Avenuethrough its production Dallas Fashion Weekrecently embraced
an altruistic project of developing an exciting, innovative program
in occupation-training and mentoring in the fashion and apparel
Fashion Week will provide occupational training programs as
well as basic educational services. It will feature runway shows
that highlight the hottest apparel from new, established, and celebrity
designers. This event will also provide a forum for designers and
buyers to meet in one marketplace.
proposal requests $100,000 from Lexus for the advertising, marketing,
and promotions of this historic event. As you know, a successful
event depends and thrives on marketing and promotions.
company needs to effectively communicate what their event offers
to the broadest possible audience: through commercials, publications,
signs, advertising, billboards, or brochures.
successful events have demonstrated repeatedly that profitability
is enhanced when marketing goes beyond normal promotional tools
to extraordinary across-the-board, reality-based marketing orientation.
Such as tying into community career training needs and other philanthropic
understand that marketing efforts are complementary to high quality
management practices. While promotional materials may attract attendees,
it is the ongoing marketing and performance-based marketing that
keeps them interested in attending the event. At Third Avenue, this
is the type of marketing campaign we are actively and aggressively
The occupation-training project the partners envision is multifaceted,
comprehensive and innovative. This region has a viable opportunity
to showcase talent and services offered by members of the apparel
industry. Dallas Fashion Week will donate a portion of its
proceeds to four charitable organizations that reflect ours and
our sponsors philanthropic interests.
Third Avenue, we understand that the smallest good deed is better
than the grandest intention. That is why through our charitable
donations we will support several causes that affect us all directly
and indirectly. We have enthusiastic cooperation and sponsorship
from members of the fashion industry, major national corporations,
as well as community groups and other private organizations.
2. Industry Statistics
According to the Texas Workforce Commission 2004Q4 Report, the value
added per employee in the industry in is $73,220. In 2004, Texas
apparel and accessories exports were valued at $427 million. For
the last two years, apparel and accessories were in the top 20 for
largest exporting categories. Dallas Fashion Week will vitally serve
to increase these numbers by bringing awareness of fashion services
and products in the Dallas community. The total capital investments
in the industry was $7.5 million with the value of shipments at
$1.7 billion. In recent industry trends Texas apparel industry average
weekly wages have increased since 2003Q4.
apparel retail industry is a large and mature industry with average
growth of about 4-5% a year over the past decade. With barriers
to entry and lack of dominant fashion trends, this industry is very
competitive. It is time for this region to establish itself as a
major competitor. Many apparel retailers, manufacturers, designers
are facing threats of consolidation by other retailers. The apparel
retail industry is an early-cycle industry and often a harbinger
of what economic climate lies ahead. Macro economic factorssuch
as GDP growth, personal disposable income and consumer confidencehave
a great influence on the overall performance of this industry.
to data released by the Department of Commerce, US consumers spent
$334 billion in apparel and footwear. With an estimated US population
of 285 million, the expenditures in apparel is equaled roughly to
$1,150 per person. Despite a small decline in sales, many companies
still see an on year growth. This event will also aid in growth.
3. Event Cost
bulk of the Dallas Fashion Week sponsorship funds will be used for
the marketing and advertising of this event. We estimate that this
event will service more than 300 companies.
Dallas Fashion Week cost breakdown is as follows:
Costs - $130,000.00
Services - $80,000.00
Cost - $500,000.00
Project Budget - $750,000.00
venue costs include exhibit halls and meeting rooms at the Dallas
Convention Center. The costs are for the week of October 10-15,
2006. It also includes all the catering costs from Centerplate Catering.
exposition service costs include all of the trade show booths, carpet,
chair rentals, banners, installation, and other standard applicable
marketing costs will consist of a national marketing and advertising
campaign with several big name PR firms throughout the US.
costs include program schedules, show booklets, bags, and transportation.
4. Event Goals
The goal of the project is to provide a forum to display the services,
goods, and products in a venue hosted by the City of Dallas. And,
as well, basic educational services and workshops are showcased
that offer valuable knowledge and information affecting the industry
directly and indirectly. Finally, the consequences of Dallas Fashion
Week is more than bringing key players and influential people together.
It is about giving companies and any other interested individuals
the tools to improve their business.
Dallas Fashion Week will unite designers and buyers and connect
the fashion triangle between New York and Los Angeles. It will serve
as an information supermarket through our vast broad range of seminars
and fashion-expert speakers. The design suites will offer exposure
to new and established designers. Overall, this event will tremendously
help to catapult the apparel industry in this region to its next
level of exposure and success.
The target population for this project is manufacturers, designers,
retail companies, magazines, stylists, agencies, and students. Dallas
Fashion Week will utilize the resources of the community,
along with those of experts in the apparel industry to implement
and recruitment are critical components of this project. It is essential
that Third Avenue reach and recruit those individuals in need of
the resources we can offer. The following will be utilized by the
project planners to reach and recruit project participants:
? Newspapers and radio stations
? Educational Institutions
? Trade Organization and Associations
? Incubation Programs
efforts are to be conducted without consideration of a participant's
race, ethnicity, sex, disability, or sexual orientation, and a statement
to this effect will accompany all public service announcements,
advertisements, and national & locally-placed posters.
