9 Different Ways to Pitch One Dress


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You’ve been given the assignment to pitch your client’s latest collection of dresses to the media and are ecstatic at opportunities.  You gather all your product images, descriptions, prices and prepare to flood the emails of all your fashion contacts with your pitch. The dresses are to-die-for and you would bet good money that every single one of your contacts is gonna love them, right? So you send out the pitch and….crickets.

It happens to the best of us.

For every style, taste, desire, price range, and age demographic, there is a fashion media outlet specifically targeted to that reader. Let’s say your client’s collection typically appeals to 20-something budget conscious fashionistas who love vintage clothing, sushi and nail art and the dresses are retro-styled and photographed on 20-something models. Sending over images could be a slam-dunk for a publication like Glamour or Nylon, but if you’re trying to appeal to the likes of More (which is devoted to female readers over 40) or Vogue, (which rarely features vintage-style clothing), you’re going to be out of luck.

Does this mean you should only try pitching a handful of editors and bloggers who fit into your client’s aesthetic? No. Instead, you’ll want to create various versions of your pitch properly suited to your intended audience. Here’s a non-fashion example of marketing at its finest: When Netflix set out to promote their first ever original television show House of Cards, they didn’t just air one trailer hoping to catch the attention of all 40 million of their streaming subscribers. They aired ten, each geared toward a different audience and its past viewing behaviors. One trailer was crafted for political junkies, one for Kevin Spacey fans, another one toward viewers who enjoy watching strong female heroines, etc., etc. The result? Nine Emmy nominations and three Emmy awards. The show was also the first web series to ever win an Emmy, period.

The same analytics can be used when crafting a fashion pitch to the media. Let’s say you’re pitching your client’s brand new cobalt blue fit ’n flare dress. The size range is from XS-4X and it retails for $80. With a simple image of your asset and some creativity, here are several different ways to present this dress:


Revive Your Boring Work Clothes

The bright pop of color in this dress along with its classic yet contemporary cut is not only on-trend this season, it’ll keep you from snoozing in your cubicle. Perfect for a fashion magazine or site that’s geared toward working women like Marie Claire or Refinery29.

The Perfect Budget-Worthy Homecoming Dress

It’s fashionable yet simple, can still be jazzed up with statement necklace. strappy heels and clutch bag, and it’s under $100. Great for a teen magazine or website.

Retro Style for the Modern Woman

The silhouette of a fit ’n flare is similar to a ’50s style swing dress. Add a flirty crinoline underneath this dress along with a polka dot neck scarf and you’re the next Grace Kelly. Look for outlets that show how to style a piece several ways like InStyle and Glamour.

Must-Have Affordable Fashion Pick

Need to be discreet with your wardrobe budget this month? This dress du jour is not only super stylish, its tiny price tag won’t break the bank. “Under $100 Fashion Round Ups” can be found in outlets such as Yahoo! Shine and Allure.

The Most Flattering Bridesmaid Dress They’ll Wear Again

You love the friends and family members you asked to be your bridesmaids. Make sure they still love you after the wedding by letting them wear a dress that’s flattering on all their figures. This is a great pitch for a bridal outlet.

As you can see, once you get going, it’s hard to stop! Here are some more: Best Silhouette for a Curvy Woman; Cobalt Blue-The Season’s Coolest Color; Suitcase Friendly Style-What to Pack on Vacation;The Perfect Dress for Day to Night, and Step Up Your Back-to-School Style.

Depending on the time of year and whether you’re pitching long lead or short lead, there is always more than one way to promote your clients’ products. Editors are extremely busy and receive tons of pitches every day. Learn how to give them exactly what they want for the results you want. You’re not a fashion designer yourself, but being a fashion publicist is still considered one of the most creative jobs in the field!

Dress credit: Dorothy Perkins

Photo Credit: loosingmind


Robin Doyle

Robin Doyle

Charmed PR owner Robin Tolkan-Doyle is a results-driven publicist and writer with more than 20 years experience in the media. She has been featured as a fashion correspondent on KTLA, KABC, eHOW's Style Channel and YouTube's FAWN Network. Prior to working in public relations, Robin sat on the other side of the pitch as a magazine editor and writer. She knows how editors work and what they want. She's also launched two successful fashion and accessories' businesses of her own, so when it comes to aspiring entrepreneurs, she gets them. Totally. (She's also a native Angeleno, born and raised in the San Fernando Valley). Robin also blogs about finding the beauty in life, lipstick and loud children at Beautyologie.com. When she’s not doing all that, she’s a nurturing mom to her two children and three dogs...and living a charmed life.