Archive for the 'Fashion PR' Category

Life’s tough. Get a fedora hat!

We’ve all heard the saying: it’s not always what you know, but who you know. Though this saying may not always be fair, it’s the truth.

 

The job market is fiercely competitive nowadays, especially in the fashion industry. A lot of girls will tell you they want to run around New York City in some $500 Manolos, work for a Chanel, make tons of money and live happily ever after. I’m not going to lie – I’m one of these girls.

 

So what do you do to set yourself apart from the millions of others who have the same dream as you? Well, for starters, it wouldn’t hurt to have the latest Marc Jacobs bag and a killer personality.

 

The fashion PR goddesses at PR Couture wrote a post about this very topic earlier this month titled So You Want a Fashion PR Internship, and stated:

To get started in fashion PR and land that first fashion PR internship, know that you are facing a competitive industry where who you know and a great pair of boots will get you noticed a lot faster than a carefully constructed resume.

Still, there are several things you can do to position yourself in the brightest light possible, at least long enough to secure that internship before being relegated to the back office and sent on seemingly impossible errands on extreme deadlines.

Importance of Networking

This online social media craze has opened countless doors to the Internet networking world. Facebook, MySpace, PR Open Mic and Linked In are just a few options. Twitter is also a good way to introduce yourself and start conversations with other people in the industry.

Then there’s always some good ol’ fashioned face-to-face communication. We PR people know the importance of establishing relationships with other people, especially those who are in the same industry as you.

I think this is why I like public relations. I’m a people person, and I truly enjoy getting to know as many people as possible.

Creativity is Key

The article also states it is important to have a creative portfolio to display your work. And what do you know? It also suggests starting a fashion blog that captures your passion or inspiration for fashion.

I think this “who-you-know-and-how-you-act philosophy” is accurate in any industry, not just fashion. What do you think?

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Mariah Carey fans can be “Luscious Pink” designers

The opportunity bell is ringing for aspiring fashion designers (especially those who like pink!) Mariah Carey has teamed up with Elizabeth Arden and Brickfish, a leading social media advertising network, to launch a design-the-dress campaign in celebration of her new fragrance Luscious Pink.

 

Mariah is reaching out to her fans and encouraging them to go to www.mariahcareybeauty.com  and design a “luscious pink” dress for her to wear. She will pick the design that perfectly captures the essence of Luscious Pink – feminine, sparkling, magical and sensual – and work with a clothing designer to make it come to life.

 

Three dresses will be made – one for Mariah, one for the design winner and one to be auctioned off to benefit the Susan G. Komen breast cancer foundation. Design deadline is Nov. 14, 2008.

 

The PR Buzz

You know Mariah has definitely created buzz about the contest when perezhilton.com and PR Couture are talking about it.

 

Although Mariah is known as one of the best-selling artists of all time, she is also known to go on hiatus every once in awhile. I think this campaign is the perfect way for her to launch her perfume and get her name in circulation again.

 

It’s also a great way for her to reach out to her fans. What says great PR like encouraging a fan to design a dress for a celebrity? I say it’s a win-win PR situation for both the designer and Mariah because the designer gets to show off his/her design on Mariah, and Mariah gets to use this opportunity to create buzz not only about her perfume and herself, but more importantly to raise awarness about breast cancer research.

 

What do you think of the Luscious Pink campaign?

 

Take a look at this interview between Mariah Carey and Diane Sawyer on Good Morning America, and see how Mariah is launching the campaign! (skip to 2:50)

 

Stars shine bright in fashion industry

Nothing screams “Wear me now!” like a black micro-mini dress on Rihanna, a pair of sky-high metallic Christian Louboutins on Christina Aguilera, or even a basic white tank top on Lauren Conrad. The minute I have time, (or an extra few bucks) I run to the mall and find the closest match to my fashion obsession of the day, which usually tends to be shoes.

 

Am I alone in this scavenger hunt? Hardly.

 

According to this article about celebrity product placement, I’m right where the fashion marketers want me. It states there are three different techniques that offer three different levels of control over placement: gifting the talent, product seeding and barter relationships. Let’s take a closer look at each one, focusing on fashion.

 

Gifting the Talent

 

Gifting the talent, a more narrow focus, is when fashion companies give celebrities free gifts as a “thank you” for hosting events, appearing at award shows, etc. Although it’s effective at targeting celebrities, it is hard to measure if they actually use or wear the product.

 

Product Seeding

 

Product seeding, a broader focus, is a better way to widely distribute products to celebrities who are most compelling to a targeted demographic. Creativity and appropriate targeting are key here. It can suffer if a strategy isn’t in place, but it can also skyrocket if clothes, shoes and accessories are given to the right celebrity at the right time.

 

Barter Relationships

 

Barter relationships, one-on-one focuses, are seen as the only way to guarantee performance on the part of the celebrity because in this circumstance, the celebrity agrees in advance to participate in a marketer’s promotional activities in exchange for a valuable product. Most celebrities will agree to be a part of a campaign in exchange for some designer duds.

 

A Best Practices Example

 

Those working for UGG Australia couldn’t have been happier when they saw Jessica Simpson sporting the tall chestnut UGGs during the first season Newlyweds. Although these cozy, sheepskin boots are hardly high-fashion, she started a must-have trend for women of all ages from all parts of the world.

 

 

The PR Perspective 

 

Those outside of the “PR world” will argue public relations and marketing are one in the same – we in the PR industry know better. The gifting the talent, product seeding and barter relationships marketing strategies are dead-on and also proven effective. But they wouldn’t survive without the help of PR professionals and their understanding for one very important thing: relationship building.

 

Communication equals knowledge. Knowledge equals interest. Interest equals involvement. Involvement equals trust. Trust equals a relationship. Public relations professionals must always keep this in mind when targeting a celebrity for product promotion. If celebrities feel comfortable in this kind of relationship, I think most will be ready and willing to participate. What do you think?