We can say about the unique features of the show as a specific type of marketing communications in the fashion business – namely, about synergistic effect of a fashion show, which enhances the brand's design concept. Only after showing the new collection are a massive advertising campaign aimed at informing and replication new fashion images. Activation of personal selling is occurring in the period following the show, when the collection is displayed in the store. The main event for sales promotion (the most widely used method in fashion business) – seasonal discounts (sale) – also starts during the off-season, when the island faces the problem of the current collection selling in anticipation of the new fashion season. PR-actions are planned in such a way as to sustain interest in itself collection, the designer of the period after the show and during the first week sales of a new collection to maintain consumer interest in the product. 2.

The second most important advertising tool for marketing communications design brand is advertising. In fashion marketing, advertising performs the classic role of non-personalized communication. The effect of seasonality, always present in feshnbiznese, transience and constant change in fashion education, demand from the fashion ads in the first place to provide information function to report the emergence of a new collection, the main fashion trends and ways of the season. The successful development of designer brand must have clearly articulated identity and individuality, are created by using images that are an integral part of advertising campaigns.