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Show Me Your Mumu: How Social Media is Making an Old Mu New A PR Couture Guest Article by Mary Kathryn Woods

Show Me Your Mumu: How Social Media is Making an Old Mu New

Clothing line Show Me Your MuMu is successfully showing its “MuMu” to the world. Show Me Your MuMu reinvented the “muumuu” and entered the fashion world as a fresh, fun and more hipster Lilly Pulitzer. Through its thorough branding efforts, the clothing line is selling more than just flowing, flowery outfits — it’s selling a lifestyle.

By definition, branding is the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. According to Entrepreneur “Your brand is derived from who you are, who you want to be and who people perceive you to be.” Cologne Schmidt and Cammy Herbert, the entrepreneurs and designers behind Show Me Your MuMu, went above and beyond to distinguish their line by fashioning a “Whole MU World.”

Show Me Your MuMu defines its brand in its mission statement: “MuMu is not simply a garment, it is a lifestyle. Spontaneous. Fun. Easy going. Unique. Versatile. Imaginative. Well-traveled. Make-believe. Gold, silver, and bronze worn together. Feathers and jewels. Explorers and inventors. It all encompasses the mumu, and a way of life.”

Ultimately, Schmidt and Herbert succeeded in branding Show Me Your MuMu because they understood their target audience — women just like them. From the clothes themselves to its “Social Mu-dia,” Show Me Your MuMu consistently embodies its unique brand in all that it does.

Meet the MuMu

Traditionally, a muumuu is a loose-hanging, brightly colored or patterned dress worn by Hawaiian women. Schmidt and Herbert were vacationing in Miami when they saw a need for a new and improved muumuu. The reinvented mumu “needed to be baggy and short, flattering and girly, but not so much as to swallow you whole.” The women dreamed of an effortlessly chic and versatile staple that could be worn anywhere and everywhere, and that’s just what they designed. Now, the clothing line is recognized by its bold, colorful prints. From bohemian to nautical, Show Me Your MuMu has a print to fit every woman’s style.

Speaking MuMu

Show Me Your MuMu ingeniously integrates its brand name into its promotional language. For instance, the clothing line’s social media tab on its website is labeled “Social Mu-dia” and its YouTube channel is titled “Show Me Your MuTube.” Using these play on words is a clever way of reemphasizing the brand name.

Social Mu-dia

Show Me Your MuMu uses “Social Mu-dia” to promote and share the story behind the clothes. Its social media presence encourages customer engagement and loyalty. An example is Show Me Your MuMu promotes a “MuMu Monday Giveaway” on Instagram. The competition encourages followers to share a photograph of themselves adorned in their favorite MuMu outfit for a chance to win goodies. Additionally, the brand frequently portrays its passion for travel and adventure in its Instagram posts by using #mumutravels.

Likewise, Show Me Your MuMu uses its Show Me Your MuTube channel to share photo-shoot footage and showcase its latest collection. The most recent videos are titled Sweet Home Amurica, Mumu Canyon, Mufari and A Whole Mu World. By featuring fun-loving, fashionable women enjoying the styles of Show Me Your MuMu, instead of your typical super model, the MuTube videos visually reflect the brand’s mission statement.

The line also uses Pinterest, and Tumblr to share styling ideas with its followers. The Show Me Your MuMu Pinterest page flaunts a collection of boards dedicated to the lifestyle of the brand. A few of my favorite board titles include “Festival Stylin,” “Printspriation,” and “Just Landed.”

Show Me Your MuMu hasn’t been around for long, but fashion-loving women from all over are buying into the inspirational MuMu lifestyle one mumu at a time.

About Mary Kathryn Woods

Mary Kathryn is a writer and editor for Platform Online Magazine, The University of Alabama's student-run online publication funded by the Plank Center for Leadership and Public Relations. Mary Kathryn is a senior at The University of Alabama pursuing a bachelor’s degree in public relations with a minor in general business. She also works on the media relations committee for Capstone Agency, UA’s student-run integrated communications firm. Connect with Mary Kathryn on Twitter.


Photo Credit: Show Me Your MuMu

Fashion leaders on living like a boss A PR Couture Guest Article by Jen Lawrence

6 Ways to Live Like a (PR Girl) Boss

As Annie Lennox and Aretha Franklin predicted back in 1985, sisters are doing it for themselves. Women are Leaning In and Thriving, becoming #GIRLBOSSes and #BOSSBABEs at an unprecedented rate. We’ve pulled together the best advice from women leaders in the fashion space to help you run both your work life and your personal life like a boss.

Have a vision

All good companies have a guiding vision on which they base their decisions. Chanel’s vision is “To be the Ultimate House of Luxury, defining style and creating desire, now and forever.” What is your vision for your life? What are your dreams? Do you want to start your own business? Do you want to be fit, happy and healthy? Do you want to take a few years off to have kids? Do you want to travel the globe? Think big. As Tory Burch said in her commencement speech for the entrepreneurship program at Babson College, “If it doesn’t scare you, you’re probably not dreaming big enough.”

