FASHION EVENTS

It is associated with fashion shows, but fashion events encompass

other different formats.
They not only go to magazines or specialized media, but the
designers and brands with the aim of impacting the final consumer,
there are different types of fashion events according to their
needs.
 DIFFERENT FORMATS OF FASHION EVENTS
SHOWROOMS
The audience they usually target are exclusive buyers and clients, and they usually
appear in slightly smaller spaces.
The idea is to be able to see the product up close.
PARADES (FASHION SHOW)
It is a large event , which seeks a strong media impact and depending
on the fashion category, the audience may vary.
Haute couture : the most spectacular option, aimed at a more
exclusive audience and with an unmatched artistic touch
Prêt-à-porter : Clothing aimed at a high socioeconomic market.
Prontism: More "realistic" clothing that seeks to respond to the needs
of seasonal street fashion shows.
FASHION FAIRS
They are established, temporary or traveling, periodic or annual
events. It takes place in a headquarters and covers fashion
companies with the primary objective of promoting and selling
products and supplies through stands.
 SHOWROOM
They are open spaces where designers or industries
exhibit their new collections with the aim of making them
known to buyers and consumers.
Showrooms can be permanent or temporary exhibition
spaces and can be aimed exclusively at professionals
(specialized journalists or buyers) or the general public.
They have one or more rooms with mannequins or
racks on which the clothes are hung as well as
promotional material, above all, it must be very well
decorated.
 BRIEF
V It constitutes the beginning of any creative project.
V The purpose is to offer inspiration and highlight
objectives to be achieved.
V Identifies all limitations, conditions or problems
that require resolution and indicates the delivery
dates of the results and the completion of the
tasks.
V The brief helps and, above all, guides during the
research and design process.
Brief Types
V Individual Brief
V Sponsored Brief
V Competition brief
V Team brief

V The Design Brief : Strategies to achieve a clear and effective

design . Before starting to design it is necessary to be clear
about the final objective
V The Creative Brief : It is a tool that, used effectively, provides
a clear and accurate approach, offering the necessary
information to begin the design stage.
Contains:
• Work description
V Background
•Target
{ Aim
V Message
V Mandatory elements
V Format
V Time
• Budget.
It's not:
V A checklist
V A document cut and paste
V A list of instructions
•A recipe
 FASHION SHOWS
FASHION SHOW
PURPOSE OF A PARADE
o Inform about new collections.
o To do this, it is necessary to present the collection of garments in an attractive and suggestive way, in accordance
with the ideas and style that the designer wishes to convey.
o The press article as advertising is necessary so that journalists know precisely the target they are aimed at, the
garments and what concept they want to communicate with them. Get the attention of the press.
o In addition to informing about the garments themselves, designers transmit the values of the brand and
its characteristics, such as:
Sophisticated,
Alternative,
Conceptual,
Artistic
Bohemia.

V It is important to stand out and distinguish yourself to get the attention of the press
in order to turn the collection into an object of desire.
V It is taken as resources of authenticity: novelty, innovation and spectacularity.
V The photographers and journalists who work on the shows highlight the commercial
 reality of the catwalk.
• To be remembered.
• A fashion editor sees a large number of fashion shows, if you have managed to get
their attention, the important thing now is to be remembered and remain present
in their fashion editions to increasingly position the designer's name or brand.
• Support the purchase decision.
 MANAGEMENT
It involves the set of procedures that are carried out
to resolve an issue or complete a project.
Management is also the direction or administration
of a company or business.
 MANAGEMENT MODELS
The start is from a project that specifies:
concept, objectives, justification and development of
production.
In the case of public organizations, the management model they
use is different from the management model of the private sector.
While the second is based on obtaining economic gains, the first
puts other issues into play, such as the social well-being of the
population.

