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Fashion & Public Relations
Exploring what lies beyond the runway...
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Victoria's Secret Sorry for Headdress Faux Pas

Victoria's Secret Sorry for Headdress Faux Pas | Fashion & Public Relations | Scoop.it

Victoria’s Secret is a company well known in the fashion industry. As an affordable luxurious brand, the company appeals to millions of consumers around the world. Victoria’s Secret is best known for its lingerie and holds a major fashion show every year to showcase such products. The extravagant show always draws in much attention around the world and in the fashion industry. Some of the top models best known around the world are the faces of Victoria’s Secret and are always present on the runway for this annual show.

 

The most recent Victoria’s Secret fashion show is set to air on CBS on December 4. However, the show has already take place and was recorded on November 8. This year’s show contained a particular outfit that has resulted in some controversy. Victoria’s Secret showcased a Native American headdress during its show, worn by supermodel Karlie Kloss, which has been criticized by many. Critics said that the headdress displayed a lack of cultural sensitivity on the company’s part. It has been said that Victoria’s Secret displayed ignorance of tribal customs and traditions, ultimately leading to numerous people being offended.

 

Victoria’s Secret paid attention to these criticisms and quickly issued a formal apology about the headdress. Through Facebook and Twitter, the company was able to reach their mass audience in order to apologize and make the public aware that the headdress outfit has been removed from the footage. It will not be aired on December 4 with the rest of the show. To further make amends, Kloss even took to her own Twitter account to also apologize to her fans. She said she was very sorry if she offended anyone during the show and that she fully supports Victoria’s Secret’s decision to remove the outfit from the broadcast.

 

After reading this article, I am very happy to see how appropriately Victoria’s Secret handled the entire situation. In crisis situations, most would say that news media “have been responsible carriers of information needed by citizens; most would say they have concentrated on scandals and titillating trivialities that provided public entertainment” (Center et al., pg. 267). However, after receiving so much criticism about the outfit during the show, it was very smart of the company to quickly issue an apology to the public. It was also smart of the company to take the criticism to heart and resolve the issue. The decision to remove the outfit from the broadcast was a good one, and will, therefore, avoid the possibility of offending any more people. I really do believe the outfit was an honest mistake by the company, as in the fashion world sometimes it is difficult to know how people will react to something. Overall, by using social media, Victoria’s Secret handled the entire situation well and ultimately saved their brand’s reputation and image.

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Samantha Bruce's curator insight, February 4, 2013 8:48 AM

What do you think about how Victoria's Secret handled the situation?

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Seriously Unserious About Fashion

Seriously Unserious About Fashion | Fashion & Public Relations | Scoop.it

Most fashion brands run along similar guidelines as far as how the clothes and accessories look and how those products are displayed and showcased to the public. Although each fashion brand does have their own unique style and name, the styles and trends are usually fairly similar. This is where DIS Magazine stands apart from all the rest of the fashion brands and magazines in the world. DIS Magazine serves as a sort of online magazine, and the website takes on a much different feel than the websites for major fashion labels such as Vogue. DIS’s ultimate goal is to simply stand apart from the mainstream fashion editorial sites and to state their own opinions and take on fashion.

 

The five founders of DIS are the only people who actually work for the company. According to Guth and Marsh, “The key to good member communication is maintaining a constant flow of accurate and relevant information. The size and complexity of an organization can complicate this flow” (pg. 61). Just the five founders run the entire website on their own, and have made quite a profound impact in regards to the fashion world. The founders say they are more interested in low-key clothing stores like Burlington Coat Factory, as compared to major fashion brands like Prada. They focus more on “midtown fashion” and what can be found in mass-market department stores. Their mission seems rather serious, but the founders take it on with a sense of unseriousness.

 

DIS looks at fashion in a much different way compared to major fashion designers. They change the concept of the way trends are supposed to look, and add in their own style. Much of their style actually takes on an artistic feel, which is ultimately what has gotten them attention from certain artistic higher ups. Because of the artsy take on fashion, they say many of their images are not sexy, but rather their images bring about options and questions. Much of DIS’s work has contributed more to art, with them even creating a global contest for art students. DIS’s actions and beliefs have certainly changed the view on fashion.

 

Overall, I found this article to be very interesting and definitely made me view fashion differently. I realize now that obviously not everyone will have the same ideas about fashion as the mainstream fashion trends. DIS really does bring about new ideas, and adding the artsy qualities really makes a different, and makes them stand out. The article briefly touched on the issue of fashion public relations and how their work does not always create strong bonds with PR professionals. Since their work is so different than the mainstream, I think PR pros may be worried that the general public might reject DIS’s work.

