Lots of designers have a common dream; to host their own fashion show. And it is something worth dreaming about. The attention, the stars, the lights, the model, and the excitement is something every designer should look forward to. Nothing beats the smile on the face of a designer who sees his/her creations and hard work on the runway. Fashion shows offer a fantastic avenue for getting the right publicity, buzz, and attention. But fashion shows not the most efficient ways to facilitate sales for emerging designers or new brands.
The reason for this is that Fashion shows are quite expensive to organize. Typically, emerging designers do not have the necessary funds, like some of the more prominent brands do. In the absence of any substantial budget, the show might not go as planned and consequently suffer. Look at it for a second, what is needed for a successful fashion show? The proper venue, amazing models, creative team, professional makeup artists, hairstylists, and dressers, good publicists, backstage manager, producers, media coverage, attending celebrity/influencers, and lots more.
If you want your fashion show to have quality coverage and attended by popular influencers/celebrities, as well as the target audience and customers, the fashion show need to be the very best. Several fashion shows from upcoming designers sometimes lack quality and are generally lackluster. Nobody wants to go to a cheap fashion show.
If you want your fashion show to get maximum coverage and attract the right people, you should have a reasonable budget.
Budget isn’t the only factor that affects the success of a fashion show. New designers usually make the mistake of making their fashion show the only marketing ploy to advertise and promote their collection. In addition to the fashion show, there should be other strategies in place to promote a collection. Pinning all hope on a fashion show is risky because if the show fails to meet the required target, there is little or no budget to try out other marketing strategies.
So when should a designer organize a fashion show?
There is a strong demand for your collection
Fashion shows can be expensive, and they are too costly to use for experimentation purposes. You should only invest in fashion shows if you have a strong demand for your collection. At least you should already have a loyal customer base, a level of outside interest, and a market strategy to attract consistent sales before planning a show. Without any of these, you would only put yourself in a much tricky position in attracting customers and publicity.
The cost of running the show shouldn’t affect your business
The total cost of producing the show shouldn’t prevent you from running your business. This is vital because fashion shows don’t necessarily have a rapid ROI (return of investments). Put simply, it could take a while before you get your investments back. So ensure you have enough cash to run your business.
- You already have a collection in place
Do not organize a fashion show if you do not have a collection in place or if you don’t have the ability to create a new inventory on time. There is no point in advertising a new collection if you can’t produce them.
- Marketing and Sales strategy
As mentioned earlier, a fashion show shouldn’t be your only promotional strategy. Ensure you have a robust marketing and sales strategy in place. In addition to the fashion show, ensure you have social media marketing, content marketing, and so on so as to increase your reach, boost sales, and improve brand recognition.
Generally, fashion shows are a tremendous way to create the necessary publicity and buzz, which can facilitate sales. But while emerging brands might want to give it a shot, fashion shows are more suited for the more established brands with a good infrastructure and capital base.
In as much as you want to organize a fashion show, you shouldn’t compromise on quality. Fashion shows are not small events. Wait until you have the pockets for it before you plan one. Remember, your clients deserve a quality show, so give them the best.