Private area Public ambit

 DEFINITION
Management in fashion production is defined as a
theoretical-practical modality, which is carried out by
professionals from the most specific creative fields:
• Designer
• Editor
• fashion producer
• Fashion photography
• Models
• Stylists.
Fashion production means managing external relations with operations in the
fashion sector, from the advertising approach, fashion shows, product
presentations, relations with the media (press), to the creation of fashion
campaigns, the organization, presentations: fairs, events that bring together
celebrities and lovers of the fashion world and parades”
Management involves projecting, planning and developing the different elements
that make up the world of fashion, taking into account human needs, technical,
technological and socio-economic concepts appropriate to the production
modalities and aesthetic conceptions that reflect the market. ,
resulting in the effective sale of the product.
The fashion producer combines his knowledge to program and coordinate his task in a
comprehensive manner in the organization of different work teams (models, make up (make up
artist), stylists, photographers, illuminators, disk jockey, cameramen, etc.).
Sensitivity, the power of observation and creativity play a fundamental role in the task of a
Fashion Producer, which is reflected in their way of transmitting and generating trends through
staging.
 IMPORTANCE
It seeks to guarantee, in the long term, the survival, growth and profitability of an organization,
through permanent customer satisfaction and quality as an indispensable part of all processes.
Character of totality, where all the elements of the company must work so that the manufactured
products are sold in such a way that the company has profits but not financial losses.
 STAGES INVOLVED IN MANAGEMENT
To achieve the stated objectives, an orderly and systematic procedure
must be followed, which will allow us to look at a fashion production in
which it is important to consider the following stages
In the world of fashion, marketing strategies related to the inspiration or
concepts of the brand and promotion of its products are used through:
• Fashion iconographic elements
V Texts
• Phrases
• Chromatic
• Setting
MARKETING AND PROMOTION FORMATS

FASHION SHOW

CATALOGS OF
FASHION

FASHION BLOG

HOARDING
 ACTORS INVOLVING IN A
designer
FASHION PRODUCTION Fashion
Producer of
An event production requires the management fashion

Fashion Editor
and interaction of the designer with
Fashion stylist
professionals and fashion experts in an
interdisciplinary and transdisciplinary work Models

network, in which each actor plays the role that Makeup Artists
(MUA)
corresponds to him within each stage of the Photographer

production. Graphic designer

 PRODUCTION AND PROMOTION FORMATS FASHION SHOW “The
fashion show is a characteristic promotional tool of the fashion sector.
The marketing mix is used
The brand is managed through media coverage and public
predisposition towards the company that is parading.
Above all, a show is an exercise in seduction that ends with absolute
success if the collection becomes an object of desire or cult.
 TYPES OF CATWALK
—— PRESS PARADE

- HAUTE COUTURE SHOW

READY-TO-WEAR SHOWS

GATEWAY SALON PARADES

CELEBRITY PARADES

AUDIOVISUAL PARADES

VIRTUAL DEFILES

CLASSIC PARADES

THEATER PARADES

CONCEPTUAL DEFILE
THE GENDERS
 HAUTE COUTURE SHOWS
Haute couture shows are aimed at the press.
They are traditionally developed behind closed doors, they
require a
high budget for the extravagance of luxury and exclusivity that
it
implies.
 READY-TO-WEAR SHOWS
The ready-to-wear shows show
garments produced on a large scale
in standard sizes, serialized, but not
massive, they are characterized by
being more affordable than haute
couture, but they do not leave their
luxury category.
 THE SALON PARADES
The showroom or salon fashion shows have the purpose of sales rather
than promotion, where the attendees are solely and exclusively the
regular buyers of the brand, they can also be directed to a very select
group of the press.
 CELEBRITY PARADES
These shows are intended for celebrities,
politicians and people from the
entertainment world, who are transformed
into models that parade in a very
professional and insightful manner, which
increases the popularity and popularity of a
designer or brand.
AUDIOVISUAL PARADES
Lately, fashion shows have diversified their format,
which is why audiovisual shows are alternative, efficient and economical, although in our
Latin environment they have not been developed frequently, certain European designers
have done so, obtaining a benefit with the use of few resources. , although when doing
them for the first time it is somewhat complicated.