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Lessons from the Runways: What PR Pros can Learn from New York Fashion Week

Lessons from the Runways: What PR Pros can Learn from New York Fashion Week | Fashion & Public Relations | Scoop.it

Many things can be learned about the fashion industry during New York Fashion Week. But a major aspect of the weeklong event is what can be learned about public relations in the fashion world. As a PR representative for a fashion brand, you’re always trying to keep your brand looking great and maintaining its reputation and positive image. So, naturally, during NY Fashion Week, any PR professional is going to be vying for major media coverage of their client’s brand during runway shows.

 

However, with so many different shows going on at the same time, securing such media coverage can prove quite difficult. Every PR professional for any fashion brand will be battling against each other to get major media outlets to come to their show over another’s. One aspect that helps to get media to come to your brand’s show is which celebrities will be in attendance. Top A-list celebrities always attract the media, but then the issue becomes whether those celebrities will overshadow the fashion show and the represented brand.

 

With such an issue always present, PR professionals must work hard to keep their fashion brand in the eyes of the media. PR plans for fashion shows must be flexible, especially when celebrities may show up to a show unannounced. PR professionals need to have back up plans to make sure all possibilities are covered. At the same time, they must keep the brand’s positive image through the media and maintain good coverage of the runway fashion show. Therefore, PR professionals should make a targeted list of celebrities they want attending their shows since media will follow. They should keep in mind, however, that some celebrities might distract from the brand.

 

Overall, I understand the challenges PR professionals in the fashion industry may face. When it comes to NY Fashion Week, there is a lot to keep in mind when creating a PR plan for a brand’s runway show. I see how a balance must be found between media and celebrities so that your brand still receives positive attention. Obviously, if an A-list celebrity attends your brand’s show, it’s a big deal and the public will associate that with your brand. And that in itself helps obtain a positive image for a brand most often. Working with the media is a very important part of a fashion PR professional’s job. “An important part of the practitioner’s job often is working with the media. This relationships depends on practitioners providing information that newspeople consider to be of public interest” (Center et al., pg. 162). PR professionals should use connections they have with media outlets to get coverage of their shows and keep in mind that loyal and long-standing relationships can go along ways in PR and the fashion world.

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PR Girl Revealed as PR Executive

PR Girl Revealed as PR Executive | Fashion & Public Relations | Scoop.it

Public relations has evolved over the years, and has even taken to new platforms. One such platform is that of social media websites. Facebook and Twitter are used worldwide by millions of people. So why not use these websites to reach out to the public? Twitter has become a very fast growing social media site, which has become well known for its celebrity accounts. However, not only celebrities use Twitter, but major companies as well. Almost any big company has an official Twitter account, and its used to communicate with the public and their consumers. So it is no wonder that public relations has taken to Twitter, and resulted in many PR accounts for fashion companies.

 

One of the biggest fashion Twitter accounts is that of DKNY PR girl. With nearly 380,000 followers, DKNY PR girl keeps the public up to date on fashion insights of the company and many other tidbits about the fashion world in general. However, what has become so interesting about this specific Twitter account is in regards to who it is tweeting from the account. Aliza Licht has been in charge of DKNY’s Twitter profile, but what the public did not know for awhile was that she is actually the senior vice president for global communications at Donna Karan International.

 

Many fashion companies simply have a single employee or intern run their Twitter account, but DKNY’s is actually run by a real publicist who has much experience in the world of fashion and public relations. When social media sites began to get more popular, Licht knew that she should take to the Twitter world. She knew she would be speaking on behalf of the company, but also knew that the public and the company’s fans and consumers would love it. Licht commented that Twitter not only reaches out to the public, but allows for her to make real life connections and relationships with people, especially others in the fashion and PR business.

 

Overall, after reading this article, I understand the importance that social media can play in terms of public relations. It is simply that, a good way to relate with your public and allow them insight into the company you represent. The public likes seeing such insights, and will most often make them more interested in what the company is all about. I really do think it is important for fashion companies to have a Twitter account, or some kind of presence on social media. “Clearly the challenge is to create relationships with journalists and media figures – as with all publics – that will permit them to rely on our organizations when we are the focus of interest” (Center et al., pg. 162). In regards to media relations, social media sites can play an important role, as Licht commented on the matter of building relationships.

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Carly Ethier's curator insight, September 27, 2013 10:52 AM

Social media now plays a very important role in the business industry 

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Dior’s Galliano issues apology as fashion label hires PR firm

Dior’s Galliano issues apology as fashion label hires PR firm | Fashion & Public Relations | Scoop.it

Public relations has become a major part of the fashion industry. And it is not only just for a fashion brand and its company, but its designers as well. John Galliano, a designer for major fashion house Dior, has been fired from the company, and is now entering into rehab. Fortunately, Galliano went to rehab willingly. This is fortunate because it protects his image, and shows his willingness to make right on the mistakes he has made.

