Fashion show: Marketing and Promotional

strategy

Contents Page

- Introduction to the scenario and the event

- SWOT analysis - Customer profiles- What I plan to provide / consider for the

7ps- Promotional material- Evaluation

IntroductionAbout the

assingmentThe city of Liverpool college will be hosting an end of year fashion show, which will showcase a range of student collections and fashion work. As part of this assignment I am part of the fashion marketing team and will be required to contribute to planning and organisation of the event. I am required to plan for the

location and create promotional material for the event including social media sites, leaflets, posters, tickets and any other ideas we have come up with to make the show a success.The fashion show event is going to be held at Stanley Park on the 15th and 16th of June, having an afternoon show on the 15th and an afternoon as well as a evening show on the 16th June.In this document I will be talking about the promotional material used and how we have improved the fashion show this year compared to last year after carefully thinking it thoroughly.

1. SWOT analysisStrengths, Weaknesses, Opportunities and Threats likely to happen at the event summed up into a chart.

“

Fashion is not necessarily about labels. It’s not about brands. It’s about something else that comes from within you.” — Ralph Lauren

Customer Profiles

□ Boyfriend of a student who is participating in the fashion show, most likely going to be part of the audience.

□ Mother of a student

□Student customer profile board. Student who is participating In the fashion show.

□Younger brother

Product

For a product, we plan to provide food and beverages ranging from water to alcoholic drinks for the adults, chairs for everyone to be seated during the show, music for the audience to enjoy. I also researched into trends for products of future trends and plan to incorporate some designs from the text into the flyers, posters and booklets the audience members will be handed, swing tags will also be created for the goodie bags the audience members also received as well as the swing tags being created for the garments so we know which garments have and haven’t returned back to college.

Plan to provide for each of the

7p’s

Price

For the fashion show tickets, we considered the price to be £5, easily affordable for all who are willing to come and enjoy the show.

At the venue, there is a café and a bar open for everyone who attends the fashion show but of course they have to pay for their own food and drinks. First glass of wine to each customer is free though from the college itself.

People

□ Audience:□ Parents□ Grandparents□ Siblings□ Boyfriends / girlfriends□ Friends□ Other family members

□ We have a DJ playing music during the fashion show too as well as a sound engineer making sure the speakers and everything music related works smoothly.

□ Models walking in the show modelling the garments

□ Students helping out during the show either backstage or helping audience out with drinks, food, seats etc

□ College tutors

ProcessHead of college – Jan booking the venue Safety healthPlan order of music / test timingsAdvertising and promotion Models and fittingLayout of stageChairsBackstagestudent workcomputersTransport:Set up time for garments and props to be picked up and dropped offStudent workDropping the work off day before the show with a manager Behavior of students and staff (Customer service)Responsibility:Students arrivingSchool kids arrivingFamilies arrivingFront of houseCollections:Level 2CostumeSecond yearsFirst yearsFoundation degreeRehearsals:Time slotsOrder of models and changing times

Gray

Place

White Black

The fashion show is held at the Isla Gladstone glass house, Stanley Park on Anfield Road. Its right in the middle of Liverpool Football Stadium, Anfield, as well as Everton’s football stadium, Goodison.

Physcial Enviornment

Hair and make up (plugs and sockets)BarChairsCatwalk / stage (shape)Band stand (mannequins and music)Computers / projection spaceParkingAir con / fansGood direction / sign outside venueSmellRed carpetClean and tidy for guestsLightingMusicBackstage / changing areaToiletsDisabled accessGarment storedAccess to building (Time Plan)Safe

Promotion

To promote the fashion show and have as many people as possible attending, we designed posters and flyers to go around college to help promote the show and let people know the details of the show. As well as posters being put up around college, the fashion show is also being promoted the college website so people who don’t go to the Art’s center and go to different buildings can be aware of it too.

Promotional material

For promotional material, we each individually created our own tickets to have a range of ones to choose from the final design. For my ticket I used an illustration I created of Hailey Baldwin for a past assignment and added colour to her lips on the background image to let it slightly stand out more than the front one.I changed the colour of the bar with the information about the fashion show for each show and time so the staff giving out the tickets gave the audience members the right ticket for the time and dates. The pink and the blue was chosen because its Pantone’s colour of the year.

I created the ticket using Photo-shop and used dafont for the title.

EvaluationThe trend research I undertook was for packaging ideas and branding that I could develop into designs for the fashion show as goodie bags are being handed out to the audience. I got my research from WGSN as they have all future trends on the website. From this, I learnt that future trends are going to be more minimalist using pastel colours but with patterns that stand out.

The issues I identified during the SWOT was we don’t have a backup for power if it doesn’t work which could cause a problem with the music playing and students showing off their digital work. Another issue is people may get confused with the venue and think the Isla Gladstone glass house is Sefton Park glass house. Another issue we were faced with is we only get access to the venue two days before the show which means we only have two days to set the venue up and prepare ourselves for the show. The 7p’s helped me when planning for the fashion show which considered the physical environment, which needs to be filled with plugs and sockets for hair and make up area, computers for students to show of their work and for music to be played during the show. With the 7p’s we also found out the venue had a bar for guests to buy drinks from, car parking for guests to park in without having to worry about parking. We also realized without having a process plan we wouldn’t know what order the collections are going in until the day, times the garments are getting picked up from college and getting dropped off at the venue with a manager.

For the theme we agreed to go with a minimalist look so the attention of the students collections wouldn’t be drawn anyway so much by the look of the layout. The ideas we also agreed on are goodie bags handed out to audience members, flyers and zines.

I showed this in my promotional material by having the tickets I created looking minimalist with the light colours on the bar and leaving the illustrations black and white with a bit of red on the lips.

My promotional material / planning effectively targets and caters fir the different types of customers I identified because by having a minimalist theme, its not too girly and its not too boyish either. It suitable for everyone of all ages and gender. With a minimalist theme it helps people follow instructions / directions on getting to the venue and information that is on the flyers. With a minimalist look, its gives off an elegant vibe making the venue look chic which gives the audience higher expectations for the show.

My solutions for improving and planning the end of year fashion show were effective because last years fashion show didn’t really have a theme to it, the disabled access was at the back of the stage where models were getting changed and ready to go out and walk. So having the disabled access at the front of the venue like everyone else its easier not only for the disabled audience members but for the staff helping out backstage and the models which is a strength of mine. Another strength was to add visual communications students fashion films shown before the fashion show starts on a projection screen so everyone in the audience can watch it whilst waiting for the show to start which we didn’t have at last years show. What requires further consideration is the way we set out the chairs, making sure everyone in the audience can see all garments clearly and no one is sitting so close to any speakers with the music playing.

My strengths for this project is the research I've completed on the case study, future trends and the fashion influencers. New skills I learnt during the project is how to put together a website and make it look presentable and professional. If I had my time again, I would improve more on my gif and make it more creative and unique to myself and what theme I go with on my work and I would develop my PESTLE research and analyzing it more indepth.