Introduction to Fashion Event

Coordination

TAFE SA code HRCA

INTRODUCTION TO FASHION EVENT COORDINATION

TAFE SA Fashion Industry Training Services

TAFE SA CODE: HRCA

Copyright MINISTER FOR EMPLOYMENT, TRAINING AND FURTHER EDUCATION Government of South Australia 2007 All rights reserved. No part of this publication may be reproduced or transmitted, in any form or by any means, electrical, mechanical, photocopying, recording or otherwise, or stored in any retrieval system of any nature other than pursuant to the terms of the Copyright Act 1968 (Cwth) or with the written permission of the Minister for Employment, Training and Further Education, Government of South Australia.

Contribution & Authorship This document was developed by TAFE SA, Marleston Campus, Recommending Fit, Clothing, Accessories (RFCA) Unit in collaboration with ESP Production House. TAFE SA, Recommending Fit, Clothing, Accessories (RFCA) Unit Project Manager: Helen Jansson Writers: Nicola Danby, Helen Jansson, Lisa Cimmino ESP Production House Project Manager: Bev Puckridge Desktop Publisher: Lawrence Hatton Cover Design: Lawrence Hatton

TAFE SA acknowledges the valuable contribution that the project team made to the development of this publication, and the contribution of others who provided input and reviewed drafts. Guide This publication has been developed in line with the National Training Package/curriculum for use within the learning programs of TAFE SA and is based on a philosophy of exibly delivered, competency based education and training. First published 2007

06.064.0276-E1

Contents

Introduction What fashion events require a Fashion Event Coordinator? What is a Fashion Event Coordinator? The job description The personality prole So do you have what it takes? So are you suitable? Employment opportunities Areas of expertise Delegating Communication Organisation People skills Working with Clients What is the event? Who are your clients? Who are the key stakeholders and what are they hoping to achieve? Where are your markets? Target markets Developing your ideas Providing the clients with their vision Providing a positive experience for your clients Event calendar planning/brainstorming/exercise International and local parade trends/ Fashion trends/themes Creating a themed event Clothing and accessories Brands/Designers

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Contents

Introduction to Fashion Event Coordination

Important areas to consider when organising your event Planning Filling in the timeline Important areas to consider when organising your event Costing/negotiation Contracts Personal presentation Venue selection Safety and Risk Management Event Protocol Legal requirements including licenses and venue requirements Insurance issues OH&S Volunteers Some specics that need to be organised Staging/Sound Music Styling
TAFE SA Fashion Industry Training Services

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Hair and makeup Choreographer Food and Beverage Dressers Compares

Contents

Models Agencies Considering your model choices Castings How to attract your end user Public relations Publicity/publicists Advertising Socialites, Celebrities and Wannabes Invitations/RSVPs Design Floor plans VIP seating Show bags The Event Conrmation Timing/Trouble shooting Running sheets FEC Survival Kit Creating your Portfolio/CV

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Introduction to Fashion Event Coordination

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INtrodUctioN

What fashion events require a Fashion Event Coordinator?

Fashion Event Coordinators (FEC) can be called upon to perform a variety of functions within the Fashion Industry. Whilst Parades may be the most common request, an FEC can also plan and organise: Fashion Shows As well as parades for retailers and designers, you may also get work at Fashion Shows for example, Melbourne Fashion Week (www.Imff.com.au) and the Mercedes Fashion week (www.afw.com.au) where multiple designer and fashion house parades take place for both Summer and Winter fashion range launches. Product Launches New products in store that require surrounding promotional activities. Boutique Openings Showcasing the style/target market and apparel direction of the new store. Trunk Shows Where a store or designer, shows clothes a season ahead and where you get the chance to pre-order the garments for the upcoming season. (The term Trunk Show derives from the traditional practice of the designer transporting the clothes in giant stripped trunks). Party Plan Evenings A party plan with a difference, having a structure, perhaps a small parade, a few VIPs etc. VIP nights Usually retailers have a database of their best customers, who they then invite to special evenings to showcase their latest deliveries. Department stores also hold VIP nights that are only for mailing list/store card customers. Trade Shows Trade Shows take place all over the world and are for showing the latest fashion and fabric trends. Most trade show halls are divided into hundreds of small stands where you get the opportunity to provide a glimpse of your new collection. Whilst many stands are basic in design, some companies spend a lot of time, money and effort to create beautiful and enticing stands for the trade show clientele. Trade shows also have several fashion parades that run throughout the event to showcase some of the exhibitors.

