Top Ten Tips for using fashion shows as a marketing channel.  Shows and exhibitions are the ideal platform to showcase products and services to all media. 
Fashion shows in particular directly display your brand to your target audience.  This is why it is vital to get the following areas right: 

1. Consider your target audience. Devise a carefully constructed guest list to invite to your fashion show.  This should consist of influential people in the fashion industries that have the power to offer you what you may need (from finance to press coverage).  You should also invite potential stockists and customers, after all – sales keep you ticking!  The media is a must – treat them as your VIP guests as they have the ability to expose your brand in television, radio and publications – resulting in a raised profile and increased trade.  Ensure you get the right person from each company and media form – its little use inviting the wrong contact as a) they won’t be interested and b) you won’t get anything in return. 

2. Choose the right models! As this is a literal show case of your brand, see the models as clothes pegs to demonstrate how well your clothing line hangs, for instance.  The models should also suit your brand values.  If you are funky and cutting edge, you should choose models that can carry this sort of look off.  Again, consider your market – who are you appealing to?  If you are a line for mature women, there’s little use using a model who looks 14! 
3. Styling and choreography. Similarly, consider how you are going to dress your models to create the ideal overall look.  Make-up, accessories, hair and choreography are all vitally important to get right.  Ask yourself what kind of impression you want to give. If you are a designer of evening gowns, maybe you want to use a choreographer to create a scene of ballroom dancing halfway through the show?  Anything to spice it up.  Catwalks are often best kept simple, especially if it is your first attempt but to be inspired, turn to designers such as Alexander McQueen who is always setting trends on the runway! 
4. Music and mood – Never neglect the music – this can really create the atmosphere you crave and even put people in the mood to buy!  Some chain stores, that I won’t mention, tend to compose compilation albums including tracks that stimulate the mind, encourage self esteem and promote sales.  It is possible!  Think about the type of mood you want to create – relaxed and sophisticated?  Cheeky and chirpy?  The music should reflect this. 
5. Venue – Before you begin any of the above you do need to, of course set a venue.  Choosing the right venue is achieved by considering a number of areas: 1. Location – does the location give you the right image?  Decide what that is and assess the venues image and reputation – it should match closely to yours. 2. Transport links – is it easy for people to get to?  The media won’t travel too far, and often don’t have time to travel too far from their offices.  Most magazine houses are based in central
   London. 3. Amenities – does the venue provide you with canapés, drinks menus, parking, security, lighting, sound system, etc?  Make a list of what you need and ensure they have it, or can get it!4. Budget – of course, you will need to work out a budget before you start and split it into areas such as marketing, design and print for invitations, venue hire, food and drink, etc.  Many venues are willing to negotiate as long as you are fair.    

By Bethanie Lunn, Director of Huge PR www.hugepromotions.co.uk