The fashion world is a fast-paced environment, one that is dependent on creating trends that attract and retain the attention of an image-conscious public. Many assume fashion PR is a glamorous gig – you get to work closely with well-known brands, attend the coolest parties and always meet A-list celebrities and designers. Though there can be some amazing perks working in fashion PR, it’s simply not an easy job.
The role of a PR professional in this industry is critical because they put the face of their client’s companies out in the world. This person is responsible for marketing the latest fashions in a creative way, creating a buzz among influential journalists and bloggers. Any individuals leaning towards this industry must understand the following:
Creating a strong brand
A strong brand in this industry is an image that the public can easily identify when they think of your client’s styles and products. Because it is such a competitive industry, if a distinctive brand isn’t created this will definitely mean failure for your client. One must be able to narrow the focus of the styles you are promoting in order to draw out what is unique. This is where all of the other responsibilities in the industry start; the brand must always be front and center.
Understanding social media trends
Social media is giving the fashion industry an extreme makeover. Fashion is worn as a statement, and those who are active on social media use their profiles to illustrate their unique styles through their outfits. For fashion brands, these platforms are a way to show customers new upcoming trends, as they leverage celebrities and successful bloggers to market their products.
For example, Snapchat provides users with a live stream from the runways of well-known brands, such as Michael Kors and Burberry, during New York Fashion Week.
As a PR professional it’s important to be able to come up with innovative social media strategies for your client’s brand, as these networks are giving the public a more intimate look into the behind-the-scene details of the fashion world.
Creating relationships with fashion editors
Being able to work with the editors of fashion magazines is crucial for a PR professional. It’s your job to create long-lasting relationships with not only the editors, but with their writers and photographers as well.
Major fashion magazine teams have the capability of creating the most effective buzz for fashion lines and events. Not every designer’s creations will make it into the pages of major magazines, so it’s important for the PR specialist to be creative and to have continuous interaction with these editors in order to help the client stand out in such a saturated market.
People might expect this job to be purely social and fabulous as shown in television shows and movies, but it takes a lot of hard work and consistency in order to be successful. But for someone who is passionate about all things fashion, it will definitely be an exciting and rewarding adventure.
Written by Neelam Kumar, Account Executive