Fashion show opportunities: Fashion Show ROI: How Startups Can Measure Success and Drive Business Results

1. What is Fashion Show ROI and Why is it Important for Startups?

Fashion shows are not just glamorous events where models showcase the latest trends and styles. They are also powerful marketing tools that can help startups gain exposure, attract customers, and generate revenue. However, participating in a fashion show is not cheap. It requires a lot of planning, preparation, and investment. How can startups measure the return on investment (ROI) of a fashion show and ensure that it is worth their time and money? This article will explore the concept of fashion show roi and why it is important for startups to track and optimize it.

To understand fashion show ROI, we need to first define what it means. ROI is a ratio that compares the net profit or benefit of an investment to its cost. In the context of a fashion show, the investment is the amount of money and resources that a startup spends on preparing and participating in the event. The benefit is the amount of value that the startup gains from the event, such as increased sales, brand awareness, customer loyalty, media coverage, and partnerships.

The formula for calculating fashion show ROI is:

$$\text{Fashion show ROI} = \frac{\text{Net benefit of the fashion show} - \text{Cost of the fashion show}}{\text{Cost of the fashion show}} \times 100\%$$

For example, if a startup spends $10,000 on a fashion show and generates $15,000 in sales as a result, the fashion show ROI is:

$$\text{Fashion show ROI} = \frac{15,000 - 10,000}{10,000} \times 100\% = 50\%$$

This means that for every dollar that the startup invested in the fashion show, they earned $1.50 in return.

However, calculating fashion show ROI is not as simple as plugging in numbers into a formula. There are many factors and challenges that make it difficult to measure the exact cost and benefit of a fashion show. Some of these are:

- The cost of a fashion show is not just the fee for renting a venue, hiring models, and buying materials. It also includes the opportunity cost of the time and energy that the startup could have spent on other activities, such as product development, customer service, and marketing.

- The benefit of a fashion show is not just the immediate sales that the startup makes during or after the event. It also includes the long-term value that the startup creates by building relationships with customers, influencers, media, and partners, as well as enhancing its brand image and reputation.

- The impact of a fashion show is not easy to attribute and isolate. It is influenced by many external factors, such as the quality of the product, the competition, the market demand, and the customer behavior. It is also affected by the timing, frequency, and duration of the event, as well as the feedback and follow-up that the startup provides.

These factors and challenges make it hard to quantify the exact ROI of a fashion show. However, this does not mean that startups should ignore or neglect it. On the contrary, it means that startups should be more careful and strategic about how they plan, execute, and evaluate their fashion show participation. By doing so, they can maximize their chances of achieving a positive and sustainable fashion show ROI.

How can startups do that? Here are some tips and best practices that can help:

1. Define the goals and objectives of the fashion show. Before deciding to join a fashion show, startups should have a clear idea of what they want to achieve from the event. Is it to increase sales, generate leads, raise awareness, or something else? Having specific and measurable goals and objectives will help startups choose the right fashion show to join, allocate the appropriate budget and resources, and track the progress and results of their participation.

2. research the target audience and market. Startups should know who their ideal customers are, what their needs and preferences are, and how they can reach them. They should also study the market trends, opportunities, and threats, and how they can differentiate themselves from the competition. By doing so, startups can design and deliver a product and a message that resonates with their audience and stands out from the crowd.

3. Prepare and practice the presentation. Startups should not underestimate the importance of the presentation. It is the first and lasting impression that they make on their potential customers, partners, and investors. Therefore, startups should invest time and effort in creating a compelling and memorable presentation that showcases their product, story, and value proposition. They should also rehearse and refine their presentation until they are confident and comfortable with it.

4. Engage and interact with the attendees. Startups should not just show up and leave after their presentation. They should also take advantage of the opportunity to interact and network with the attendees, such as customers, influencers, media, and partners. They should collect feedback, answer questions, exchange contacts, and follow up with them after the event. By doing so, startups can build trust, loyalty, and advocacy among their audience and increase the likelihood of converting them into customers or supporters.

5. Measure and analyze the results. Startups should not rely on gut feelings or anecdotes to evaluate the success of their fashion show participation. They should use data and metrics to measure and analyze the results of their efforts. They should track and compare the key performance indicators (KPIs) that are relevant to their goals and objectives, such as sales, leads, traffic, conversions, retention, referrals, and satisfaction. They should also identify the strengths and weaknesses of their performance and the areas for improvement and optimization.

