For many designers, fashion shows and
fashion weeks are very essential seasons they work towards all year through.
They hustle earnestly in anticipation for all the glitz, glamour and the pomp
associated with fashion shows and weeks. Thus, to have the platform to showcase
their creativity and best designs to all who matter in the fashion industry.
In Ghana, many fashion shows have been
organized over the years and each year designers are looking forward to cashing
in on such opportunities. The likes of Glitz Africa Fashion Week, Ghana Fashion
and Design Week and a few other fashion shows have gain lots to media attention in recent years.
An ideal
fashion week and fashion show targets fashion editors, bloggers, fashion
photographers, stylists, fashion publicists, buyers, celebrities and the likes.
Yes I would agree it feels awesome to be
accompanied by these tall intensely looking but thinly gorgeous models after
your designs have been showcased and then you have all the guests applaud. I
know that sounds like I have been there before!
But after all said and done, the question
is how do you get your fashion brand beyond the runway. What happens after the
fashion show and fashion week? Do these fashion events have to offer to your brand?
As I mentioned earlier, an ideal fashion
show and fashion week targets specific people for a reason; to converge all
industry players to one place to create business and network opportunities.
Fashion Editors are very important people at fashion events. They influence fashion content and trends for publication in magazine, website, newspaper and television programs. They are most likely to leave such places with ideas on what their next issue will be about.
Fashion
Bloggers are give visibility to your brand and
design by writing and reviewing them. They can even go the extra mile to do
series of features about your brand which will keep you in the spotlight for who
knows how long.
Stylists are also very important at fashion shows. They have relationship
with celebrities and fashion editors and are trend savvy people. During fashion
shows, they have the opportunity to make decisions on what designs to use in
styling their clients and also when having photo shoots for celebrities,
fashion magazines, music videos etc
Fashion
Publicists have also become important people in the
fashion industry. Their work is to connect industry players to your brand
through media relations, celebrity relations, consumer driven events to give
you the right exposure that will attract buzz around your brand for years to
come. They also ensure that they advise you on sustainable ways to engage your
brand using effective PR strategies and tactics.
Fashion
Photographers are there to show off designer’s
creations. Their aim at a fashion event is to get the best shots of your
designs which could be used to tell different beautiful stories about your
brand.
Buyers
attend fashion shows because they influence what
items will be stocked in shops based on their observations and predictions on
trends.
Celebrities
at fashion shows add glitz and glamour to the
event. However, they also play very significant
roles beyond the runway such as having first hand exposure to the
designers which could be followed by brand endorsements, requesting for some of
the designs for their photo shoots, red carpet events, media appearance
etc.
Fashion weeks and shows are not for friends
and families. They are business platforms for participants to make the most out
of.
To organizers of fashion shows and fashion
weeks, ensure that you invite these influential people to your event in order
to give participating designers the best business platform to build on beyond
the runway.
And to participating designers at fashion
shows, a lot happens after the runway which you need to capitalize on so go for
it and grow your brand. Whether a reality or a myth, you’ve got to make the
most out of it.
If I did leave some other important
personality at fashion shows, feel free to comment below.
Faith Senam
Ocloo
CEO
E’April Public Relations
Follow me on twitter @eaprilPR and @faithsenam