Fashion Camp LA: 6 Digital Fashion PR Trends

The New Rules of Fashion PR – Digital Style

Recap by Tammy Trujillo

1) Whether you are a brand or a blogger, provide tips on your site and actionable recommendations to engage with users and generate buzz.

2) Bloggers are an essential piece to fashion PR these days, but don’t treat them like they are old school with boring pitches and uneventful press releases. Bloggers need to be given a unique experience that can help them create unique and valuable content about your brand. Don’t just ask them to do a review or write up. Give them something to write about that is worthy and interesting, different and unique and fits that blogger’s network of readers and fans.

3) Retailers are becoming publishers and publishers are becoming retailers.

The relationship with your retailer and publications will become more valuable to nurture as both are integrating blogger spotlights and offering ecommerce directly through their own channels. Both H&M and Forever 21 are good examples of how retailers have branched out into publishing and feature bloggers to sell products.  Publications have incorporated popular bloggers in its magazine pages, and Nylon Magazine is working on enhancing its iPad app to include ecommerce purchasing options for items in the magazine.

4) Your relationship with your consumers will become even more valuable as fans are publishing their outfits of your brand online. Other fans like to see how their peers style your brand and has become popular on sites such as Lookbook.nu, Chictopia.com, and Flickr. American Apparel has leveraged this relationship with its online fans and uses consumer influence from Lookbook.nu and made a real look book with real consumers in American Apparel clothes.

5) Think globally, act locally. While your brand is a global entity, consumers like and need personalization. That’s where local PR and local marketing comes into play. Adidas’ Facebook Page is all things Adidas, but has a geographic factor. On the application tab, fans can tailor Adidas news to their specific geographic location by city allowing them to access personal local results and get the skinny on local Adidas events and promotions.

6) Don’t be afraid to dabble with fashion films.

PR is about spreading your brand story. Fashion films are another way to tell your brand’s story and express your vision. They don’t have to be a big budget production, just effectively tell and show your brand through film.

What additional trends are you discussing in 2011 planning? Do these resonate with you? Let us know in the comments!