Source Chicago Vine: Fashion & Style Nightclub Fashion Shows By ChicagoVine.com Tuesday, Oct 4, 2005 @ 3:39PM A model walks the runway at a local nightclub If you frequent bars and clubs at all you can't help but run into a fashion show every now and again. Upscale venues are turning to these "runway presentations" in an effort to capitalize on our nation's hunger for couture and keep their registers ringing. If you think about it, it makes total sense to offer fashion to an already fashionable crowd who's bored with average promotions like drink specials and big name DJs. All over the nation club-based fashion shows have appeared with success because they work well as a marketing tool not only for the venue, but for the designers, boutiques and hair salons who provide the clothes and services for the show. This convergence of marketing, particularly this sort of event-driven marketing, has proven to be very effective. "Having my clothes featured in front of the young audiences of nightclubs is a perfect way to get to my target audience," one local boutique owner said at a recent show. These shows also tend to boost the sales receipts of an increasingly competitive bar and club industry struggling with a recovering economy and higher costs of operation. For example, one local nightclub has almost doubled their nightly income on nights they play host to a fashion show. It's no wonder the phenomenon has spread quickly. "This is the crowd we want to attract," said Todd Fagel, Promotional Director of Chicago Vine. "These shows bring in the hip, sexy, young fashionistas every bar hopes for." Everyone involved cashes in on the allure of sexy models strutting down the runway in the hottest new fashions. Local boutiques even offer discounts to attendees as an incentive and often sell merchandise right on the spot while designers get their name out to a captive audience. However, it's not like those in attendance don't get something out of it either. Getting to see a well-produced fashion show while hanging with their friends at a hot club can be pretty fun and exciting. In fact some attendees might not even have came if not for the fashion show. "Clubs are fun once in awhile," said Jennie Lee, 22, of Schaumburg "I wouldn't go out on a normal Friday night if it wasn't for something special like a fashion show." © Copyright 2005 by Chicago Vine: