Establishing a brand is not just about designing, realizing and selling products. Getting exposure is what every label wants in order to make products they offer can reach their targeted customer. There are many types of marketing strategies that owners can do to introduce their label to achieve this. Although current marketing can easily be done efficiently and with a small budget spending through social media, direct contact is still needed since it can provide different feelings, emotions, and experiences, which will be more memorable in the customer's mind. Creating a fashion show is one of the most effective ways in marketing a product. However, fashion shows are a big business where this is not just an event to showcase your collection to buyers but can also attract major media coverage. There are so many elements that must be considered to establish a successful fashion show event. Filling the front row seats with social media influencers will be beneficial since social media content becomes their daily need. The label will somehow get exposure even greater and help make the costs worthwhile. Therefore, there are several checklists that a label must consider before choosing to do a fashion show.
1. Venue: Finding a venue is the most important thing to think about. Locations with appropriate size that can fit the runway, load invited guests, and adequate backstage for the models back and forth to change clothes must be considered. Moreover, the venue must also be in accordance with our brand image of our label as a form of reflection.
2. Seating plan and invitation: Seating arrangement must also be considered properly so all the audience can see the fashion show in the right and perfect position. In order to increase brand exposure, we can invite special invitations or guests such as social media influencers. Most of the time, special guests are always given a sitting position on the front row so they can capture moment of the show well and promoted directly through their social media.
3. Hair, Makeup and Model: The three elements must be adapted to our brand's styles. If our brand has a sexy and seductive image, choose a model with body shape, face, and makeup to describe it all. The right beauty look on the runway can lift the show's overall feel and atmosphere. If we have time, hold a model casting to see how they look and how they walk. Do the makeup test first to determine what kind of makeup style is appropriate to describe our brand.
4. Rehearsal: A full dress rehearsal also needs to be done before the actual fashion show. This can prevent all possibilities that can occur during the show. Rehearsal is a step to ensure hat the show will run smoothly. If something is not appropriate at the time of rehearsal, the crew can make a back up plan to minimize errors and make the show even better than predicted.
5. Press and Media: Inviting press and media to the event that we are currently conducted is a good step to increasing our brand exposure. Send an early press release to get a press along your show. Make sure that they are placed and get a great angle. If the budget is inadequate to invite press and media, the brand can do live streaming to attract and engage a wider audience. Goodie bag is given as a souvenir so the audience who is coming can remember the event and the brand.
Above are the main important steps for every fashionpreneur out there who want to make fashion shows for their brand. Although it requires a large enough cost to spend, we will get a reward that is going to be worth it at the end where the brand will get high exposure from the public.
Source: Fashion Business Manual Book
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