Introduction to Fashion Event Coordination

What is a fashioN eveNt coordiNator?

The job description

A FEC is usually responsible for being the manager of an entire fashion event. This could include organising all aspects of the event themselves or having the contacts and industry networks to employ specialists in particular areas of the event coordination. You may be employed by a fashion company or retailer or you may choose to start your own business as a freelancer. Some of the areas you will be responsible for are booking venues, choosing models, selecting clothing and gaining publicity to name just a few. There are however more areas that will be outlined in greater detail later in this text.

The personality prole

If you like people, love chatting, enjoy being busy and working behind the scenes (not grabbing the glory), are highly motivated, can give the impression of always being in control (even if underneath you are ready to explode) always put up your hand to organise your familys birthday parties, are nosy and give advice (even if not asked for) to every women and man you meet who is getting married you may have the right personality to be an FEC. Even if you do not think you t this personality prole you can always learn and practice things like the art or schmoozing and small talk as you begin to develop your contacts and gain work experience and plan your rst few fashion events.

TAFE SA Fashion Industry Training Services

So do you have what it takes?

Nobody can answer this question except you. How well do you know yourself? Your skills, hopes and aspirations determine how well prepared you are for breaking into this highly competitive eld. Answer the following questions with either a yes or a no. Do you have a creative air? Can you convince just about anybody that your ideas are great? Are you very organised? (either in your home life or work life, doesnt have to be both) Do you like talking on the phone? Can you make quick decisions under pressure? Are you interested in current affairs and media? Are you humble and willing to work hard behind the scenes? Do you know how to get the best out of people? Y/N

So are you suitable?

If you answered mostly yes, then having the above personality traits certainly help; however, as well as a love of organising you also need a good sense of fashion and fashion ability, a desire to think outside the square creatively and be open to meeting new people, maintaining relationships and running your life and business to a new and ever-changing schedule. You may have to be the wearer of many hats and be willing to learn new skills along the way especially if you cannot afford to use the experts.

Introduction to Fashion Event Coordination

Employment opportunities
So where can I work and who can I work for as a Fashion Event Coordinator?
Many fashion companies will have their own PR divisions or specic areas within their organisations that will utilise fashion event coordinators. If you are interested in working for a large fashion house such as a department store or equivalent, a good career path may be as follows:

Study
Fashion Coordination/Event management

Work Experience
Work on as many jobs as you can even for free to build up your resume

PR/ Marketing/Advertising
Look for work opportunities in these type of areas of the larger stores

Enthusiasm
Put yourself forward as the fashion event planner, even if this is not a tradition job role in the organisation you can create it. Similarly if you already work for a small retailer as a shop assistant or store manager or you own a retail store you may want to suggest or think about increasing the prole of the store by organising in-store events. All the steps outlined in this guide can be suitably adapted for small or large businesses including working as a freelancer.

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TAFE SA Fashion Industry Training Services

Freelancing
Often people who organise events like to start as freelancers (offering your services on a temporary basis to cover the event planning). This can then lead to a large variety of work and suits those who would like to run their own business. Once established, freelancers can begin to then employ other experts to work with them and eventually build up their own successful company. Freelancing offers great variety as no two jobs are ever the same.

Not for Prot organisations

Many not for prot organisations and charities either employ freelance fashion event coordinators or have their own PR/Marketing departments within the charities to put on events including fashion parades. Non Prot Organisations (NPOs) are also a great place to gain work experience as they are always looking for volunteers. Working for a NPO also encourages you to be exceptionally resourceful which will help you with later events when budgets are tight. There are many other employment opportunities working as a Fashion Events Coordinator even if you live in a small town or rural area. Small towns often have enthusiastic audiences who do not usually get the opportunity to see the latest fashion trends. Community centres, hospitals and CWA organisations are always looking for ways to raise additional funds. What better way to entice an audience than to put on a fashion parade for a local charitable cause. There are also numerous opportunities at local fetes, retailers and carnivals etc. Other potential areas of employment may be situations you would not normally think of as being connected with fashion. For example, a parade to launch a new car or perfume or maybe working with the local council where your role is not only to organise fashion parades but also other fun local council events. Tip: How about a new homewares store where you can dress models in bed linen and pillow cases!

Introduction to Fashion Event Coordination

LearNiNG activity

Go to the following websites to research successful online and fashion event planning companies. www.billiondollarbabes.com www.couchnobelius.com www.mysterygirlproductions.com www.pooltradeshow.com www.coutureproductions.com www.elanfashionweek.com

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