VIRTUAL SHOWS
These types of shows are aimed at the final consumer, the press and buyers, all of them sitting in
the front row of their living room. Futuristic looks are most often created in this format, where a
video of the collection is made, showing various angles of the designs and of course the scenery
and environment where it is developed; In the near future this type of parade may be the new
trend.
 THE CLASSIC PARADE
Present the collection by clearly showing all the garments in the
collection for 15 or 20 minutes, without advertisements or
additional messages that could distract the viewer or buyer.
This type of presentation takes place within the classic canons :
the lights turn on, the music begins to play and the models
parade one after the other to stop at the end of the catwalk,
posing so that the photographers can accurately capture the
outfits. , turn around and disappear behind the curtain, and
finally all the models come out in the company of the designer
to thank the public.
 THE THEATER
PARADE
This type of parade aims to impress and seduce both
the press and buyers; for all the spectacle that it
represents by using theatrical techniques, opera, etc.
The models wear a single outfit and in addition to
parading they act. Many of the garments are
produced solely for the show and the collection that
reaches the showrooms and stores is more
commercial.
 THE CONCEPTUAL PARADE
Conceptual fashion and its
staging, like conceptual art, does
not stop at forms or materials,
but at ideas and concepts.
 THE GENDERS
Within the shows we have some genres with which the designers identify and transmit
their style; Some of these platforms not only show their collection but also spread
ideological, conceptual or personal messages.
Choosing one of these genres depends on the type
of collection you want to show, the budget you
have as well as the type of audience you want to
target.
MANAGEMENT OF A FASHION
SHOW
o In a parade, an important part of the public is made up of regular customers,
buyers and potential buyers.
o For those who are already there, the show is a good way to ratify their purchasing
decision and show loyalty to the brand.
o The parade becomes an effective system to convince them.
o Generate expectation.
o Once the designer manages to attract the attention of the press and the public,
buyers will see his name in the media and when his new collection is presented,
many will want to attend the event.
o The work must be continuous, before, during and after the parade.
 RESOURCES OF A GATEWAY
Element Aspects to take into account Fashion Actors
Local Location, size and suitability Fashion Designer/Producer

Event date and time Costume rehearsals/choreography/show schedules Fashion Designer/Producer

The catwalk Interior designer

Location, placement, length, width and height, decoration, assembly
Scenery Seats for the public/type, number and placement of seats cough, Fashion designer
media placement, VIPs, camera equipment and videos
Backstage Location and proximity to the walkway, number and size, perch rivers, Interior designer
mirrors
Lighting and sound manager Sound system placement, music license
Collections How many will be shown and sequence in the parade Fashion designer
Accessories Belts, bags, footwear, hosiery, costume jewelry and jewelry Fashion designer
Music Musical selection, musical composition and sound manager DJ
Models Number of models needed, measurements, number of sets for each Models
model
Wardrobe assistants Number of assistants needed Fashion stylist
Styling Necessary look, hairdressers and makeup artists Stylist and Make Up
Event advertising Posters, newspapers, magazines, TV Graphic designer
Event promotion Catalogs, brochures, signage and PR Public relationist
Invitations VIPS list, guest list Graphic designer
Tickets Design, size, printing and quantity Graphic designer
Brochures Design, size, printing, quantity Graphic designer
Video, photography, internet Design and production, copyright and cost Photographer
 BUDGET
To carry out a production, companies and designers must have a budget or financing, which will
determine the magnitude of the production; Another option is to seek financial support through
sponsoring companies that are interested and that support the idea of the project. For example, holding
a parade is of great magnitude. Despite their short duration (generally no more than thirty minutes), they
involve a large investment of time and budget in their design and development. If proper and proactive
management is carried out, it can generate between ten and one hundred times its cost in free
advertising, in photos appearing in magazines, newspapers and blogs, in television coverage, etc.

For young designers starting out, there are, however, some fashion productions
that offer suitable frameworks to be able to present a first collection or products
with the minimum possible economic impact, through aid.
Likewise, others choose to look for sponsors from cosmetics, hairdressing or
beverage brands.
Therefore, it is necessary to evaluate and manage the budget to avoid surprises
during the process.
MULTIDISCIPLINARY INTERACTION AND PROACTIVITY
 DETERMINANTS FOR FASHION PRODUCTION
1 COMPANY DESIGNER
2 TARGET: Description of the client for whom the fashion product is intended
GENDER: AGE: SOCIAL STRATUM MODALITY OF CLIMATE URBAN TRIBE SIZE
HOME

Female Low Medium High Suburban Urban Rural Dry Rainy Wet Hot Cold Hippies Punks Small Medium Large
Children Teenager
Male Rockers Extra big
Young
Skaters
young adult
Gothic
Adult
Elderly

3 PRODUCT OR COLLECTION: Description of the origin and characteristics of the collection and what you wish to transmit
Collection style: Collection Type: Trends: Concept:
Avant-garde, Modern, classic, Formal, casual, sportwear, Color, fabrics, shapes, Inspiration and references to
Minimalist, romantic, jeanswear, streetwear silhouettes develop the product
baroque.