6. Event Components
The planning process has taken into account all reasonable and legitimate
expenses related to the implementation of Dallas Fashion Week.
Third Avenue has extensive experience in managing, implementing
and administering fashion shows and other special events. This knowledge
underpins both the expert level of the Dallas Fashion Week
production, and also the precision of its budget.
Cost estimates have been based on a detailed project design, taking
into account all the criteria and features of Dallas Fashion Week.
This event takes place two times a year: the fall and the spring.
problems and Solutions
of the planning process will be focused on the recruitment and retention
of participants in the project. Third Avenue has studied the availability
of local and national resources for recruiting designers: newspapers,
radio stations, market centers, galleries and related apparel organizations.
Third Avenue will make connections with sources and establish working
relationships with companies to further enhance this high profile
event. Additionally, the planning process will be targeted at working
closely with other events to establish Dallas Fashion Week
as an exclusive, unparalleled fashion week on a national and international
designers who wish to take advantage of Dallas Fashion Week
may be prevented from doing so because of lack of seed capital.
As part of the effort to recruit and retain these designers, in
conjunction with our numerous efforts to give back to the community,
Third Avenue will provide a few complimentary, open slots to individuals
that are eligible.
To execute this event, we have a seasoned staff of professional
planners, stage managers, managerial staff, sales executives, and
event coordinators. We have contracted labor in exposition services,
public relations, and catering.
Avenue, LLC, is a full service production company that specializes
in high profile and high budget events. Third Avenue has become
a formidable force within public and private events. Our primary
goal is to address every detail of every project we undertake and
leave nothing to chance. The impact always results in a long lasting
perception of style, quality, and respect for the employees of Third
Avenue. Our staff has years of experience in their areas of expertise.
Combined, our staff has represented the most powerful and well-known
corporations worldwide. For more information about Third Avenue,
please visit www.avenueonthird.com.
Slaven, lead publicist: A former magazine editor and fashion copywriter
who understands publicity from multiple points of view. She has
worked intimately closely with New York Fashion Week and Los Angeles
Fashion Week. Through her creative pitches, she has launched everything
from Banana Republic fashion collections to Procter and Gamble skin
care products. The right connections, perfect pitches, and tenacious
manner led to placement in numerous national magazines and other
high-profile publications. For more information about Samantha Slaven
Publicity, please visit www.samanthaslaven.com.
Freeman Company, exposition services: Since 1927, Freeman has been
all about face to face marketing. They produce expositions, conventions,
corporate events and exhibits, and provide official service contractor
services for expositions, conventions, corporate events and exhibits.
For more information about Freeman Company, please visit www.freemanco.com.
Role of Lexus
As the third largest automaker, Lexus has much to gain from this
historic event and its commercial and philanthropic windfalls to
the Dallas community and the event's national exposure.
Fashion Week will assist you in building a globally balanced
operational system and market attractive products that accurately
reflect a demand that helped you sell a record 3.56 million vehicles
worldwide on a consolidated basis in 2004. There is a huge potential
for growth, and as your competition continues to intensify, your
involvement in this event will place you strategically ahead of
your competitors. Your logo will be seen worldwide in association
with this high-profile event. For the six month period leading to
September 30th, your company spent more than $1.5 million dollars
on advertising and more than $3.1 million dollars on research.
partnering with Dallas Fashion Week, it will take less than
4% of your yearly marketing budget to reach a trendy, various-age
demographic ranging from ages 18-65. As the official and preferred
vehicle of this event, you will not be in a competitive environment.
You will monopolize this event by having your vehicle presence everywhere.
You will also be given a spacious booth, creating a presence to
disperse your product literature to over 50,000 people. Lexus will
be recognized as making history in Dallas, being part of a large
charitable donation, and a partner in one of the greatest fashion
this event will powerfully serve to make consumers familiar with
your legendary reputation. It will aid in helping consumers to know,
that the quality they feel while driving a Lexus extends beyond
your vehicles. It will aid in letting them know that, while you
are passionate about your vehicles, you support their passion in
life. Since 1989, the Lexus marquee has been become associated with
quality and luxury. Dallas Fashion Week, a marquee event,
will be known for its exclusivity, perfection, and its innovation.
While Dallas Fashion Week is also a debut event, it is the
future of fashion. Like Lexus, Third Avenue does not just look to
the future. We create it.
guests are passionate about life and their careers. This is why
they will travel thousands of miles to attend this event. They are
constantly seeking a new and rewarding experience. Designers, buyers,
stylists, fashion editors, students, and many more individuals all
comprise Dallas Fashion Week. Third Avenue and Dallas Fashion
Week anticipate joining you in a shared interest and a commitment
to the "Passionate Pursuit of Perfection."