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FPRF Fashion PR, Marketing & Social Media News for the Week of April, 13 2015

Instagram Post Notifications, Hiring a PR Firm & Hashtags to Change the World

  • To hire a PR firm or not to hire a PR firm. That is the question so many brands have, and is once and for all getting answered. (via Spin Sucks)
  • How a simple hashtag can make a huge change in the fashion industry. (via the Guardian)
  • What John Oliver can teach us all about marketing. (via B Think Forward)
  • If you haven’t already, you need to watch Dior and I. And while you’re at it, grab some popcorn and check out these other fashion docs, too! (via Black Book)
  • Another win for e-commerce might be around the corner with click to shop ads coming to Instagram sooner than we think. (via AdWeek)
  • J.Crew may have some problems, but it may not be because of Jenna Lyons. (via Yahoo Style)
  • Magazines are getting quite popular on  social media. Which do you follow? (via Racked)
  • Refinery29 is expanding to cover more than just your fashion and beauty news. (via Digiday)
  • Instagram is on a role! How brands can take advantage of the app’s new post notification feature. Have you used them? (via Social Media Week)

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Photo Credit: newbornpuppet

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Increase wholesale orders at top fashion retailers with these tips SOLD: PR Couture Buyer Series

Make it Easy for Fashion Buyers to Love You with a Clear, Core Offering

This is an excerpt from SOLD: The PR Couture Fashion Buyer Guide, which comes complimentary with the purchase of our Fashion Buyer Guide. The e-guide features tips gleaned from a conversation with a buyer at a top specialty retailer. 

Have you ever heard the saying, “be great at one thing rather than mediocre at many?" Well it couldn’t be truer in retail. Brands that find success in department stores, boutiques and specialty stores have a core offering; a selection of pieces that buyers and customers come to depend upon season after season. These brands build a following by consistently offering the foundation pieces, while expanding each season to include new options that reinvent or reinterpret them.

The goal is to be consistent enough with your fashion line so that you build loyalty and offer stability, but creative enough to keep things fresh and exciting.

Because that loyalty takes time to build, emerging designers often shift focus from their core collection to new offerings in an attempt to attract more interest. For example, during first quarter they introduce themselves as jewelry designers, come second quarter they’ve added scarfs, and by fourth quarter handbags are coming down the pike.

Slow down. Allow a retailer (and yourself) the opportunity to gain notoriety for one category before you start adding others.

Charlotte shared, “I reviewed a jewelry brand last month with 121 pieces actively available for purchase. That’s a lot to absorb for anyone, retailer and consumer alike.” Before you reach out, make sure to correct imbalances in any area or risk appearing creatively zealous and disorganized.

And that risk is extended to brands with limited sku’s as well. Create balance by offering an even spread among your line so the consumer can build looks within the collection and not be tempted to shop elsewhere. When a buyer accepts your line, it can be at the expense of another brand’s space, so look to supply more than a handful of pieces. If you are a jewelry designer, don’t send us 5 pairs of earrings and a necklace. If you design clothing, 4 dresses and a top will not cut it. Generally speaking, regardless of product category, aim for 12-15 pieces before reaching out to a buyer.

Of course, while this holds true for seasonal collections there are the exceptions to this rule which are capsule, holiday or resort injections which can be 5-7 pieces.

PS: Be your own sales force! Our Fashion Buyer Contact List grants you instant access to buyers at more than 175 domestic retailers (and 10 international retailers), including multi-level buyer contact information for all major department stores. Stop wasting time researching and start pitching your line!

Photo credit: Made Gold

Meet Crosby Noricks

Hi. I'm Crosby, Founder of PR Couture, Fashion Brand Strategist and PR Girl Mentor. 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 Elixir sessions or shoot me a note.