4 BRAND POSITIONING: Referring to the scope of the brand and the product in the market
Output: Brand Status
Massive or Exclusive High, medium, low
 5 OBJECTIVE
Reach a massive audience Reach an exclusive audience

6 BUDGET FOR PRODUCTION: The economic aspect that the company has is decisive when choosing a promotion format

Own resources and sponsorships: Own resources:

Percentage of own financing or sponsorships Capital that the company or designer has
Guest designer:
 CATWALK PACKAGES
TYPES OF PLACES FOR THE CATWALK TYPE OF MUSIC
GATEWAY

CONCEPTUAL TRADITIONAL EVENT PLACES ELECTRONICS

HIGH OR CULTURAL CLASSIC
COUTURE ROCK
READY-TO- CLASSIC
WEAR SAN FRANCISCO CENTER INSTRUMENT
SHOWROOM SQUARE EXHIBITIONS QUITO AL
GENRES METROPOLITAN
CLASSIC MUSEUM CITY
THEATRICAL MUSEUM PLAZA
GRANDE GUAPULO
HIGH LEVEL CATWALK
• Advertising and Show
shooting promotion • Location / Cocktail r RACK STAGE room
(Vento)

Unff Fatdgrajo Radio advertising bataditoi and dock stage staff: ^•onds and aecofaüras
photographer, focati'c^ Advertising on TV cbampognc. Models, D^Podar, elements.
icautt^ modciüí Press Advertising Moquilllstu, fsrMsra, ApUc&rei pusnarent
professionals, eshlista d Iuitocian Banners Hoto delivery of foedgrafo. Wardrobe (pressure at the cUmte
trocla. rihilikta, presents to the public assistants to Iorr.p'a)
moquilism. by porte de! company
name (optional) Pecursos
Torque size and
Equipment; Photographer
suitability. In
Lspejos Nesos SiNas
accordance with the
Location: outside the Coat racks
style and theme of the
photographic studio , Moquillje estNism
previous
apLc for the moot or in instruments
diognastkoda
the studio in January a Uuminacidn
collection.
set or mpntje of the
•rKO^rta will be written
Personnel: Protocol,
photographer,
^odeios, eettuorlú
assistant, maquiilista,
stylist, prvdiKtor,
presenter, act
*ptermedw, catering
sery^cw v áptera.

1 group: i^ommocián,
music, seats porp ei
púühco and
dUtnbuc/óa (ViPs,
pubocidoa media,
fashion specialists,
special invaders and
púbbcol.
botkstogey omunkcecian
'ipoune ona nrltues).

Footbridge assembly:
Coionciórf, i^^'tud.
height, decoration.

APPROXIMATE BUDGET $20,000

 MIDDLE LEVEL GATEWAY
Production
V Advertising
• Walkway Back { Show
• Shooting and
location stage room
promotion
(Sale)

Photographic staff: Radio advertising Backstage staff: Stands and decorative

Photographer, location Press Advertising Location, size and suitability. Models, Designer, elements.
scouting, models, fashion Banners According to the style and Machinist, Stylist, Apply pushment
stylist, stylist, machinist. Invitations type of the collection photographer (pressure on the
previously diagnosed customer to
Photographic equipment Resources: purchase)
Personnel: Protocol,
Location: Place outside the photographer, models, Mirrors
photographic studio, suitable wardrobe assistant, Tables Chairs Coat
for the shoot or in the studio machinist, stylist, producer, Racks
where a set or stage assembly presenter, intermediate act,
is assembled. catering and cleaning
service.

Equipment: Lighting, music,

audience seating and
distribution (V1P, advertising
media, fashion specialists
and audience), backstage
and communication (walkie
and talkies).

Walkway assembly :
Placement, length, height,
decoration.

APPROXIMATE BUDGET $10,000

TYPE OF ECONOMIC GATEWAY
Production

• Publicity and • Walkway { Show

• Shooting Back stage
promotion location room
(Sale)

Photographic staff : Radio advertising Backstage staff: Stands and decorative

Photographer, location Press Advertising Models, Designer, elements.
scouting, models, fashion Banners Machinist, Stylist, Apply pushment
Invitations Location, size and suitability. photographer (pressure on the
stylist, stylist, machinist.
According to the style and customer to purchase)
type of the collection Resources:
Photographic equipment
previously diagnosed
Location: Place outside the Mirrors Tables Chairs
Personnel: Protocol, Coat racks
photographic studio, suitable
photographer, models,
for the shoot or in the studio
wardrobe assistant,
where a set or stage assembly
machinist, stylist, producer,
is assembled.
presenter, intermediate act,
catering and cleaning service.

