fashion pr
Category: Insight, Ronn Torossian

Effective Tips for Fashion PR

The PR landscape is definitely changing. Brand control is gradually moving from the manufacturer to the individual and digital connectivity is reshaping how businesses reach their audiences. The fashion industry fosters a huge amount of competition. Larger brands have the overwhelming advantage of access to resources and newer brands often have the benefits of fresh perspectives and greater flexibility. To produce significant and measurable results in the fashion industry it would be helpful to follow certain steps as enumerated below.

Perceiving the Landscape

A PR practitioner must not only think in terms of press coverage, but also in terms of building a following for a brand. With advancements in digital technology, fashion trends are changing fast. To stand out brands need to remain relevant and be ready to anticipate trends and influence consumer perception. Popular brands use data to anticipate and react to trends. Hence PR professionals need to access authentic and timely consumer data. The data also has to be put to use quickly before a trend dies out. Brands are expected to constantly renew themselves with innovative and exciting products. It is also important to strike the right balance between novelty and continuity, trendy and iconic products.

Pitch with Credibility

Pitches can be imbued with much needed credibility with the help of ambassadors and social media channels. A pitch should not be generic. If it is generic it might end up getting lost in inboxes or be instantly deleted. Pitches should be eye-catching and relevant. Identify what makes the brand unique and differentiates it from competition. For instance, indicate if the brand includes easy-care fabrics or is relevant to a particular demographic.

Go beyond social media marketing

Other than social media marketing, a brand can resort to different methods. Welcome emails which include discounts have successfully lured customers to websites to make purchases. Tommy Hilfiger’s welcome email makes customers feel that they are part of an exclusive community. They have clean images without any clutter, a discount code and a single call-to-action. Guest posting for websites and writing articles for magazines can also be effective methods.

Helping a brand grow during the pandemic

Fashion brands have been hit hard during the pandemic. The pandemic has been called ‘fashion’s biggest reset’.  However, consumers do not stop shopping during times of crisis. Brands have tried to track the entire customer journey. Personalized marketing tactics also help brands to drive more sales. For instance, jewelry designer Irene Neuwirth’s brand has survived the pandemic as she found ways to engage with potential customers on social media.

Product development

Products and the way they develop have to be innovative so that a brand can stay on top of market trends. Digital showrooms, 3D product viewing and virtual samples are some examples. Zara has successfully used augmented reality to revamp the brand. When people pass Zara’s physical stores, they can scan a code and watch Zara models walk on a virtual runway in various items of clothing which they can purchase online.

The PR landscape is definitely changing. Brand control is gradually moving from the manufacturer to the individual and digital connectivity is reshaping how businesses reach their audiences. The fashion industry fosters a huge amount of competition. Larger brands have the overwhelming advantage of access to resources and newer brands often have the benefits of fresh perspectives and greater flexibility. To produce significant and measurable results in the fashion industry it would be helpful to follow certain steps as enumerated below. Perceiving the Landscape A PR practitioner must not only…