Types of fashion events and the importance of each one. The fashion industry is one of the sources that generate the most income globally. New garments are constantly being created and, consequently, trends that will mark the path for some time. For brands, developing new collections is more than a pleasure; it is an obligation. And economically, it is the demand they must meet to maintain themselves.
Fashion events are the activities brands use to put themselves out there. Both in media itself, the press, and consumers and customers, to bring the brand and products closer to the latter.
With these events, they seek to achieve a media impact in order to have visibility among the competition. It is necessary to study the type of audience your target is. And what objectives you want to achieve.
Because they are considered essential for a brand, these events are scheduled in advance. And they are in the marketing plan designed for the new year.
If you think that the only fashion events that exist are the famous Fashion Shows that we all know, you´re in luck. Because today, you will learn about other activities and the formats in which these events take place around fashion. And that also work as a vehicle for brands to advertise and promote merchandise.
Types of fashion events
Fashion Shows are par excellence, the most well-known and popular fashion events in the world. It is what we directly associate fashion with. It is basically about exhibiting a new collection made by models to the public, who walk along a catwalk to show the garments.
For its effectiveness, the fashion press appears and personalities from the fashion industry, such as cinema, television, politics, and sports. These potential clients are willing to acquire the garments if they can. Because sometimes, the collections exhibited in the show are not for commercialization. But to publicize the designer´s art and inspiration and the trends that will dominate the windows for a season.
Part of the objectives of fashion shows are:
- Help build the image of the brand and the designer.
- They are means to publicize the designs and new collections.
- They also serve as a platform for models to be discovered.
- Encourage the purchase between the public and potential customers.
Types of Fashion Shows
The garments that have been made under the parameters of haute couture and whose brands have the corresponding license are exhibited. They are usually done privately or behind closed doors. And are events that involve high production and consequently a considerable monetary investment.
Ready-to-wear in its English translation. They are series-produced collections with high demand in the market.
Resort or cruise ship
The fashion shows meet twice a year to cover the spring/summer season and the fall/winter season. Resort or cruise fashion shows are those that take place in the months before the launch of a major collection.
They usually take place in February and September. The objective of these collections and shows is for the brands to continue to have visibility. And stay active throughout the year. In the case of the public, to offer clothing that they can use outside of the regular seasons.
In this type of fashion show, the brands introduce famous people among their models to show the designs on the catwalk. And thus, achieve a greater impact on the public and make them familiar with the brand and the collection shown.
They are aimed at fashion editors, the press, and photographers. And they are held during fashion week or outside of it to show the collections only to the media.
It is a more intimate way of showing the collections made by a brand and organized for a particular audience. Such as exclusive customers and buyers.
Here direct contact is established with the client. And the event does not involve as much production as a fashion show. Since a space is set up where the entire collection is displayed.
There are two types of showrooms, the one described above, which is carried out for customers with the intention of buying and whose purpose is to make the garments known before their acquisition.
And the showroom organized and arranged for the press, influencers, and personalities. So you can get to know the brand’s creations, request some of the garments, and be used in an event, program, or movie, among others.
In this second case, the objective is not that the people who attend buy as such. Everything serves as a promotion of the garments for their possible assignment by the designer. And, consequently, serves as a marketing strategy.
Here it is essential to make a difference concerning open days, which are events similar to showrooms but open for a limited time (of days). In the case of the showroom, the exhibition is usually available throughout the year or depending on the stock availability.
Sponsored or promotional events
Other brands that serve as sponsors and, in some cases, organizers for the event are involved in this type of event. The objective, both of the sponsoring brands and the fashion houses or designers, is to position themselves in the market and the audience, the public, or customers.
The way they are developed is conducive to attracting new customers. And they usually use actions such as site contests, promotions, and discounts to attract people. This type of event usually lasts, maximum, or days. So, it is another way to get hooked due to the short time that what they offer will be available.
They are events that take place on the street or in an open space. They can also occur in closed areas. However, the most common is the first. There is also the option that it be held at night. So, if this is the case, and if there are stores ready on the street where the event is to be held, they will remain open all night to the public.
A very popular event of this type is the Vogue Fashion Night Out in Madrid.
In addition to the open stores, spaces are usually allocated for the presence of food trucks, drinks, and even organizing a concert and other recreational activities.
They are made specifically for bloggers and influencers specialized in fashion. And who are relevant in digital and communication media. All to achieve visibility and vitality concerning the advertising of the launched product.
It is an immediate and fast marketing strategy. Because everything that happens in the event is being shown at the moment through social media. Or the next day as the blogger writes his article to be published. These events are commonly for store openings and the presentation of new products.
These events are organized to present a product or novelty of some brand and are determined by the experience and bond to be achieved with the client. They are called experience because they seek to organize activities where attendees can interact directly with the product and are an active part of the event. This is now allied to their feelings. There is a need for purchase and fidelity.
As its name indicates, it´s when a new store of a brand opens. These are other types of events that seek to connect with customers through activities that offer them memorable experiences, such as parties, tours, etc.
Closely related to the previous point. These are handy when a brand reaches a new anniversary, opens a new store, or launches a novelty in terms of products.
They are carried out as a marketing strategy to publicize the brand values and achieve positive publicity.
Some of the events that take place on an anniversary can be parties on the premises, and open days of stores, among others.
Fashion and art have always gone hand in hand, and that´s why people organize cultural events.
In them, temporary exhibitions are organized in museums with designers’ creations.
Thus, the public can directly contact the brand and its most essential or iconic designs.
Phydigital or digital events
Thanks to the pandemic and confinement, many brands decided to connect with the world through technology. And this trend has remained in force since it is a way for everyone to access the brand and its events. Thus, we can now watch a fashion show from the comfort of our homes through a digital connection.
Currently, these events are combined since they are held on-site but with digital transmission for those who cannot attend.
Fashion events are diverse, and there is something for everyone. Having as a common denominator the connection with the public and making the brand known. The objectives and goals you want to achieve will determine the type of event you will have and its magnitude.