatever limitations circumstances impose and plan to work within them. For example:
- Amateur models: Not as fast or unflappable as professionals. Have fewer changes per girl. Take time to coach, encourage, and reassure. Give small gift, along with your thanks.
- Limited budget: Better to have a few expert models at high rates than a larger number of less experienced girls. The pro can handle more changes with less confusion than a beginner and with less backstage help.
- Small stage: Don't have too many models on stage at once. If run way is small or not available, plan what you want each girl to do on stage-walk, turn, stand.
- Limited time: Pare down number of garments. Keep commentary brief. Bring garments on stage and discuss in groups.
- Informal showing: When models move among audience in restaurant, or among customers on selling floor, don't expect them to move at a gallop. Let them talk to customers who wish to inspect garments.
- Stage fright: For your first few shows, get the most expert models you can afford. Their poise will give you confidence. Knowing that they will cover any goofs you may make, you'll be more secure and less likely to forget or fumble.
- No models: When you show garments on hangers, try to have an assistant take each in turn from the rack and hold it against her to show the effect. Leave your own hands free to hold notes or point out special features. Leave your mind free to concentrate on what you are saying.
Inevitably, a fashion show involves a variety of merchandise costs from spoilage, damage, and lost or stolen items. To keep these costs down:
- Require records of everything used in the show for which your department is responsible.
- Require checking by assigned persons as you pack up after the show, to make sure nothing is overlooked.
- Insist on cleanliness in dressing rooms, stage, runway. If these areas are less than immaculate, garments will be soiled.
- Cover shoe soles with masking tape to avoid scuffing them.
- Require dressers to hand garments carefully and promptly after use.
- Provide protection against outsiders who may consider the dressing-room bustle an invitation to help themselves. Your protection department should be consulted, whether your show is in or outside of the store. If you are with a store that has no protection staff, call upon a local service to arrange for coverage.
- Insist on careful handling of garments. Provide towels or make up capes, lipstick tissues, dress shields. Professional models usually know how to handle the clothes; volunteers may need instruction.