By following these tips and best practices, startups can increase their chances of achieving a positive and sustainable fashion show ROI. Fashion show ROI is not just a number. It is a reflection of the value that startups create and deliver through their fashion show participation. It is also a driver of their business growth and success. Therefore, startups should not ignore or neglect it. They should embrace and optimize it.

2. How to Set SMART Goals for Your Fashion Show Participation?

One of the most important steps to ensure a successful fashion show participation is to set clear and realistic goals that align with your brand vision and strategy. Goals are not just wishful thinking, they are measurable and attainable outcomes that can help you track your progress and evaluate your performance. However, not all goals are created equal. Some goals may be too vague, too ambitious, or too irrelevant to your specific situation. To avoid these pitfalls, you can use the SMART framework to define your goals. SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound. These are the characteristics of effective goals that can guide your actions and decisions. Let's look at each of them in more detail:

- Specific: Your goals should be clear and precise, not vague or general. You should be able to answer the questions of who, what, where, when, why, and how. For example, instead of saying "I want to increase my sales", you should say "I want to increase my online sales by 20% in the next six months by launching a new collection and promoting it on social media".

- Measurable: Your goals should be quantifiable and verifiable, not subjective or ambiguous. You should be able to track your progress and results using numbers, percentages, or other indicators. For example, instead of saying "I want to improve my brand awareness", you should say "I want to increase my website traffic by 50%, my Instagram followers by 10,000, and my email subscribers by 5,000 in the next three months".

- Achievable: Your goals should be realistic and attainable, not impossible or unrealistic. You should consider your current situation, resources, and constraints, and set goals that challenge you but do not overwhelm you. For example, instead of saying "I want to become the next Chanel", you should say "I want to establish a loyal customer base and a distinctive style in the local market in the next year".

- Relevant: Your goals should be aligned with your brand vision and strategy, not irrelevant or inconsistent. You should focus on the goals that matter most to your business and your target audience, and avoid distractions or conflicts. For example, instead of saying "I want to participate in every fashion show in the world", you should say "I want to participate in the fashion shows that match my brand identity and reach my ideal customers in the next two years".

- Time-bound: Your goals should have a specific deadline or timeframe, not indefinite or open-ended. You should set a clear start and end date for your goals, and break them down into smaller milestones or tasks. This will help you create a sense of urgency, motivation, and accountability. For example, instead of saying "I want to grow my business", you should say "I want to grow my business by 30% in the next 12 months by launching two new collections, expanding to two new markets, and hiring two new employees".

By using the SMART framework, you can set goals that are clear, realistic, and relevant for your fashion show participation. This will help you plan your actions, monitor your progress, and evaluate your results. You will also be able to communicate your goals effectively to your team, partners, and customers, and gain their support and feedback. setting SMART goals is not a one-time activity, but a continuous process that requires regular review and adjustment. As your situation changes, your goals may also change. Therefore, you should always keep your goals updated and aligned with your brand vision and strategy.

3. How to Choose the Right Fashion Show for Your Brand and Target Audience?

One of the most important decisions for a fashion startup is to select the right fashion show to showcase their products and reach their target audience. fashion shows are not only a platform to display the latest trends and collections, but also a valuable opportunity to network with potential buyers, influencers, media, and industry experts. However, not all fashion shows are created equal, and choosing the wrong one can result in wasted time, money, and resources. Therefore, it is essential to consider the following factors before applying or participating in a fashion show:

1. The objective and vision of the fashion show. Different fashion shows have different purposes and goals, such as promoting emerging designers, highlighting sustainability, celebrating diversity, or showcasing innovation. A fashion startup should align their brand identity and values with the fashion show's theme and mission, and ensure that their products fit the criteria and expectations of the organizers and the audience. For example, if a fashion startup specializes in eco-friendly and ethical clothing, they should look for fashion shows that emphasize environmental and social responsibility, such as the Green Carpet Fashion Awards or the Eco Fashion Week.

2. The reputation and reach of the fashion show. A fashion show's reputation and reach can have a significant impact on the exposure and recognition that a fashion startup can gain from participating. A fashion show's reputation depends on the quality and credibility of the organizers, sponsors, partners, judges, and guests, as well as the media coverage and reviews that it receives. A fashion show's reach depends on the size and diversity of the audience, both online and offline, as well as the opportunities for networking and collaboration that it offers. For example, if a fashion startup wants to expand their market and customer base, they should aim for fashion shows that have a global and diverse audience, such as the New York Fashion Week or the London Fashion Week.