 

The reasons behind Galliano losing his job are what make rehab and public relations necessary. Galliano made anti-Semitic comments while in Paris that resulted in much controversy throughout the fashion world. It was not only heard throughout the company of Dior, but beyond that as well. Saying he loves Hitler has driven Dior to fire Galliano and hire the public relations crisis firm Kekst to help diminish the damage to Dior’s reputation.

 

Galliano, however, has issued a formal apology to the public and to anyone who may have been offended. Galliano will most likely face trial since such remarks are punishable by law, meaning he may face up to six months in prison.

 

After reading this short article, I am surprised to hear that anyone would even say such comments. Especially someone who should know just how much their image means to their career. In the fashion world, everyone is always watching, and the smallest mistakes will bring you the biggest attention. I think it was smart of Dior to first, fire Galliano, and then second, hire a PR crisis firm. Obviously many people knew Galliano as a designer for Dior, so the company itself surely took a lot of heat following this issue. Hopefully the PR crisis firm was able to ease some of the damage and restore Dior’s former reputation and image. “The public expects the leaders of trusted organizations to act with total honesty and sensitivity during and after a crisis” (Center et al., pg. 267). Hiring Kekst certainly allowed for Dior to communicate effectively with their public and allow the public insight into the situation and how it is being handled.

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Meet The Blogger Who's Doing Battle With A Fashion Giant

Meet The Blogger Who's Doing Battle With A Fashion Giant | Fashion & Public Relations | Scoop.it

To continue on in the topic of blogging, a case between a blogger named Rachel Kane and the brand Forever 21 popped up once upon a time. It became a legal fight in which the 26-year-old brand manager/copyrighter was asked to take down a blog she had created, called WTForever 21. Kane often sought out Forever 21 as an easy fashion source, in which she often liked to shop. However, when she came across items that she found to be odd for the brand, she showcased those products on her blog, basically criticizing why the items were even included in Forever 21’s store. Kane said it was just a way for her to “chronicle these missteps.”

 

Kane meant for the blog to be good-natured, however, Forever 21 did not see it that way. The company then sent Kane a letter, demanding that she take down the website immediately or they would take action. The action the brand planned to take was to sue Kane for copyright infringement, since Kane was using pictures directly from the Forever 21 website. Ultimately, Kane was surprised by the letter and took it seriously, but she was mad that her blog had been up and running for quite some time before the company ever decided to say a word about it. However, Kane did not want to be pushed around, so she decided to challenge Forever 21 and took to online media outlets to share her story. She received support from her readers and the media, which ended up bringing about the issue of blogger’s rights and fair use.

 

In the end, Kane’s blog remained without any word from Forever 21 once they realized she was not partaking in copyright infringement. Kane commented that the experience ruined her view on Forever 21 as a source of trendy fashion and that she now shops there much less, mainly because of how the company reacted to her blog. She has, however, realized that she truly enjoys blogging and will continue to do so. She also encourages people to create sites where they can use their freedom of speech.

 

I think this case proves to be very interesting, and I am ultimately happy that Kane decided to challenge Forever 21. I can see how Forever 21 would react to a blog like Kane’s, but I don’t understand why they reacted so harshly. People are allowed to exercise their freedom of speech, and she was simply stating her own opinion on the company’s products that she did not like. Not everyone is going to like a company’s products, and they should be free to say what they want about the product. I think this case ended up causing “bad” PR for Forever 21, because I think most people took Kane’s side in this issue. According to Center et al., “The difficulty in trying to pin down ethics in terms of standards or principles of conduct is that there is so little uniformity. Short of what is legal or illegal, determination of what kinds of conduct are acceptable, in various kinds of circumstances, comes down to the individual or the group conscience” (pg. 306). Forever 21 clearly saw Kane’s conduct as inappropriate, and thought she was taking part in an illegal activity, which came down to the company’s group conscience.

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Glamour? Ha! The realities of entertainment and fashion PR

Glamour? Ha! The realities of entertainment and fashion PR | Fashion & Public Relations | Scoop.it

To put it simply, jobs in the entertainment and fashion industry as a public relations practitioner are very much desired. The glamorous qualities of the highly publicized events are the reason so many people want to become a part of the industry in some way. However, many people do not realize how much work that is required in order to survive and be successful in the fashion industry.

 

Some reality shows sometimes skew the perception of fashion PR jobs, making the job look much easier than it really is. In fashion PR, there are high expectations, even for those at a junior level status. There are many realities of being in the fashion PR world, including a keen eye for attention to detail, taking pride in your work and showing it, being able to understand and abide by a strict budget, always having to act professionally at your events, and doing your best to keep calm when client demands are ridiculous. Many people who want to work in this industry have this idea that all it requires is looking good and knowing how to party in order to be successful. But that could not be farther from the truth—it requires so much more than that.

