SUCCARRA Showroom launched in 2006 in NY/Boston as a multi-faceted PR and sales showroom specializing in Fashion and Accessories. As of June, there are now four locations, including Los Angeles, Dallas and Atlanta. Founder Nash Yacoub created SUCCARRA in order to act as a true business partner for designers, helping them to move from producing collections to becoming a true brand.
In this brief Q&A, Nash shares her essential tools for managing multiple locations and a fast-moving media world.
How did you get started in PR? What was your first job?
I was actually a buyer at NEXT, which eventually led me to magazines, and now PR.
What is the mood like in the office? What are you working on right now?
Our mood is casual but determined. We’re always working on multiple projects, whether it be current stories or future angles, there’s always a story to be told.
What are three must-haves essential for your job?
Social media has proven to be a huge part of PR in recent years. Instagram and most recently, Snapchat have been key components to our brand awareness strategies. Additionally, programs like Fashion GPS allow us to track our samples at all times and Cision is helpful in keeping up with media contacts. Lastly, Next Issue is a beneficial subscription to have. It allows you access to pretty much every magazine on your iPad.
Succarra Client Margaret Elizabeth Jewelry
What makes an ideal client for your agency?
Someone who has knowledge of how the industry works, but can also be patient at the beginning.
What is a recent success story you’re proud of?
Because of how successful our NY showroom has been, SUCCARARA has opened three additional showrooms in major markets in less than a year. We opened Dallas in October 2014, Atlanta in January 2015 and most recently, LA in June 2015.
How did you know it was the right time to expand?
We were getting requests from all over the country, and in order to meet those demands and have our designers lines be sustained in those markets, we had to have permanent showrooms there. One challenge is that our Senior Management team can’t be in every showroom everyday, and we like to work closely with our team. If I could be in all the showrooms every week, it would be great.
To that end, we have a Monday meeting with the entire team, and weekly reporting. However, we are in constant communication all the time.
Why is it important to offer both sales and PR services under one roof?
Designers are busy and need a full snapshot of what’s happening with a brand. Doing both the PR and Sales for our brands gives us the ability to speak with 100% certainty on what’s happening with each designer. Whether we’re talking to an editor or buyer, we try and get a clear understanding of what the person is looking for and go from there. Showroom appointments include a full walkthrough, during which we highlighting all brands. Breakfast, lunch or drinks follow, depending of course on the time of day!
We also make it easy for buyers and editors to work with us by offering password-protected areas on our website where we modify the content based on need. As a quick example, buyers and editors are often looking at different price points.
What’s the most important thing you’ve learned since you started working in PR?
That if you’re targeting the right outlet, no really means "not right now".
How do you get the word out about your agency?
What excites you about PR these days?
The growth that happens from turning an idea into a business.