Equipment: Lighting, music,

audience seating and
distribution (VIP, advertising
media, fashion specialists and
audience), backstage and
communication (walkie and
talkies).

Walkway assembly:
Placement, length, height,
decoration.

APPROXIMATE BUDGET $10,000

PLANNING STAGE
 FASHION PRODUCTION APP
Company or Designer
Institution Nnnn Aaaaa
TARGET
Gender Age Social status Residence Area Climate Style Size
young adult Half Quito Urban Area Sierra: rainy, dry City Classic Small
Male Children: 5 - 11 Medium High of Quito Avant-garde Medium
Female Child years

DIAGNOSIS
Genre: Casting of female models, male children.
Age: Guests and attendees must be within the specified age
Social status:
Guests with medium and medium-high purchasing and economic levels.
Climate:
Search for a place with a cover to transmit the concept.
Style:
Makeup and hairstyle of the sophisticated models, attitude, Glamorous.
Size:
Determines that the collection is a sample that will be exhibited, for which an appropriate sales strategy is sought.
PRODUCT OR COLLECTION
Collection style Trends Concept Number of outfits in the collection
Collection type
Classic / Avant-garde Current Spring City of Cuenca Chola 70 outfits Women Men Children
Sport Wear Jeans Summer 2020 Cuencana
Wear Casual Autumn Winter
Formal 2020
Promptness Prêt-
à-porter High
Fashion

Diagnosis:
Collection style: determine the hairstyle: waves and volume according to the inspiration of the city of Cuenca and
the Chola Cuencana.
Type of Collection: a sober place is chosen but without a waste of luxury because the clothing is high Fashion,
ready-to-wear and Prontismo.
The concept:
It is linked to the styling and attitude of the models, the setting and the concept.
Outfits:
Casting of 45 models:
25 women, 10 men, 10 children
 BRAND POSITIONING
Output Brand Status
Exclusive production High (medium high, medium)
Diagnosis:
Production Volume: the production will be directed to an exclusive audience.
Brand status: Greater media coverage, since it is a positioned academic (institutional) parade. Television:
Radio:

AIM
Reach a massive audience v Reach an exclusive audience v
Diagnosis:
Objective: The dissemination will be through Radio/
Press:
PROMOTION FORMAT TO USE
Runway
Diagnosis:
x Catalogue
— Blog
— Fences
—
Promotion format: Feasibility analysis of the option chosen by the institution
OWN RESOURCES AND SPONSORSHIP OWN RESOURCES
Guest designer
BUDGET FOR PRODUCTION
$ 5.000 Auspices
Location: The student collections are ready-to-wear high fashion since they will be developed in
the institution's facilities, a sober, traditional and elegant place is sought, which fits the targeted
target.

Photographer and invited audience area

Area for press, companies, designers and the public
Area of authorities of the institution, photographer and press
 PRE-EXECUTION
PUBLICITY AND PROMOTION PLACE OF THE CATWALK SALE
Advertising in Location: institution facilities Stand (information from
Television: Public relations Capacity: 500 people Browshore designers)
Radio: listeners 18 to 45 years Style: Montage inspired by Cuenca
old Type: high fashion show, ready-to-wear, prompt.
Written press : public relations Staff:
2 banners at the event Protocol : 15 people
1 backing Backstage: 15 costume designers
500 invitations Models: 45 women men children
Makeup artists: 15 people
Hairdressers: 15 people
Presenter: 1 person
Photographers : 2 people
Assembly: 45 people
Producers : 5 people
Equipment: lighting, sound, general public seats, VIP (authorities,
media, fashion specialists), giant screen, 2 televisions
(backstages,)
Communication (walkie and talkies)

APPROXIMATE BUDGET $10,000

o In a parade, an important part of the public is made up of regular customers, buyers
and potential buyers.
o For those who are already there, the show is a good way to ratify their purchasing
decision and show loyalty to the brand.
o The parade becomes an effective system to convince them.
o Generate expectation.
o Once the designer manages to attract the attention of both the press and the
attending public, buyers will see their name in the media and when their new
collection is presented, many will want to attend the event.
o The work must be continuous, before, during and after the parade.
 RESOURCES OF A GATEWAY
Element Aspects to take into account Fashion Actors
Local Location, size and suitability Fashion Designer/Producer

