2009 October | PR Couture: Fashion PR, Marketing & Social Media

Fashion PR: Highlight Your Experts on a Different Runway

October 20, 2009 2 Comments written by PR Couture

[The following is a guest post by Alyson Ryber. Alyson is the Program Manager at Stalwart Communications, a Pay-on-Performance PR and Marketing agency located in San Diego, Calif. The company works with a variety of organizations including defense, high-tech, consumer, professional services and government. She can be reached at alyson[at]stalwartcom.com or on Twitter @arybar]

jessica Jessica Schroeder, What I Wore, IFB Dress Up, photo by Dustin Fenstermacher

I’ve always been of the belief that spreading the wealth within a company is highly advantageous when it comes to media opportunities. The same holds true in the fashion industry. Designers have an assortment of experts under their belt and they can further their brand and reputation by featuring these assets at fashion-related conferences, seminars and classes. Associations, students and other industry professionals could benefit from the valuable experience these stylists possess, and there are a number of possible venues to consider which I will address.

Showcasing your client’s creative team as industry experts further confirms that their brand encompasses the cream of the crop; and in addition to focusing your PR efforts on the designer’s clothes, aim to showcase the specialists behind the wardrobe. Regardless if your client is a small boutique or a renowned designer, there are sure to be folks at all levels that are qualified and knowledgeable on a variety of fashion issues. But before pitching your client’s team in this manner, be sure to carefully assess the communication skills of the person that you plan to put in the spotlight.

Filed Under: PR Couture, Tips & Strategy Tagged With: Fashion Events, Fashion PR, Media Relations

Fashion PR: Interview with Romanian Fashion Label BURP

October 19, 2009 3 Comments written by PR Couture

[This is a guest post by Adela Chioveanu. Adela is a Romanian marketing student currently studying in Barcelona. Passionate about fashion and marketing, Adela can be reached on Twitter @adela_chioveanu and on her personal blog.]

PLAY BUNNY brooch

Some of you may have never heard of Romania or think that its capital city is Budapest. Well, Romania is a country from the south-east of Europe and its capital is Bucharest. The fashion industry in Romania is in its early stages due to the weak economical development of our country. While big fashion retailers like Inditex (Zara) or Mango entered the market just a few years ago, the Romanian market has exceeded their expectations in terms of revenues and benefits.

The field of fashion marketing doesn’t quite exist in Romania, at least not in a formal way. The big retailers hire normal PR agencies in order to carry out their campaigns, while the small designers take good use of the new developed social media field and promote their pieces through those channels.

Young designers in Romania use social media channels because they are cheap and they also help them to establish a more valuable connection with their customers. For example, I have many Romanian fashion designers as friends on Facebook, and see their latest updates and collection through this social network. Twitter is also gaining in popularity because, if used correctly, it can help you establish a real bond with your customers.

Social media has proven to be the answer for young designers who lack the communication budgets of the big retailers. Fashion marketing online has seen a sharp rise in the last years and even though the penetration rate of the Internet isn’t high in Romania, most people have at least one account on a social network that they use to interact with their friends. The younger Romanian generation is really engaged in social media and since they also represent the core target of small retailers and designers, the use of social networks is a successful, relevant communication channel.

Even though the Romanian economic environment isn’t the best, talented designers in Romania are courageously star. ting to promote their lines locally and online. Independent fashion label BURP is proof that with strong will and a high level of enthusiasm you can transform a hobby into a full-time business.

Filed Under: Uncategorized Tagged With: Fashion PR

The Westfield Style Tour with Project Runway’s Laura Bennett, GOGA

October 18, 2009 2 Comments written by Crosby

I have rarely seen a more successful fashion event in San Diego than Friday night’s VIP Launch party at the UTC mall. Many thanks to Heidi Hageman, President of H2 Public Relations for putting out the San Diego fashion blogger call (yes, there are a few of us!) on Twitter and following up with me to secure attendance.

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The event was beautiful and chic, with lovely tray pass appetizers and some sort of chocolatey mousse thing in a martini glass. There wasn’t the standard press table check in, and the go-t0 PR girls in black with clipboards were nowhere to be found, so I wasn’t able to follow up directly with Heidi for a formal introduction to the celebrities of the evening – Laura Bennett and GOGA from Project Runway. No big deal however, after wandering about a bit, I got my courage up and just plopped down next to Laura and got to it!

8417_1244143936361_1012251961_30775805_625902_n Laura Bennett, Crosby Noricks, photo by Nacole Gray

For a quick update, Laura isn’t designing, but she is writing for The Daily Beast, and working with FOX on a pilot based on her new book, Didn’t I Feed You Yesterday?: A Mother’s Guide to Sanity and Stilettos. We spoke about her continual focus on the Big Idea, and about how the expression or manifestation of the idea may come through – architecture, fashion, or writing - it depends on the best way to carry out and express that idea. In discussing the influence of fashion blogging, Laura said she used to get a kick out of reading negative things about herself, that “the harsher they are the funnier it is,” and admitted a current weakness for Gawker and other gossip blogs. In terms of research, she focuses on Style.com and also enjoys checking out Modelinia – noting that models are really “the ultimate fly on the wall.”

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Modelinia, also a part of the Style Tour, had several mini notebooks set up for attendees to take a quick style questionnaire. After getting my results, I went in to have a one-on-one style consultation with celebrity stylist Laura Solin-Valdina. We had a great time picking out a “date” outfit for me, both being surprised at how much we loved a blue and black striped skirt from the Gap. Laura paired it with gray top with a textured front from The Limited, accessorized it with a braided metal belt worn as a necklace from Charlotte Russe (not online), several sets of bangles, a zipper belt from The Limited that was pretty fanatstic, gray booties from Charles David and a studded shoulder strap purse from Forever 21 (not online). It was a look I could absolutely see myself wearing and best yet, if I go back this weekend, I can grab that skirt at 25% off. Thank you Westfield.

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The night ended with a preview of the Spring 2010 Collcction by GOGA by Gordana who is on the current season of PR and, who just opened a new store here in San Diego on Market St. Gordana had great presence and had me smiling as she as she walked us through the collection, reminding us that “when you are kind, you are already fashionable,” and noting that she must have been a seamstress for a Queen in a past life because of how much she loves silk organza, which she texturizes and dyes. My favorite piece had to be the white strapless gown made of leather flowers – a dress, Gordana explained, was quite the labor of love and not to be replicated any time soon! I also snuck in a quick interview for NBC with fashion blogger and friend Nacole Gray of RichSkinnyPretty for Michelle Guerin of DiscoverSD.

Filed Under: Interviews, News & Events Tagged With: Fashion Events