The role of fashion promotion in the fashion industry In an age where fashion and technology are constantly evolving, it is important to take a step back and take a look at the current happenings in the promotional side of the fashion industry. The fashion show, a key tool for making designer collections accessible to the consumer, will be the main focus of this essay. We will define fashion promotion before considering how the catwalk fits into this title. A brief history of fashion shows will lead us to the present day, where we will begin the debate on whether some shows should be as extravagant and expensive as they are. We will look at famous designers who presented their collections in an artistic and creative way and discuss the success and motivations behind each performance. In conclusion we will discuss whether this promotional tool will have to grow to become more extravagant or whether a new form of brand presentation will have to develop. To begin with we must look at the meaning of the word fashion, and how this then fits alongside promotion. Barnard recognizes the different senses of the word "fashion". They range from "the action or process of making" to "conventional use in clothing" (2002b). The first recognizes "fashion" as a verb as opposed to the second which we would like to understand as a noun. Promote, is defined by Gem as "to further the progress of, raise to a higher rank, a degree of status" (1990). In other words, take what you have and develop it in some way. Bugg combines both words to explain that fashion promoters are concerned with what happens to clothes after they are made (2007). This confirms both Barnard's understanding of "fashion" as a noun and...... half of the paper ......onary.Collins sons & Co .Ltd.Green, Andy. (2001b). Creativity in public relations. McDowell, Colin. (1997). Galliano. Weidefeld and Nicolson.Menkes, Suzy. (2000). Beauty and Horror: The Magnificence of McQueen.http://www.Iht.com/articles/2000/09/28/fash.2t.php?page=1.(Accessed 28 November).Oelhers, Dotty. (2004). Promotion through eventsTungate, Mark. (2004). Fashion brands. Kogan Page.Valentina. (2007). Fashion Comes to the Great Wall of China.http://www.blogs.smarter.com/fashion/2007/10/24/fashion-comes-to-the-great-wall-of-china/. (Accessed 20 November 2007).IllustrationsGAINSBURY AND WHITING FASHION SHOWS. (2001) Alexander McQueen Spring/Summer 2001 Collection: Voss.http://www.gainsburyandwhiting.com/shows/mcqueen_ss01_lg.html.Star-Ledger-Staff, Heather Rohan. (October 2007). Fashion today.Fendi walks along the Great Wall of China.