Fashion Show Marketing
Small business owners with clothing companies often stage fashion shows to generate interest in their items. Creatively marketing your event can bring in a crowd of potential customers. Develop a comprehensive plan that will get the word out about your show to a targeted population likely to be interested in your styles. Use proven marketing strategies, including previewing your clothing through photographic advertising, to convince people to attend.
1. Photograph some of your fashions to feature in your advertising for the show. Take high-resolution pictures from several different angles rather than relying solely on simple vertical shots. Get some images of the backs of outfits as well. Your models should be made up and wearing accessories that complement the line and help convey your fashion point of view, whether it’s conservative or youthful and irreverent. Nathalie Johnson, a fashion photography editor writing for Digital Photography School, recommends hanging a white sheet over a large sunny window as the backdrop to your photographs if you can’t afford to have them done in a professional studio. You will use the best of these images in your advertising media.
2. Create a flyer featuring information about your show. Use one of the most dynamic of the photographs you have taken of an outfit that will be modeled in the show for the flyer’s artwork. Include information about the location and time of the show and the price per ticket. Include an email address for interested parties to contact you as well as the URL for your business’s website. Post flyers at your business and ask other business owners within walking distance to allow you to put up flyers there as well. Also, talk to mall managers about posting flyers in the mall food court, shoe shops and other stores that are not in direct competition with yours. Local hair and nail salons have patrons that are likely to be interested in fashion. Other places you can pass out flyers, depending on the attendee age range you are hoping to attract, include nightclubs, coffee shops, parks and community centers. Make sure you get business owners’ permission before posting or distributing your flyer.
3. Advertise on social media groups such as Facebook, twitter and Linkedln. Use your existing business accounts with these social media outlets and also create a Facebook page specifically for your event. Give lots of information aside from just a simple invitation to the show. Make separate posts/tweets about different aspects of the show. Put up some of your digital pictures. Respond to any comments and questions others post. Identify the “right” people, those likely to respond to your promotion, by targeting fashion design students, other clothing shop owners and personal shoppers in your area. Find these folks through design schools and community business pages.
4. Distribute invitations which personally encourage individuals to attend the fashion show. You want to invite those most likely to attend, such as aspiring models, designers, clothing manufacturers and distributors and local celebrities such as reality television stars and local news anchors. Use a software program to create impressive, professionally styled invites that include all the information a customer needs to attend the event. Proofread the invitation carefully so that it looks professional. Include an RSVP so you can hear back directly from invitees.
5. Contact local newspapers to advertise your event. Don’t just place a classified ad in the largest paper, but ask community circulars to consider publishing a pre-event blurb about the fashion show. Include information regarding how to obtain tickets. Fundraiser Insight recommends asking area television and radio shows to mention your event on the air.
6. Stage a pre-event party to get everyone excited about the coming event. Host this at your store if possible. Offer small door prizes and refreshments. Auction off a piece of clothing that will be debuted at your fashion show. Introduce the guests to your models. Advertise the pre-event party along with your marketing of the event itself online, through flyers and community word of mouth.