3. The cost and benefit of the fashion show. Participating in a fashion show can be a costly and risky investment for a fashion startup, especially if they have limited resources and budget. Therefore, a fashion startup should carefully weigh the costs and benefits of joining a fashion show, and evaluate the potential return on investment (ROI) that they can expect. The costs of a fashion show include the application fee, the participation fee, the production fee, the travel and accommodation expenses, and the marketing and promotion expenses. The benefits of a fashion show include the sales revenue, the media exposure, the brand awareness, the customer feedback, and the industry connections. For example, if a fashion startup has a high-end and niche product, they should consider fashion shows that have a lower cost but a higher benefit, such as the Paris Haute Couture Week or the Milan Fashion Week.

4. Tips and Best Practices

A fashion show is not only a showcase of your designs, but also a marketing opportunity to attract customers, investors, and media attention. However, organizing a successful fashion show requires careful planning, coordination, and execution. You need to consider various aspects such as the venue, the theme, the budget, the models, the styling, the music, the lighting, and the promotion. Here are some tips and best practices to help you prepare for your fashion show and achieve your desired outcomes.

- 1. Define your goals and objectives. Before you start planning your fashion show, you need to have a clear vision of what you want to achieve and how you will measure your success. Do you want to increase your brand awareness, generate sales, or raise funds? Do you want to target a specific audience, such as local buyers, influencers, or celebrities? Do you want to create a buzz around your new collection, launch a new product line, or celebrate a milestone? Having a clear and realistic goal will help you focus your efforts and resources on the most important aspects of your fashion show.

- 2. Choose a suitable venue and date. The venue and date of your fashion show can have a significant impact on your attendance, visibility, and costs. You need to find a venue that matches your brand identity, theme, and budget. You also need to consider the location, accessibility, capacity, and facilities of the venue. You should also avoid scheduling your fashion show on the same day or time as other major events, such as holidays, festivals, or competing fashion shows. You want to maximize your chances of attracting your target audience and avoiding conflicts or distractions.

- 3. Create a theme and a mood board. A theme and a mood board can help you create a cohesive and consistent look and feel for your fashion show. A theme is the overall concept or message that you want to convey through your designs, styling, and presentation. A mood board is a visual representation of your theme, using images, colors, textures, fonts, and keywords that inspire you. You can use your mood board to communicate your vision to your team, partners, and suppliers, and to ensure that every element of your fashion show aligns with your theme.

- 4. Select and train your models. Your models are the face of your brand and the main attraction of your fashion show. You need to select models that fit your brand image, style, and size requirements. You also need to train your models on how to walk, pose, and interact with the audience and the cameras. You should also provide them with clear instructions on how to wear, adjust, and change your outfits. You want your models to look confident, professional, and comfortable on the runway.

- 5. Hire a professional team. A fashion show is a complex and collaborative project that involves many different roles and tasks. You need to hire a professional team that can help you with the various aspects of your fashion show, such as the production, the direction, the styling, the makeup, the hair, the music, the lighting, the photography, and the videography. You should also assign a project manager or a coordinator who can oversee the entire process and ensure that everything runs smoothly and on time.

- 6. Promote your fashion show. A fashion show is a great opportunity to generate publicity and exposure for your brand and your products. You need to promote your fashion show to your target audience and the media, using various channels and strategies. You can use social media, email marketing, press releases, flyers, posters, invitations, and word-of-mouth to spread the word about your fashion show. You can also create a hashtag, a website, or a landing page for your fashion show, where you can share updates, teasers, behind-the-scenes, and live-streaming. You want to create excitement and anticipation for your fashion show and encourage people to attend or watch it online.

- 7. Evaluate your results and feedback. After your fashion show, you need to evaluate your results and feedback, and compare them with your goals and objectives. You need to measure your return on investment (ROI), using various metrics and indicators, such as the number of attendees, the media coverage, the social media engagement, the sales, and the revenue. You also need to collect feedback from your audience, your team, your partners, and your suppliers, using surveys, interviews, or reviews. You want to learn from your experience and identify your strengths, weaknesses, opportunities, and challenges for your future fashion shows.

5. Key Metrics and Tools

Once you have planned and executed your fashion show, you need to evaluate its performance and impact on your business goals. This is not an easy task, as there are many factors and variables that can influence the outcome of a fashion show. However, there are some key metrics and tools that can help you measure your fashion show performance and determine its return on investment (ROI).