Event date and time Costume rehearsals/choreography/show schedules Fashion Designer/Producer

The catwalk Interior designer

Location, placement, length, width and height, decoration, assembly
Scenery Seats for the public/type, number and placement of seats coughs, Fashion designer
media placement, VIPs, camera equipment and videos
Backstage Location and proximity to the walkway, number and size, perch rivers, Interior designer
mirrors
Lighting and sound manager Sound system placement, music license
Collections How many will be shown and sequence in the parade Fashion designer
Accessories Belts, bags, footwear, hosiery, costume jewelry and jewelry Fashion designer
Music Musical selection, musical composition and sound manager DJ
Models Number of models needed, measurements, number of sets for each Models
model
Wardrobe assistants Number of assistants needed Fashion stylist
Styling Necessary look, hairdressers and makeup artists Stylist and Make Up
Event advertising Posters, newspapers, magazines, TV Graphic designer
Event promotion Catalogs, brochures, signage and PR Public relationist
Invitations VIPS list, guest list Graphic designer
Tickets Design, size, printing and quantity Graphic designer
Brochures Design, size, printing, quantity Graphic designer
Video, photography, internet Design and production, copyright and cost Photographer
Sirs
SPONSOR COMPANY
POST
City.-
From our considerations:
We, ……………………………………, students of IST Gran Colombia, with the aim of presenting an example of teamwork and pro-activity of students in the fashion design career, aimed at presenting an
event of excellence and professionalism, in which the collections of students from second to fifth level will participate, called “CAPAQ ÑAN III”, which will take place on March 19, 2020, at the
IST Yavirac facilities.
Considering the attendance of 500 guests at said event, we ask you to consider whether your prestigious company could cooperate through a sponsorship that allows us to finance the cost of
the event. Attached please find the following packages:
Gold Package:
Sponsorship amount: $600
Commitment: Logo on 350 guests
Logo on 2 banners of the event
Event mention
Broadcast in radio interview… as official sponsor of the event.
Silver Package:
Sponsorship amount: $350
Commitment: Logo on 2 banners of the event
Event mention 4 times

Hoping to receive a favorable response, we would like to thank you in advance.

Sincerely

Sirs
SPONSOR COMPANY
POST
City.-
From our considerations:
We, the students of IST Gran Colombia, with the aim of presenting an example of teamwork and pro-activity of the students of the fashion design career, aimed at
presenting an event of excellence and professionalism, in which the collections of students from second to fifth level, called “CAPAQ ÑAN III”, which will take place on
March 19, 2020, at the IST Yavirac facilities.
Considering the attendance of 500 guests at said event, we asked you to consider whether your prestigious company could cooperate through a sponsorship of its
product for the toast to be made at the event.
Attached please find the following package:
Product exchange package
Commitment of the sponsoring company Champagne for 300 guests
Includes Cups
Organizers' commitment:
Logo on 500 invitations
2 event banner logo
The sponsoring company can place a banner of its product at the event.
Thanking you in advance for your valuable collaboration, waiting for your comments, we subscribe to you.

Sincerely

BUDGET
To carry out a production, companies and designers must have a budget or financing, which will
determine the magnitude of the production; Another option is to seek financial support through
sponsoring companies that are interested and that support the idea of the project. For example, holding
a parade is of great magnitude. Despite their short duration (generally no more than thirty minutes), they
involve a large investment of time and budget in their design and development. If proper and proactive
management is carried out, it can generate between ten and one hundred times its cost in free
advertising, in photos appearing in magazines, newspapers and blogs, in television coverage, etc.

