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press kits, seating (how to arrange
the public in the front rows), media
relations, and maintenance.
A fashion show supposes a significant
investment in communication for a
brand that must take into account fac-
tors such as proportion, impact, and
returns. How the budget is allocated
among production, casting, commu-
nication, protocol staff, hair dressing
and makeup, stage manager stylist,
prop manager, set designer, DJ, etc.
should therefore always be kept in
mind. For calculating the return, an
evaluation system must be established
in which each element needs to be
reviewed: calendar placement, loca-
tion, theme, audience, team, scenog-
raphy, design, lighting, music, casting,
and, of course, the collection. The
evaluation process ranges from the
amount of sales to buyers to media
impact. The latter is measured not
simply by the quality of media opinion
about the fashion show but the length
of the news item and the positioning
of the designer within it.
All of these factors make the fashion
show a strategic tool with a double
impact: one, in the long term, through
the establishment of the image of
the brand and, the other, in the
short term, as a point of reference
in the construction of the commer-
cial aspect of the collection. It is for
this reason that a fashion show, as
appealing as one may be, must be
considered as a whole as a coherent
strategy in the general context of a
brand or designer.
COMMUNICATION
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© Carole Desheulles. Première Classe
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