Some of the key metrics and tools that you can use are:

1. Attendance and engagement. This metric measures how many people attended your fashion show, either in person or online, and how engaged they were with your brand and products. You can use tools such as ticket sales, registration forms, social media analytics, surveys, and feedback forms to collect data on your attendance and engagement levels. For example, you can track how many tickets you sold, how many people registered for your online stream, how many likes, comments, and shares your social media posts received, how many people filled out your post-show survey, and what kind of feedback they gave you.

2. Media coverage and reach. This metric measures how much exposure and awareness your fashion show generated in the media, both traditional and digital. You can use tools such as press releases, media kits, press clippings, online articles, blogs, podcasts, videos, and influencer marketing to collect data on your media coverage and reach. For example, you can track how many press releases you sent out, how many media outlets picked up your story, how many online articles, blogs, podcasts, and videos mentioned your fashion show, how many views, impressions, and clicks they generated, and how many influencers promoted your fashion show to their followers.

3. Sales and revenue. This metric measures how much your fashion show influenced your sales and revenue, both directly and indirectly. You can use tools such as sales reports, revenue reports, conversion rates, customer lifetime value, and customer retention rates to collect data on your sales and revenue. For example, you can track how many sales you made during and after your fashion show, how much revenue you generated from those sales, how many new customers you acquired, how many existing customers you retained, and how much each customer spent and will spend on your products in the future.

4. Cost and profit. This metric measures how much your fashion show cost you and how much profit you made from it. You can use tools such as budget reports, expense reports, income statements, and profit and loss statements to collect data on your cost and profit. For example, you can track how much you spent on your fashion show, such as venue, equipment, staff, models, production, marketing, and other expenses, and how much you earned from your fashion show, such as ticket sales, sponsorship deals, merchandise sales, and other income sources.

By using these metrics and tools, you can measure your fashion show performance and calculate your fashion show ROI. This will help you understand the strengths and weaknesses of your fashion show, the opportunities and threats for your business, and the areas for improvement and innovation for your future fashion shows.

6. Insights and Recommendations

Once you have successfully executed your fashion show, you need to evaluate its impact and outcomes. This is a crucial step to understand what worked well, what can be improved, and how to plan your next steps. To do this, you need to collect and analyze data from various sources, such as your sales, website traffic, social media engagement, press coverage, customer feedback, and more. Here are some insights and recommendations on how to analyze your fashion show results:

1. measure your sales performance. One of the main goals of a fashion show is to generate sales for your brand. You can track your sales data before, during, and after the show to see how it affected your revenue, conversion rate, average order value, and customer retention. You can also compare your sales performance with your competitors and industry benchmarks to see how you stand out. For example, if you notice that your sales increased significantly after the show, you can attribute it to the exposure and buzz that you created. If your sales did not change much, you may need to rethink your pricing, distribution, or marketing strategies.

2. analyze your website traffic. Another way to measure the impact of your fashion show is to look at your website traffic. You can use tools like Google analytics to track how many visitors came to your website, where they came from, how long they stayed, what pages they viewed, and what actions they took. You can also segment your traffic by source, such as organic, paid, social, email, or referral. For example, if you see a spike in traffic from social media, you can infer that your show generated a lot of social media buzz. If you see a high bounce rate or low time on site, you may need to improve your website design, content, or user experience.

3. evaluate your social media engagement. social media is a powerful platform to showcase your brand, connect with your audience, and amplify your message. You can use tools like Hootsuite or Sprout Social to monitor your social media metrics, such as followers, likes, comments, shares, mentions, hashtags, and impressions. You can also analyze the sentiment, tone, and topics of your social media conversations to understand how people perceive and react to your show. For example, if you see a lot of positive comments and compliments, you can conclude that your show was well-received and appreciated. If you see a lot of negative feedback or criticism, you may need to address the issues or apologize for any mistakes.

4. Assess your press coverage. Press coverage is another indicator of the success and influence of your fashion show. You can use tools like Meltwater or Cision to track and measure your media mentions, reach, sentiment, and share of voice. You can also identify the most influential and relevant media outlets, journalists, bloggers, and influencers who covered your show and build relationships with them. For example, if you see a lot of positive and favorable press coverage, you can leverage it to boost your brand reputation and credibility. If you see a lack of or negative press coverage, you may need to improve your public relations or crisis management skills.

