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Mystery Show

2011/9/26 14:57:00 33

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During the fashion week, the world's biggest brand

Designer

They all gathered here to compete in their T stage show.

The preparations for these shows are very costly. The audience is invited to come to the distinguished guests. As for the front row, they are sitting on top of the celebrities.

The process of arrangement is also quite mysterious, because who sits and who sits next to it is not only very particular about it, but also requires a high degree of secrecy.

During the fashion week, shows and performances in New York emerge in an endless stream. In the past 17 years, the most sought after seats have always been called the "tent" activities center in Bryant park.

It has three popular areas: salon, promenade and the largest "tent".

The first show of this season is baozi 1961 (Ports 1961), which has 777 seats.

The T is not a traditional T shape, but a horseshoe shape. It will encircle two presidential positions, with 213 front row seats (107 regular ones).

"The model comes out of the background and goes to the left.

T station

This is the first T station, so we always arrange the most important fashion magazine editors on the left side.

Baozi 1961 the last six years of the show planning agency, the latter

Originality

Luis Michael Atlil, President of the service company.

The high-end sports apparel brand, Baozi 1961, usually appears in magazines such as Elle, In-Style and vanity fair.

So the editors of these magazines occupy A, B and C seats.

The two row seats AA, BB and CC are edited by major newspapers, such as the Chicago Tribune, San Francisco chronicle and Losangeles times.

At the turning point of T, that is, the model goes to the backstage to sit in large service magazines, such as "Oprah" and "glamour". Their main readers may think baozi 1961 is a little expensive.

But, as atlil said, "obviously, these magazines are very critical because their readers go to CEO and housewives."

In the show, you can see that the brand calls them fans, social celebrities Ivanka Trump and Olivia Palermo.

Palermo will sit in the front row of B District, next to Joe Zee, creative director of Elle.

Of course, the media and celebrities are not the only ones attending the show.

Any fashion show will be accompanied by retailers, stylists, designers and family members and friends.

To arrange everyone's position, we must get an accurate list of the attendees in advance.

In the two or three weeks before the show, e-mails and paper invitations were sent out, and the situation may change at any time.

Two days ago, the company was able to print all the names of people and their identities and marked them with different colors.

Orange refers to the national media, the pink is the website, the grey is the newspaper, the white is the stylist, and the green is the retailer.

Then paste them up according to the venue arrangement.

In a small office, he set up a seat to arrange meetings. For the sake of convenience, charts were divided into two parts from the middle of the T platform.

Every time a person is posted, he will report his area, number of rows and seat number, so that the number of guest lists in his computer and computer will be matched.

Tony Aliside, the public relations and market president of baozi 1961, will assist in arranging media seats. Elizabeth Perrin Coleta, vice president of brand sales, will be responsible for the retailer's seats.

"People will remember where they sat last season, so they have to follow the old rules."

She stressed that if you took the seat back, it might make him feel humiliated.

This is also the reason why baozi 1961 has kept the show seats for the past four years.

Seating arrangements may take six to eight days. Once the chart is completed, more than 1000 calls and visitors will be required to confirm.

Not every brand show is arranged like baozi 1961, and one of the most revolutionary brands is Fashion GPS.

The company was founded in 2006 by Edwin Mulon, who had worked in the IT industry before.

Before him, no one used digital technology to create a template suitable for such problems.

And he did it.

Marc Jacobs immediately became his client and asked Fashion GPS to make templates according to his specific requirements.

In 2007, Fashion GPS organized a fashion show with its own platform. From the making of guest list to arranging seats, every step was done electronically.

This program is basically a central link management system that helps fashion brands select data from contacts database and create invitations.

The electronic system can easily classify buyers, celebrities and media in the system, so that the brand can determine in advance how many people to be invited.

Once the guest list is established, the system is automatically updated.

After the list of Fashion GPS is confirmed, the brand can set up the digital seating table, set down the number of rows and the number of seats.

Then drag the guest's name directly to a particular seat, and it will be missed for a while.

More advanced is that the system allows staff from offices around the world to log in and see updates at any time.

"It's like a virtual workforce."

Hector Marcel, executive director of Fashion GPS, said.

Last year, the size of the company doubled, but there was no sign of slowing down.

"The company arranged a total of 6 to 80 thousand seats for the show last year through this system."

Marcel said.

This also means that 35% to 40% of New York fashion shows use this system.

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The public relations firm of Charlotte Ronson, the designer, used the Fashion GPS system for the first time this season to arrange seats.

"Fashion GPS has brought us to a new level."

The company's public relations director, Mandy Erichsen, said.

Like baozi 1961, Charlotte Ronson also selected her show in the promenade of Bryant park.

"Charlotte's show has many VIP guests, so we decided to arrange more front seats to avoid confusion."

Erichsen also explained why their show chose non-traditional U shaped T stations. "Usually family members and friends are sitting close to the background, because their perspective is not scanning.

But here at Charlotte, her family is just sitting in the front row. "

Charlotte's family includes elder brother Mark Ronson, sister Samantha Ronson, cousin Annabel Dexter Jones, mother Ann Dexter Jones.

"When we plan this show with Charlotte, we think it's more like a party."

Spokesman Matt Keith said.

In the past few years, it's not easy for guests to sit in a designated position. "Now it's more like" Charlotte, you have to sit down and explain to all friends that they have to sit in their positions. "

Charlotte's most important spectator area is A1, the farthest side of the left T station, far away from the background.

"Here is where New York Times, Hilary Alexander and Suzy Menkes sit, because they can see the whole show.

Ronson will have a big Japanese plan next, so the media from Japan will occupy the whole F area, near the right T station.

Keith said, "80 people in Japan have confirmed that one hundred percent will come."

There are also some of Rosen's sponsors to consider, leaving 90 seats for them in the back row of E, F, G and H.