Professional Documents
Culture Documents
Cazenovia College
Abstract
This article reviews the qualitative research that was conducted from October 17, 2016 to
October 31, 2016 for the Cazenovia College 2017 fashion show that will take place on April 29.
The variables of this study included event planning, promotion, advertising, and attendance rates.
The results of this research will be will used to better plan the fashion show and to gain a higher
attendance. To properly and successfully plan the 2017 Cazenovia College fashion show,
qualitative research was conducted. This paper explores the responses that were generated from
qualitative research and analysis. It analyzes the common themes that were found in the
respondents answers.
Keywords: Cazenovia College 2017 fashion show, event planning, promotion, advertising
Introduction
Tyne Emery and Katie Gorczynski completed qualitative research for the Cazenovia
College 2017 fashion show in the fall of 2016. For this study, the data was conducted through
researching scholarly databases used to depict the important aspects in event planning, such as a
fashion show. After assessing the scholarly research databases, qualitative research questions
were formed. These questions were used to obtain results from ten qualitative interviews. These
interviews were conducted among individuals who are involved in the fashion and business
industry. The average length of these interviews was an hour. The respondents were asked to
respond to thirty-five questions that included topics such as event planning, promotion,
advertising, venues, models, management skills, etc. The respondents answers were then
transcribed and analyzed. The results were coded to better understand the similarities in the
CAZENOVIA COLLEGE 2017 FASHION SHOW 2
responses. After the respondents answers were coded, they were analyzed to find common and
Methodology
For this study, the method of qualitative research was conducted to gain valuable insight
for planning a fashion show. Qualitative research is used to gain a detailed understanding of the
respondents experiences and opinions based on the questions that are provided (Broom, 2005).
Qualitative research is not used to prove or disprove a theory; instead it is used to understand a
central idea and to think outside conventional ideas (Broom, 2005). Many qualitative studies
focus on a problem. This problem either needs improvement or an alternate solution. In this
study, the qualitative research was conducted through ten interviews. Qualitative research is
generally done with a small and specific sample size. This method was chosen because it is an
effective tool for increasing our knowledge on planning a fashion show and what aspects are
included in doing so. Qualitative studies allow for an individual to gain knowledge in an area
they are not familiar with. Conducting qualitative interviews is a way to produce meaningful
research findings (Broom, 2005). The key to a qualitative interview is the questions that are
asked. Qualitative research consists of multiple questions in regarding a specific theme. For the
Cazenovia College 2017 fashion show, the interviews were semi-structured, which means the
interviewer has questions that belong to the theme of planning a fashion show. This allows for an
open dialog with the interviewee (Broom, 2005). A semi-structured interview allows the
respondents to fully explain their thoughts and experiences within this theme. After completion
of qualitative interviews, common and uncommon themes are analyzed to produce the results of
the interviews. Qualitative research is used within the future of projects to give an idea as to what
Results
After conducting qualitative interviews from ten participants, the results were analyzed
and reported in common and uncommon themes. One of the common themes that were reported
through this study was the importance of communication (Textiles, 2015). Communication was
seen to be an important leadership quality for any team leader to have. This was reported by
participant A, participant H, and participant I. Each of these respondents felt that it was a
necessary quality to run an event effortlessly. Team leaders must possess excellent
communication skills to be able to communicate clearly and effectively to the other group
complete their tasks (Shukla, 2012). Participant D, participant E, participant F, participant G each
responded with communication. These participants believed that a team leader should be able to
Communication is extremely important when planning an event because each team member must
know what their task is and when it needs to be completed. An event can only run effortlessly if
there is the proper communication. This would allow for each team that is part of the Cazenovia
In addition to communication, the common theme of using social media to promote and
advertise the Cazenovia College 2017 fashion show was popular among the participants
responses. The common theme of social media was seen in the overall promotion and advertising
of the event. Todays society is mainly a digital world, and that is how people are getting news
and learning about upcoming events within their community. In regards of effective advertising
to attract the target market of the Cazenovia College 2017 fashion show, participant A,
I, and participant J all believed that social media is the best option. Since the main target market
of the fashion show is Cazenovia College students, these participants believed that social media
would be the best and most effective way to advertise to them. Social media is one of the largest
impacts in advertising and would be the best option to generate a higher attendance rate (Mohr,
2013). Social media was seen as another outlet to promote to the Cazenovia community and the
surrounding Syracuse area. Participant A explained their experience in paid Facebook posts that
were greatly effective when promoting their business. This could be a very useful tool to have
advertisement posts appear on individuals Facebooks to hear about the event. This would reach
people outside the Cazenovia College community in hopes to have gain a higher attendance.
