In the words of Coco Chanel, “every day is a fashion show and the world is a runway”. Whether your brand is a fashion power house or a small boutique, PR can have a great effect on your metaphorical runway to success.
PR, much like a good fashion designer, is vital in the progress of a fashion brand. You wouldn’t design a shoe without a sole and in the case of fashion, PR is the sole. If you want to avoid the dismay of soggy feet it’s wise to invest in PR and, wherever possible, the earlier the better.
So, what can PR do for your brand? Take off your coat, sit back and let’s take a closer look…
One of the main advantages of hiring a PR agency is the key relationships they have with top journalists in the fashion industry. Your average Joe does not have Vogue on speed dial, and cannot easily get a new season’s collection featured in the likes of Elle and Grazia. That’s where PR comes in. Pass us the phone, and within a few short rings we can be speaking to top fashion editors and stylists, letting them know all about your brand’s latest wares.
There’s no need to stop with magazines and newspapers. We all know how bloggers, or should I say influencers, are taking the internet by storm. Once a teenager filming make-up and fashion tutorial in the comfort of her bedroom Zoella, for example, is now sitting comfortably on 11 million YouTube subscribers. Influencers can make an incredible impact on the success of a fashion brand. If an influencer like Zoella promotes your clothing brand on her YouTube channel, then you can guarantee her followers will be flocking to your website to dress themselves in the same style.
Much like journalists, bloggers make up a key part of a PR’s extensive contact list. Whether you have a great budget to work with the biggest bloggers on the scene or are looking to work with upcoming influencers in exchange for product, your PR agency can make it happen. In the last few months Wolfstar has worked with countless bloggers, including the incredible Karine Kong of Bodie and Fou and Jane of My Midlife Fashion.
Reaching your perfect target audience with your brand’s core messages is key in the game of fashion PR. A young and edgy brand might not be a natural fit with the likes of Good Housekeeping but would feel right at home in the pages of Cosmopolitan. Working with a PR agency ensures your product reaches the right hands and sits in the correct pages.
Who can forget Burberry’s brilliant 2013 PR campaign, ‘Burberry Kisses’? Established as a traditional luxury brand, Burberry decided to mix things up and capture the heart of millennials, something which it had not fully managed previously. Teaming up with Google, Burberry launched its Kisses website, which enabled users to send their own virtual kisses to anyone, anywhere across the globe. Not only increasing engagement and awareness amongst a younger audience, the PR campaign gained over 253,000 Google searches and visitors from over 215 cities spent over three and a half minutes on the website.
Not every brand can afford a campaign on the scale of ‘Burberry Kisses’, but it shows that with some PR creativity and know-how, a brand can reach the masses and get your intended message out there.
If you’re a fashion brand, big or small, looking to invest in PR, get in touch with the Wolfstar team on 0113 273 7816. Maybe we could work together to put your brand on the best platforms, give your campaigns the edge and to get your label the recognition it deserves.