5. collect and analyze customer feedback. customer feedback is essential to understand how your show resonated with your target audience and how it influenced their purchase decisions. You can use tools like SurveyMonkey or Typeform to create and distribute surveys, polls, or quizzes to your customers and prospects. You can also use tools like Qualtrics or UserTesting to conduct interviews, focus groups, or usability tests with your customers and prospects. You can ask questions about their satisfaction, preferences, expectations, and suggestions regarding your show and your products. For example, if you see a high customer satisfaction and loyalty score, you can celebrate your success and reward your customers. If you see a low customer satisfaction and loyalty score, you may need to improve your product quality, design, or service.

7. Strategies and Examples

One of the most important aspects of participating in a fashion show is to follow up with the leads and customers that you have generated from the event. A timely and effective follow-up can help you build lasting relationships, increase conversions, and boost your brand awareness. However, following up with your fashion show leads and customers is not a one-size-fits-all process. You need to tailor your follow-up strategy according to the type, stage, and preference of your leads and customers. Here are some strategies and examples that you can use to follow up with your fashion show leads and customers:

1. Segment your leads and customers based on their interest and engagement level. Not all leads and customers are created equal. Some may be ready to buy from you, while others may need more nurturing and education. You can use different criteria to segment your leads and customers, such as the source of the lead, the type of the customer, the stage of the buyer's journey, the level of interaction, the feedback received, etc. For example, you can segment your leads and customers into hot, warm, and cold categories based on their interest and engagement level. Hot leads and customers are those who have shown a high level of interest and engagement with your brand, such as signing up for your newsletter, requesting a quote, or making a purchase. Warm leads and customers are those who have shown some interest and engagement, but are not ready to buy yet, such as browsing your website, liking your social media posts, or attending your webinar. Cold leads and customers are those who have shown little or no interest and engagement, such as visiting your booth, exchanging business cards, or receiving your flyer.

2. Use multiple channels and formats to follow up with your leads and customers. Depending on the segment and preference of your leads and customers, you can use different channels and formats to follow up with them. Some of the common channels and formats are email, phone, text, social media, video, blog, podcast, etc. For example, you can use email to send a thank-you note, a personalized offer, a testimonial, a case study, or a newsletter to your leads and customers. You can use phone or text to confirm an appointment, ask for feedback, or provide customer service. You can use social media to share your fashion show highlights, behind-the-scenes, or user-generated content. You can use video to showcase your products, tell your brand story, or demonstrate your value proposition. You can use blog or podcast to educate your leads and customers about your industry, trends, or best practices.

3. Provide value and relevance in your follow-up messages. The goal of your follow-up is not to spam your leads and customers with sales pitches, but to provide value and relevance that can help them solve their problems, achieve their goals, or satisfy their needs. You can provide value and relevance by addressing their pain points, offering solutions, answering questions, sharing insights, giving tips, or inviting feedback. For example, you can provide value and relevance by sending a follow-up email that includes a link to a blog post that answers a common question that your leads and customers have, a video that shows how your product can solve their problem, or a coupon code that gives them a discount on their next purchase. You can also provide value and relevance by asking your leads and customers to fill out a survey, join a webinar, or attend a workshop that can help them learn more about your brand, products, or industry.

4. Create a follow-up schedule and automate your follow-up process. To ensure that you follow up with your leads and customers in a timely and consistent manner, you need to create a follow-up schedule and automate your follow-up process. A follow-up schedule is a plan that specifies when and how often you will follow up with your leads and customers. A follow-up schedule can vary depending on the segment, channel, and format of your leads and customers, but a general rule of thumb is to follow up within 24 hours of the initial contact, and then every few days or weeks until you achieve your desired outcome. An automated follow-up process is a system that allows you to send follow-up messages automatically based on certain triggers, actions, or conditions. An automated follow-up process can save you time, effort, and resources, as well as increase your response rate, conversion rate, and customer loyalty. You can use various tools and platforms to automate your follow-up process, such as email marketing software, CRM software, chatbots, etc. For example, you can use email marketing software to create and send automated email sequences to your leads and customers based on their segment, behavior, or feedback. You can use CRM software to track and manage your leads and customers, and set reminders and tasks for your follow-up activities. You can use chatbots to interact with your leads and customers on your website, social media, or messaging apps, and provide instant answers, recommendations, or support.

8. How to Maximize Your Fashion Show ROI and Grow Your Business?

After analyzing the various aspects of fashion show opportunities, such as the benefits, challenges, costs, and metrics, you might be wondering how to make the most of your investment and grow your business. In this segment, we will explore some of the best practices and strategies that can help you achieve your goals and optimize your fashion show ROI. We will also provide some examples of successful startups that have leveraged fashion shows to boost their brand awareness, customer loyalty, and sales.