Common social media accounts that were mentioned by participants included Instagram, Snap
One of the most important aspects in planning any event such as a fashion show is
creating a timeline. Creating a timeline was one of the common themes from the participants
responses. In creating a strategic plan, a timeline was most commonly found to be very
important. A timeline should be created in order for the team to know exactly what needs to be
done for the event and when. Participant C suggested that a timeline be created for everyday to
know exactly what to do. This would allow each team member to know exactly what needs to
happen. Participant H suggested that the timeline should include any deliverables that will be
made. This is very important for any outside third parties that are used for the show. It should be
scheduled as to when the items will be delivered such as lighting, stage props, and the runway.
Even though many of the results from this qualitative research included common themes,
some of the responses were uncommon and may have a positive and beneficial effect for the
fashion show. Participant B suggested having local vendors at the beginning of the show to sell
CAZENOVIA COLLEGE 2017 FASHION SHOW 5
their products as a form of advertising. This would bring in their current consumers to the event,
and it would also advertise their brand to members of Cazenovia College. This would be an
effective way to generate more revenue. Another uncommon theme was creating a logo
specifically for the Cazenovia College fashion show. This was suggested by Participant I.
Creating a Cazenovia College fashion show logo would create consistency each year among the
fashion show. This is a more beneficial approach instead of making a different logo for each
show. Creating a logo would be a start the Cazenovia College fashion show brand. It would be a
Discussion
series of questions were asked relating to the planning of the 44th annual Cazenovia College
fashion show. There were a few questions that should have been phrased differently for the
interviewees to have a better understanding of what was being asked. Answers would have been
more focused on the topic that was to be understood if the questions were clearer. The interviews
would have had a nicer flow and would have been more focused if the questions would have
There was a question asked about contracts and what should be included in a contract
(Doyle, 2016). Many of the people from the interviews were unsure how to answer the question
because it was so broad. Every contract will be different for the planning of the fashion show.
This was a question many of the people could not give a specific answer for. Although general
ideas for contracts are helpful, they were not able to go into depth with specific contracts for
Another question was difficult for the interviewees pertained to the set of the stage and
the screens. The question was choppy, and it was challenging for the individuals being
interviewed to provide a clear answer. They needed to have more of an explanation that was
provided in order to get the proper response. This had to be done each time by the interviewers.
Only some of the interviewees had attended the Cazenovia College fashion show at The
Landmark Theater in Syracuse, New York. The interviewer had to paint a picture for the
interviewee to have an image of the set and where the screens were placed in order to have a
If the interviewees never planned an event before, they were unable to answer some of
the strategic event planning questions thoroughly (Harrison, 1995). Although it was important to
ask if they have had any experience in planning events, there should have been a follow up
question in place if their answer was no. This was also important for the question that involved
details for how to sponsor an event. Participant A and participant F had never planned an event
that involved sponsorship. There were other individuals that were interviewed that did not have
experience with sponsorship, but they answered the question based on other experiences with
event planning.
Conclusion
This qualitative research allowed the researchers to see what should be the main focuses
for the Cazenovia College fashion show that will take place in April. The individuals that were
interviewed had a lot of fresh ideas for the fashion show merchandise that should be sold at the
show such as students garments, scarves made by the students, and tote bags with the shows
theme logo on it. The fashion department has struggled with increasing revenue from the fashion
show merchandise, and these suggestions could make a difference. While conducting this
CAZENOVIA COLLEGE 2017 FASHION SHOW 7
research, the researchers notice that the most important advice that the individuals that were
interviewed gave was to have more of a presence on social media, good communication among
the teams, and be organized in order for the event to be successful. The researchers are now
aware of the importance of branding the Cazenovia College fashion department as well as the
fashion show.
The qualitative data that was collected by conducting interviews by the researchers has
given the researchers a clear idea of the directions that the fashion show must go in order for the
revenue and attendance to increase. The researchers were able to find common themes from the
qualitative data. The researchers will use these common themes to improve the show by applying
the information and advice that was provided by those that were interviewed. The qualitative
data is a useful tool that will be utilized and referred to for the planning that is to come for the
Cazenovia College fashion show event that takes place on April 29, 2017.
Reference
Broom, A. (2005). Using qualitative interviews in CAM research: A guide to study design, data
Harrison, E. F. (1995). Strategic planning maturities. Management Decision, 33(2), 48. Retrieved
from http://search.proquest.com/docview/212088889?accountid=26712
Mohr, I. (2013). The impact of social media on the fashion industry. The Journal of Applied
http://search.proquest.com/docview/1503076781?accountid=26712
CAZENOVIA COLLEGE 2017 FASHION SHOW 8
accountid=26712
Textiles, apparel design and merchandising students plan "luminous," student fashion show
textiles, apparel design and merchandising students plan "luminous," student fashion
http://search.proquest.com/docview/1676494709?accountid=26712