Front Row Fashion PR features insights from successful Fashion PR pro’s on a variety of topics relevant to the marketing professional and fashion designer.
Celebrity outreach can be important component of designer outreach, after all, no one can deny the power of celebrity to send yoga pants, red string bracelets and moccasins flying off the shelves!
Jen Cullen dressing a Model
With the Emmy’s right around the corner, Jen Cullen, Senior Account Executive for the California-based luxury, jewelry and fashion marketing and brand communications agency, Luxury Brand Group is here to raise the curtain and provide insider tips to land your brand on the red-carpet. And she knows of what she speaks! Working alongside the Luxury Brand Group’s CEO & President, Frank Proctor, Jen has spent the last few years handling public relations, celebrity placement, marketing, special events, advertising, media planning and buying for the firm’s various clients. She has been able to secure outstanding product placements and editorial features as well as countless products on celebrities like Rihanna, Hilary Swank, Rachel Bilson, Leighton Meester, Natasha Bedingfield, Vivica A. Fox and Sharon Obsourne to name just a few!
How does the Celebrity placement process work?
The celebrity placement process involves a few things: hard work, the right timing, the right product, the right connections and good old-fashioned luck.
There are many ways to approach celebrity placement opportunities, but the main thing is forming relationships with celebrity handlers. Celebrities have many handlers or gatekeepers, as I like to call them. Celebs typically have at least one personal assistant, a manager, publicist, agent and style teams for wardrobe, hair and makeup. I constantly reach out to stylists and publicists on behalf of the designers, manufacturers and retailers Luxury Brand Group represents.
How do I get celebrites to wear my product?
Prior to an event or awards ceremony, key celebrity stylists contact me with requests. When a stylist is choosing wardrobe for a celebrity, they start-out by selecting the dress and the overall style and then they consider the accessories. Most stylists pull several garment racks full of options, and the celeb usually decides the final selection a few days before and even the day of the event. The stylist has to pull accessories, shoes, purses and jewelry for all wardrobe options.
It is quite the process for the stylist, so when requests come in, I work very quickly, often with a day or two notice. If any designs are chosen, the merchandise is arranged to be delivered to the stylist. After that, I cross my fingers and toes that pieces are worn. Many times the pieces are worn and other times, they are not. There is never a guarantee until you see it!
Demi Lovato in Michael M
How can I develop relationships with celebrities and their stylists?
A designer or brand can develop relationships with celebrities by connecting with a celeb’s stylist, publicist or handlers. This requires research, networking, cold calls and constantly delivering what they need, when they need it. With so many designers and brands vying for a celeb’s attention, forming relationships with these key contacts is no easy feat.
As a result, many designers and brands hire product placement and publicity agencies. The advantage of hiring a PR agency like LBG is that we have solidified relationships with celebrities and their handlers. In addition, most PR companies represent multiple clients, making it much easier for a stylist to request product.
How do I make sure nothing gets broken or stolen? Who’s responsible if something goes wrong?
How does a publicist or designer ensure the safety of their merchandise when they are loaned out? The safety of merchandise is a very important factor that must be considered before a designer or brand loans merchandise. Merchandise can be lost, stolen or damaged so proper precautions must be taken in the event that something occurs. I strongly recommend the designer or brand have some type of company insurance policy for lost or damaged merchandise. I also advise designers, brands and other agencies only to loan merchandise to trusted stylists that provide either insurance, a letter of responsibility or a credit card while the merchandise is in their procession.
A few examples of questions I ask before I loan merchandise include:
- Where will the merchandise be kept?
- When will it be returned?
- Who will take responsibility for the merchandise while it’s in your possession?
Once a celebrity wears my stuff, I’m good as gold, right?
Celebrities are major style influencers and often spawn trends that store buyers acquire, and consumers ultimately purchase. Celeb fashion articles are staples in nearly all fashion, lifestyle and consumer publications. If you pick up any weekly tabloid-style magazine, they are filled with stories like ‘Who Wore it Best,’ ‘Celeb Style Reports,’ ‘Looks for Less,’ and so many others. Consumers look to celebrities to find the hippest brands, designers and trends to add to their personal wardrobe.
That said, a lot of designers I’ve met through the years think if Cameron Diaz or Jennifer Aniston wears their design, their brand will automatically become the next big thing. The reality is the likelihood of a small, unknown designer being worn by top-tier celebs is extremely tough and uncommon, but not unheard of. Celeb placements do not necessarily guarantee sales, they are just one touch-point to the brand’s overall PR & marketing program. There are fashion/jewelry/accessory brands that tend to only focus on specific areas, such as celeb placements. It may bring some heightened brand awareness and initial sales success; however celeb placements do not sustain a brand.
When it comes to the marketing mix (Public Relations, Product Placement, Branding, Advertising, Marketing, Social Media, etc.), it is important to have a solid presence in each category.
Many designs that make it on the red-carpet may never sell, but they are so interesting and fashion-forward the celeb will “rock it” on the carpet. It’s the same concept as the runway vs. ready-to-wear. A one-of-kind, avant garde runway garment may never sell, but it will be loaned to fashion magazines and celebs because it is unique and interesting. Fashion designers take their over-the-top runway collections and create toned-down versions of the garments for the average consumer. Designers should definitely focus efforts on selling collections their retailers or customers actually purchase, but create some interesting one-of-a-kind pieces used for PR and creative expression.
What should I do once celebrity is spotted wearing my design?
At LBG, when a celebrity sports a designer or brand we “PR the PR.” The phrase “PR the PR” simply means we make sure the placement is posted on our client’s website, blog, Facebook, twitter, etc. I alert all media especially publications like, People, US Weekly, In Touch or OK magazine, which often feature celebrity photos online and in print. Lastly, the designer sends pictures to their customers or retailers, as well. “PRing the PR” is just as important as garnering the placement.
Final thoughts on celebrity placements?
The celebrity product placement game is definitely a process that comes with many pitfalls and dead-ends because many things must work together in order for a placement to occur. There are definite risks involved and there are never guarantees. On the upside, it is very rewarding for a designer when their piece is worn by a star and usually generates a lot of brand exposure and excitement.
Jen Cullen can be reached at Jen[at]luxbrandgroup.com
Follow LBG on Twitter @LuxuryBrandPR
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