An consumers. First we need to define the

An event cannot
take place without having event consumers. First we need to define the meaning
of consumer to give the reader a better understanding of what’s to come throughout
this chapter.

So who is the
consumer of the event? A consumer is an individual who receives some form of
service from event (Fetscherin and Heilmann, 2015). A key element to understanding
your consumers is by identifying who they are first. There are many ways
information can be produce to find out who the consumers are for a particular
event. According to (Jackson, 2013), he writes to further explain that identifying
consumers can be done by market through market research. This type of
information gives event marketers significant amount of information if the
event is successful to be carried out, and also who the event is aimed towards.

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Fashion shows are a
way of presenting art in a different way. From the glamourous clothing, vibrant
atmosphere, and admiring the beautiful models walk down the runway, a lot of
people think that’s all a fashion show is. Believe it or not, fashion shows are
a platform for designs to address current issue which society face. Whether the
issue be big or small, the designers can attach there brand to the issue to
build a more close relation to their consumers (amconyc, 2017). For example, an
underrated designer from a local fashion week in Mozambique came up with the
concept to address the issue about domestic violence. The idea behind this was
to have the models walk the runway in torn up clothing, and to wear heavy
makeup which indicated beaten bruises to the body. The message in the coming
end to the show was to spread the word of leave peacefully and stop the
violence (Sawant, 2016).

Furthermore,
according to (Singh, 2017), fashion shows are important because it has an
impact on our everyday life. Even though in today’s modern society in
particular, not many people have the funds to purchase every design piece from
current trends. We can say that designers twist to trends, inspires us to apply
the designs and styles to our everyday style.

According to
(Yotka, 2017) who had the opportunity to interviewed Alexandre de Betak for vogue
magazine, she made an interesting statement. Alexandre de Betak says and I
quote “don’t think of a fashion show as an individual moment, but in a global
life of the communication of a brand.” Even though times are changing, and
technology is growing rapidly, others within the industry still believe that we
should take into consideration that a fashion show cannot be recreated. A
fashion show is important to create key statements, and should keep attendees
talking.

Next is digital
fashion shows. Unlike real life shows, digital is more dimensional. A few
brands within the industry are ready to change from tradition to digital. The
first fashion brand that challenged the digital scene was Burberry. Back In 2010,
Burberry took to the live streaming, showcasing there fall and winter collection.
According to (Pariani, 2017), it was reported that over 100 million viewers
participated in viewing the live show. It is to believe that Burberry is
becoming successful within the digital industry because the brand wants to create
a better more successful bond with their consumers (Milnes, 2015).

Digital fashion
shows are further more evolving for showing a smarter ways to get fashion in
front of people. Fashion and technology is partially everywhere and is in
everything we do. Whether technology is changing the face of fashion, blogger
(Nunns, 2016), discovered a survey that was undertaken by  members in the UK, which reveled over 2,000
comsumers between the age 16 and up say the digital drives motivates them to
make purchases.

As the Director of
LCF’s Digital Anthropology Lab he quotes “We no longer aspire to view or
attend just another catwalk show when digital technology is involved” (Corner,
2015). This contributes with European designer Donatella Versace who also
quotes that “fashion’s the new pace. “That’s the world today and fashion is
about change and evolution” (WWDStaff, 2015).

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