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Five Things about Social Media that Fashion PR Often Gets Wrong

I always enjoy reading Apparel Insiders, the online magazine about the contemporary fashion industry founded by former associate publisher of both Sportswear International and Women’s Wear Daily Gus Floris. As such, I was thrilled to contribute an article for their September Issue. I chose to focus on what I find to be common, recurring mistakes made by fashion brands in the social space.


"We could argue until Betsey Johnson retires (never!) about which department should “own” social media — marketing, PR, branding, customer service? (Short answer: like your BFF’s closet, social media was made for sharing). In fashion, however, some of the greatest social media success stories occur when PR is at the helm. A quick glance through Lucky Magazine’s relatively exhaustive list of fashion brands on Twitter shows that in addition to social media darlings DKNY and Oscar PR Girl, Tibi, Elizabeth & James, and Stuart Weitzman all promote a decidedly PR-centric approach to social media. And why not? In-house fashion PR reps are connected to the day-to-day of office goings-on. In the know about everything from upcoming press placements to celebrity dressing, the fashion PR perspective can effectively extend the brand personality into social by providing “behind-the-scenes” content and, by engaging with fans and followers, build long-term rapport and loyalty between brand and consumer.

Yet, for many fashion publicists, their professional background is more pitching media than PPC, more credit checks than custom application development. As a result, the ins and outs of platforms like Facebook and Twitter are often misunderstood and misused. Here are five ways fashion brands are getting it wrong when it comes to social media strategy:"

Read the rest of this article on Apparel Insiders

2 Comments

  • Posted September 10, 2011 at 2:45 pm | Permalink

    Social Media Bandwagon-ing is happening fast & furiously in the fashion realm in the way you list here.
    I’m already dreading all the tweets from Fashion Week and it’s barely started.
    “blurry picture of celebrity”
    “I just got this freebie from @ stylebrand!”
    “@ big fashion house @ famous designer LOVED the show!!! xoxoxo”
    boring.

    Way to call out some issues, Crosby!
    p.s. You can install google analytics into your twitter theme via html.

    -s

  • Posted October 25, 2011 at 7:21 am | Permalink

    Interesting article, since I never come across pitfalls as much as I do about articles touting or mandating the use of social media in fashion. I think its quite relevant to 2011 in particular, as expressed
    in my article on fashion weeks’ use of social media.
    http://sssourabh.wordpress.com/2011/10/21/social-medias-affair-with-fashion-in-real-time/

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Meet Crosby Noricks

Hi. I'm Crosby, the founder of PR Couture and a fashion brand strategist. I care about supporting and celebrating fashion publicists as well as helping companies connect with their audiences in more meaningful ways. Recently, iMedia included me in their annual list of 25 Internet Marketing Leaders and Innovators, along with people from Starbucks, Twitter and Volkswagon, which I think is pretty neat. Like Elle Woods, I am a Gemini-vegetarian (that's about where the similarities end). Let's connect: Check out my full bio, Brand Elixer sessions or shoot me a note.