• For young designers starting out, there are, however, some fashion
productions that offer suitable frameworks to be able to present a
first collection or products with the minimum possible economic
impact, through aid.
• Likewise, others choose to look for sponsors from cosmetics,
 hairdressing or beverage brands.
• Therefore, it is necessary to evaluate and manage the budget to avoid
surprises during the process.
MULTIDISCIPLINARY INTERACTION AND PROACTIVITY
 DETERMINANTS FOR FASHION PRODUCTION
1 COMPANY DESIGNER
2 TARGET: Description of the client for whom the fashion product is intended
GENDER: AGE: SOCIAL STRATUM MODALITY OF CLIMATE URBAN TRIBE SIZE
HOME

Female Low Medium High Suburban Urban Rural Dry Rainy Wet Hot Cold Hippies Punks Small Medium Large
Children Teenager
Male Rockers Extra big
Young
Skaters
young adult
Gothic
Adult
Elderly

3 PRODUCT OR COLLECTION: Description of the origin and characteristics of the collection and what you wish to transmit
Collection style: Collection Type: Trends: Concept:
Avant-garde, Modern, classic, Formal, casual, sportwear, Color, fabrics, shapes, Inspiration and references to
Minimalist, romantic, jeanswear, streetwear silhouettes develop the product
baroque.

4 BRAND POSITIONING: Referring to the scope of the brand and the product in the market
Output: Brand Status
Massive or Exclusive High, medium, low
 5 OBJECTIVE
Reach a massive audience Reach an exclusive audience

6 BUDGET FOR PRODUCTION: The economic aspect that the company has is decisive when choosing a promotion format

Own resources and sponsorships: Own resources:

Percentage of own financing or sponsorships Capital that the company or designer has
Guest designer:
 CATWALK PACKAGES
TYPES OF PLACES FOR THE CATWALK TYPE OF MUSIC
GATEWAY

CONCEPTUAL TRADITIONAL EVENT PLACES ELECTRONICS

HIGH OR CULTURAL CLASSIC
COUTURE ROCK
READY-TO- CLASSIC
WEAR SAN FRANCISCO CENTER INSTRUMENT
SHOWROOM SQUARE EXHIBITIONS QUITO AL
GENRES METROPOLITAN
CLASSIC MUSEUM CITY
THEATRICAL MUSEUM PLAZA
GRANDE GUAPULO
HIGH LEVEL CATWALK
• Advertising and Show
shooting promotion • Location / Cocktail r RACK STAGE room
(Vento)

Unff Fatdgrajo Radio advertising bataditoi and dock stage staff: ^•onds and aecofaüras
photographer, focati'c^ Advertising on TV cbampognc. Models, D^Podar, elements.
icautt^ modciüí Press Advertising Moquilllstu, fsrMsra, ApUc&rei pusnarent
professionals, eshlista d Iuitocian Banners Hoto delivery of foedgrafo. Wardrobe (pressure at the cUmte
trocla. rihilikta, presents to the public assistants to Iorr.p'a)
moquilism. by porte de! company
name (optional) Pecursos
Torque size and
Equipment; Photographer
suitability. In
Lspejos Nesos SiNas
accordance with the
Location: outside the Coat racks
style and theme of the
photographic studio , Moquillje estNism
previous
apLc for the moot or in instruments
diognastkoda
the studio in January a Uuminacidn
collection.
set or mpntje of the
•rKO^rta will be written
Personnel: Protocol,
photographer,
^odeios, eettuorlú
assistant, maquiilista,
stylist, prvdiKtor,
presenter, act
*ptermedw, catering
sery^cw v áptera.

1 group: i^ommocián,
music, seats porp ei
púühco and
dUtnbuc/óa (ViPs,
pubocidoa media,
fashion specialists,
special invaders and
púbbcol.
botkstogey omunkcecian
'ipoune ona nrltues).

Footbridge assembly:
Coionciórf, i^^'tud.
height, decoration.

APPROXIMATE BUDGET $20,000

 MIDDLE LEVEL GATEWAY
Production
V Advertising
• Walkway Back { Show
• Shooting and
location stage room
promotion
(Sale)

Photographic staff: Radio advertising Backstage staff: Stands and decorative

Photographer, location Press Advertising Location, size and suitability. Models, Designer, elements.
scouting, models, fashion Banners According to the style and Machinist, Stylist, Apply pushment
stylist, stylist, machinist. Invitations type of the collection photographer (pressure on the
previously diagnosed customer to
Photographic equipment Resources: purchase)
Personnel: Protocol,
Location: Place outside the photographer, models, Mirrors
photographic studio, suitable wardrobe assistant, Tables Chairs Coat
for the shoot or in the studio machinist, stylist, producer, Racks
where a set or stage assembly presenter, intermediate act,
is assembled. catering and cleaning
service.

Equipment: Lighting, music,

audience seating and
distribution (V1P, advertising
media, fashion specialists
and audience), backstage
and communication (walkie
and talkies).