Some of the key steps that you can take to maximize your fashion show ROI and grow your business are:

1. define your target audience and tailor your show accordingly. Before you plan your fashion show, you need to have a clear idea of who you want to reach and what you want to communicate. Your target audience can include potential customers, media, influencers, retailers, investors, and partners. Depending on your audience, you need to customize your show's theme, style, location, timing, and format. For example, if you want to attract media attention, you might want to choose a trendy venue, invite prominent journalists and bloggers, and showcase your most innovative and eye-catching designs. If you want to appeal to customers, you might want to create a more interactive and engaging show, such as a pop-up shop, a live stream, or a virtual reality experience, where they can try on and buy your products.

2. Create a strong brand identity and story. One of the main purposes of a fashion show is to showcase your brand's personality, values, and vision. You want to create a memorable impression on your audience and make them connect with your brand emotionally. To do that, you need to have a consistent and compelling brand identity and story that reflects your mission, inspiration, and differentiation. You can use various elements, such as your logo, slogan, colors, music, lighting, models, and props, to convey your brand identity and story. For example, if your brand is focused on sustainability, you might want to use eco-friendly materials, natural colors, and models of different shapes and sizes to demonstrate your commitment to the environment and diversity.

3. Leverage social media and digital platforms. A fashion show is not only a one-time event, but also an opportunity to create a lasting online presence and buzz. You can use social media and digital platforms to promote your show before, during, and after the event. You can create teasers, behind-the-scenes, live updates, and highlights to generate interest and excitement among your followers. You can also encourage your audience to share their feedback, photos, and videos using your hashtags, handles, and links. You can also collaborate with influencers, celebrities, and media outlets to amplify your reach and exposure. For example, you can partner with a popular Instagrammer to host a giveaway contest, or invite a famous singer to perform at your show and post about it on their social media accounts.

4. Measure your results and learn from your feedback. After your fashion show, you need to evaluate your performance and outcomes using the metrics that you have defined earlier. You can use tools such as Google Analytics, Facebook Insights, Instagram Insights, and SurveyMonkey to track and analyze your data. You can also collect feedback from your audience, partners, and stakeholders using surveys, interviews, and reviews. You can use the results and feedback to measure your fashion show ROI and identify your strengths, weaknesses, opportunities, and threats. You can also use them to improve your future shows and business strategies. For example, you can find out which designs, models, or segments received the most positive reactions, and which ones need more improvement. You can also discover new trends, preferences, and demands from your customers and market.

By following these steps, you can maximize your fashion show ROI and grow your business. To illustrate how these steps can work in practice, let us look at some examples of successful startups that have used fashion shows to their advantage.

- Rent the Runway: Rent the Runway is a startup that allows customers to rent designer dresses and accessories for a fraction of the retail price. The company has used fashion shows to showcase its products and services, as well as to create a community of loyal and engaged customers. For example, in 2019, the company hosted its first-ever live fashion show in New York, where it invited its members, influencers, and media to attend and participate. The show featured over 100 models, who were all Rent the Runway customers, wearing the company's latest offerings. The show also included a pop-up shop, where attendees could rent or buy the items on display. The show generated a lot of media coverage, social media buzz, and customer satisfaction, as well as increased sales and subscriptions.

- Glossier: Glossier is a startup that sells beauty products and cosmetics online. The company has used fashion shows to introduce its new products and collections, as well as to build a strong brand identity and story. For example, in 2018, the company launched its new fragrance, Glossier You, at a fashion show in Los Angeles. The show featured models wearing the company's signature pink outfits and carrying the fragrance bottles. The show also included a sensory experience, where attendees could smell, touch, and taste the fragrance ingredients. The show created a lot of hype and curiosity among the attendees and online followers, as well as increased awareness and sales of the new product.

- Everlane: Everlane is a startup that sells clothing and accessories online. The company has used fashion shows to demonstrate its transparency and sustainability, as well as to educate and inspire its customers and partners. For example, in 2017, the company hosted a fashion show in New York, where it revealed the factories and suppliers behind its products. The show featured models wearing the company's clothes and holding signs with the names and locations of the factories. The show also included a panel discussion, where the company's founder and representatives from the factories and suppliers shared their stories and insights. The show generated a lot of respect and admiration among the attendees and online followers, as well as increased trust and loyalty to the brand.