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| *Ostroff, Fair and Company>>>Other - Advertising & Marketing |
How is profit generated by conducting fashion shows? |
How is profit generated by conducting fashion shows? On a much smaller, local level, fashion shows are usually held at a local restaurant with local women as (unpaid) models. Everybody wins, the restaurant gets extra traffic (i.e. more profit) during a slow part of the day, the store gets many more sales (i.e. more profit) and the models get to center of attention. It is a fun afternoon for all involved. This works very well in upscale retirement communities were there many women with time to attend and money to spend. Fashion shows are a big publicity event. They are merely marketing tools to get the word out there about the collection, and generate buzz. Some fashion shows show avant-garde and haute couture clothes that no person on this planet will be caught dead wearing. It is aimed to start the "I-have-to-have-that-dress" mentality; hopefully starting with the celebrities seated in the front row -- Sarah Jessica Parker photographed in the red carpet wearing a designer's dress is one of the best types of publicities they can ever have Or if clothes shown in the fashion show land in a 6-page spread in Vogue or any of the top fashion magazine -- that is the type of publicity that fashion houses crave Designers and brand owners do not necessarily make money during the fashion show, but after: - Fashionistas order the clothes seen on the runway - Fashionistas order clothes not necessarily the exact copy of the clothes in the runway but elements of those clothes (e.g. the neckline of a blouse combined with the sleeves of a different blouse seen in the collection) - Designers then sell the collection as is in their stores or in other retailers - Designers come up with more affordable (retail versions) of what was seen in the runway Some of the top fashion houses after the fashion show will then start to market their clothes to their select clientele -- with some even shipping the clothes along with a seamstress to the client (particularly with haute couture) even overseas. Clients can then choose the colors, and combine elements of styles seen on the runway. |
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