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8/13/2019 Fashion Event Coordinators
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Coo
rdination
Introdu
ctiont
oFashionE
vent
TAFE SA code HRCA
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INTRODUCTION TOFASHION EVENTCOORDINATION
TAFE SA Fashion Industry Training Services
TAFE SA CODE: HRCA
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Contents
CONTENTS
Introduction 1
What fashion events require a Fashion
Event Coordinator? 1
What is a Fashion Event Coordinator? 2
The job description 2
The personality profile 2
So do you have what it takes? 3
So are you suitable? 3
Employment opportunities 4
Areas of expertise 7
Delegating 7
Communication 7
Organisation 8
People skills 8
Working with Clients 9
What is the event? 9
Who are your clients? 9
Who are the key stakeholders and what
are they hoping to achieve? 9
Where are your markets? 10
Target markets 12
Developing your ideas 14Providing the clients with their vision 14
Providing a positive experience for your clients 15
Event calendar planning/brainstorming/exercise 15
International and local parade trends/
Fashion trends/themes 21
Creating a themed event 22
Clothing and accessories Brands/Designers 24
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IndustryTraining
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Important areas to consider when
organising your event 25
Planning 26
Filling in the timeline 26
Important areas to consider when
organising your event 26
Costing/negotiation 28
Contracts 28
Personal presentation 29
Venue selection 30
Safety and Risk Management
Event Protocol 31
Legal requirements including licenses and venue
requirements 32Insurance issues 34
OH&S 34
Volunteers 35
Some specifics that need to be organised 38
Staging/Sound 38
Music 41
Styling 45
Hair and makeup 45
Choreographer 48
Food and Beverage 50
Dressers 51
Compares 51
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Models 52
Agencies 52
Considering your model choices 52
Castings 53
How to attract your end user 54
Public relations 54
Publicity/publicists 59
Advertising 59
Socialites, Celebrities and Wannabes 60
Invitations/RSVPs 62
Design 62
Floor plans 63
VIP seating 63
Show bags 64
The Event 65
Confirmation 65
Timing/Trouble shooting 66
Running sheets 66
FEC Survival Kit 66
Creating your Portfolio/CV 67
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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 designerand 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 companiesspend 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.
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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 profile
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 fit this personality profile 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 first few fashion events.
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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 field. Answer the following questions with either a yes or a no.
Y/N
Do you have a creative flair?
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?
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.
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Employment opportunities
So where can I work and who can I work foras a Fashion Event Coordinator?
Many fashion companies will have their own PR divisions or specific 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 jobrole 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 profile
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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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 Profit organisations
Many not for profit 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 Profit 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!
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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
Notes
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