Break dream down into smaller steps

Having a great vision is only the first step. You need to figure out realistic steps to move you toward your dreams. As #GIRLBOSS’s Sophia Amoruso writes, “Dream big all you want, but know that the first step toward those dreams is probably going to be a small one.” Want to go back to school to get a Master’s degree? How are you going to save the money to do that? Can you apply for a scholarship or grant? Want to start your own business? Can you apprentice in someone else’s business first? Would you be content to forego lattes and designer shoes for a decade to finance your start-up? Almost anything is possible if you are willing to do all of the small steps required. Having a great vision is only the first step. You need to figure out realistic steps to move you toward your dreams.

Recognize your strengths

Companies that are successful focus on what they do best. Ralph Lauren sells a lifestyle. Apple creates beautiful devices that are easy to use. Disney owns creative storytelling. Amaruso writes that “True success lies in knowing your weaknesses and playing to your strengths.” What do you do best? Are you a great communicator? Are you a whiz with numbers? Are you charming? Does your openness and honesty draw people in? The key to success lies in identifying what you are good at doing and doing that a lot.

Enlist help

Rarely can we get everything we want on our own. Successful people are masters at enlisting other people to help them work toward their goals. If you want to start your own business, ask a successful entrepreneur if she’d consider mentoring you. If you want to be a better parent, ask someone with functional adult children the secret to her success. Mentors do not have to be formal. As Net-a-Porter’s Natalie Massenet revealed to Financial Times Magazine,

"I don’t have a mentor in the strict definition. I take as much advice and inspiration as I can from the people I am close to. Sometimes, though, I ask myself: “How would Audrey Hepburn handle this?”

The world is full of people who can help you if you are brave enough to ask.

Surround yourself with the best

Yahoo’s Marissa Meyer, in her 2009 commencement speech to the Illinois Institute of Technology, said that a secret to success is to “Find the smartest people you can and surround yourself with them. Working with smart people means that you'll be challenged to do your best. You'll have to strive to keep up with them, and as a result, they will elevate your thinking. When there are better players around you, you get better.” Work with colleagues who challenge you. When signing up for a fitness class, go for one that’s advanced. Find a mentor. Read books by smart women who have been where you want to go. Surround yourself with excellence.

Focus on the experience more than the outcome

Sophia Amoruso writes, “When your goal is to gain experience, perspective, and knowledge, failure is no longer a possibility.” In other words, every experience, good or bad, offers an opportunity to learn and move forward. (Sometime the bad is more valuable. As Kelly Cutrone writes in If You Have To Cry, Go Outside, “sometimes the hardest lessons to learn are the ones your soul needs most.” Good or bad, take things lightly, learn the lesson and move one. Got a promotion? Fabulous! Go for celebratory drinks with the girls, figure out what went right, and then get back to work. Got dumped by a total jerk? Shake it off, as Taylor Swift would counsel, and think about what to do differently next time. As Amoruso writes,

"When you approach everything as if it’s a big fun experiment, then it’s not a big deal if things don’t work out."

Take calculated risks

If you want to live like a boss, you cannot play it safe. Marissa Meyer said, “I always did something I was a little not ready to do. I think that’s how you grow. Take that lateral move to a different department. Say yes to that job overseas. Say yes to that proposal of marriage. Say no to that proposal of marriage. Weigh the pros and the cons and then listen to that small voice inside your head that is telling you what to do even if it’s out of your comfort zone: especially if it is out of your comfort zone. Kelly Cutrone writes, “In breaking away from the familiar and the expected, you'll be forced and privileged to face greater challenges, learn harder lessons, and really get to know yourself.” Have big dreams, break them down into practical steps, surround yourself with good people, play to your strengths, learn from success and failure, and do things that scare you just a bit. You’ll be living like a boss in no time.

Have big dreams, break them down into practical steps, surround yourself with good people, play to your strengths, learn from success and failure, and do things that scare you just a bit. You’ll be living like a boss in no time.

About Jen Lawrence

Jen has been helping organizations improve performance and navigate change since 1994. Prior to joining Process Design Consultants, Lawrence was the Executive Director of a children's museum, a Director within the investment banking arm of a major Canadian bank, and a consultant for one of the "Big Four" consulting firms. She also ran the training and development department for the Canadian subsidiary of a Fortune 500 manufacturing company. Lawrence, who holds an MBA in Finance, has widely written and spoken on lifestyle issues, corporate culture, critical thinking, and strategic planning. She has been interviewed by media outlets including The Toronto Star, Report on Business TV, National Post, and Toronto Life. A resident of Toronto, Lawrence is a proud mother of two children. Engage the Fox: A Business Fable About Thinking Critically and Motivating Your Team is her first book.

Photo Credit: godzax


JANA Public Relations Seeks Miami-Based Fashion and Accessories Intern

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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.