Walkway assembly :
Placement, length, height,
decoration.

APPROXIMATE BUDGET $10,000

TYPE OF ECONOMIC GATEWAY
Production

• Publicity and • Walkway { Show

• Shooting Back stage
promotion location room
(Sale)

Photographic staff : Radio advertising Backstage staff: Stands and decorative

Photographer, location Press Advertising Models, Designer, elements.
scouting, models, fashion Banners Machinist, Stylist, Apply pushment
Invitations Location, size and suitability. photographer (pressure on the
stylist, stylist, machinist.
According to the style and customer to purchase)
type of the collection Resources:
Photographic equipment
previously diagnosed
Location: Place outside the Mirrors Tables Chairs
Personnel: Protocol, Coat racks
photographic studio, suitable
photographer, models,
for the shoot or in the studio
wardrobe assistant,
where a set or stage assembly
machinist, stylist, producer,
is assembled.
presenter, intermediate act,
catering and cleaning service.

Equipment: Lighting, music,

audience seating and
distribution (VIP, advertising
media, fashion specialists and
audience), backstage and
communication (walkie and
talkies).

Walkway assembly:
Placement, length, height,
decoration.

APPROXIMATE BUDGET $10,000

PLANNING STAGE
 FASHION PRODUCTION APP
Company or Designer
Institution Nnnn Aaaaa
TARGET
Gender Age Social status Residence Area Climate Style Size
young adult Half Quito Urban Area Sierra: rainy, dry City Classic Small
Male Children: 5 - 11 Medium High of Quito Avant-garde Medium
Female Child years

DIAGNOSIS
Genre: Casting of female models, male children.
Age: Guests and attendees must be within the specified age
Social status:
Guests with medium and medium-high purchasing and economic levels.
Climate:
Search for a place with a cover to transmit the concept.
Style:
Makeup and hairstyle of the sophisticated models, attitude, Glamorous.
Size:
Determines that the collection is a sample that will be exhibited, for which an appropriate sales strategy is sought.
PRODUCT OR COLLECTION
Collection style Trends Concept Number of outfits in the collection
Collection type
Classic / Avant-garde Current Spring City of Cuenca Chola 70 outfits Women Men Children
Sport Wear Jeans Summer 2020 Cuencana
Wear Casual Autumn Winter
Formal 2020
Promptness Prêt-
à-porter High
Fashion

Diagnosis:
Collection style: determine the hairstyle: waves and volume according to the inspiration of the city of Cuenca and
the Chola Cuencana.
Type of Collection: a sober place is chosen but without a waste of luxury because the clothing is high Fashion,
ready-to-wear and Prontismo.
The concept:
It is linked to the styling and attitude of the models, the setting and the concept.
Outfits:
Casting of 45 models:
25 women, 10 men, 10 children
 BRAND POSITIONING
Output Brand Status
Exclusive production High (medium high, medium)
Diagnosis:
Production Volume: the production will be directed to an exclusive audience.
Brand status: Greater media coverage, since it is a positioned academic (institutional) parade. Television:
Radio:

AIM
Reach a massive audience v Reach an exclusive audience v
Diagnosis:
Objective: The dissemination will be through Radio/
Press:
PROMOTION FORMAT TO USE
Runway x Catalogue — Blog — Fences —
Diagnosis:
Promotion format: Feasibility analysis of the option chosen by the institution
OWN RESOURCES AND SPONSORSHIP OWN RESOURCES
Guest designer
BUDGET FOR PRODUCTION
$ 5.000 Auspices
 PRE-EXECUTION
PUBLICITY AND PROMOTION PLACE OF THE CATWALK SALE
Advertising in Location: institution facilities Stand (information from
Television: Public relations Capacity: 500 people Browshore designers)
Radio: listeners 18 to 45 years Style: Montage inspired by Cuenca
old Type: high fashion show, ready-to-wear, prompt.
Written press : public relations Staff:
2 banners at the event Protocol : 15 people
1 backing Backstage: 15 costume designers
500 invitations Models: 45 women men children
Makeup artists: 15 people
Hairdressers: 15 people
Presenter: 1 person
Photographers : 2 people
Assembly: 45 people
Producers : 5 people
Equipment: lighting, sound, general public seats, VIP (authorities,
media, fashion specialists), giant screen, 2 televisions
(backstages,)
Communication (walkie and talkies)

APPROXIMATE BUDGET $10,000