 

Long hours of wearying work are required in order to be successful as a fashion PR practitioner. Many times, fashion PR pros need to be aware that they will be expected to work long, crazy hours, and sometimes even work on the weekends. Some other tasks that entry-level PR practitioners for the fashion industry will be expected to carry out include staring at a computer screen monitoring news stories on clients, making numerous phone calls for varying reasons, booking and confirming car services and hotel reservations, conducting dozens of site inspections of venues, and stuffing hundreds to thousands of gift bags, just to name a few. However, at the end of the day, when your work is completed and leads to great results, the accomplishment and excitement you feel makes all the hard work worth it.

 

Overall, I found this to be a great article that really touches upon the importance of the work that goes into a fashion PR job and how much work the job really requires. I liked that the article provided lists of specific tasks entry-level PR practitioners would very likely be expected to perform. It even gave me a better idea of what kind of work I would be doing, since this is the sort of work I would like to get into after college. I agree that the job requires much more than just looking good and knowing how to party, simply because in this job, at least while you are working, you would not be partying, but rather doing your job and making sure everyone else is enjoying the party.

 

As a PR practitioner in this industry, you are often trying to get the media’s attention of your event. This idea made me think of media relations. According to Guth and Marsh, “As practitioners engage in the critical thinking necessary for developing effective media relations strategies, one thought should come first: In many ways, journalists are no different from any other target public” (pg. 114). I think this shows that it’s a good idea to think of the media as one of your target audiences, in order to help get the media interested in your events, further providing media coverage of the event. This article also allowed a better understanding of simple tasks that I had not really thought of before, like the idea of having a strict budget to follow. In the end, however, I still know that this is the kind of job I would like to do in the future and know that I would work very hard at it in order to become successful.

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PR guru to have her own reality TV show

PR guru to have her own reality TV show | Fashion & Public Relations | Scoop.it

A new television series on Bravo focuses on a major fashion public relations professional and her company. The series, called “Kell on Earth,” stars Kelly Cutrone, the founder of the PR firm People’s Revolution. The show gives viewers an inside look of the fashion world and Cutrone’s role in it. Cutrone has a reputation of being very intimidating, but has a high credibility in regards to fashion. The show delves into Cutrone’s life, allowing viewers a taste of what it takes to run a fashion PR company, and how to balance her work and personal life.

 

Cutrone’s work is rather time consuming and fast paced. She runs her successful company and plays a huge role in Fashion Weeks in both New York and London. With the tough economic climate and being in charge of organizing fashions shows all around the world, Cutrone’s job is no easy feat. Yet, the notable fashion PR pro still finds time for her personal life. Cutrone is a single mother to her daughter Ava, and is also working on writing her first book “If You Have To Cry, Go Outside.”

 

In the show, Kelly’s four assistants and business partners make a regular appearance. Robyn Berkley is a partner at People’s Revolution who actually lives on the fifth floor in the firm’s building. Cutrone is very fond of Berkley and refers to her lovingly as her wife or sister. Next, there is Emily Bunghert, who is another partner and a publicist. Bunghert helps guide the company towards its successes and is very assertive in her work. Stefanie Skinner was Cutrone’s former assistant, but has since received a promotion to Junior Executive, and is one of Cutrone’s most beloved employees. She struggles with balancing her work and personal life, but she is very dedicated to her job. Lastly, there is Andrew Mukamal, Cutrone’s new assistant. He has a large knowledge and love for fashion, but none really for PR. However, he still proves a valuable asset to People’s Revolution and he knows working there will help him towards his goal of becoming a fashion stylist.

 

Overall, I think this show is a great idea and will really help showcase the world of PR. People’s Revolution is a very successful and well-known company, and having a show of it could be beneficial to those thinking of going into fashion PR. It would provide a detailed look into all the work that goes into the profession. Another reason the show is a great idea is for People’s Revolution itself and for their clients. As stated by Center et al. in the chapter regarding consumer relations, “As “social networking” or “buzz marketing” continues to grow, the reputation of a company and its brands will play an even greater role in the word-of-mouth communication around products and services” (pg. 134). That being said, a television show will provide great publicity and marketing for the company, possibly bringing in more clients.

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What Luxury Brands Should Learn From Dolce & Gabbana's Hong Kong PR Disaster

What Luxury Brands Should Learn From Dolce & Gabbana's Hong Kong PR Disaster | Fashion & Public Relations | Scoop.it

The Dolce and Gabbana case that occurred in Hong Kong is one PR practitioners should particularly note, especially those dealing with fashion PR. When a new Dolce and Gabbana (D&G) store opened up in Tsim Sha Tsui of Hong Kong, locals flocked to the area in hopes of getting some photos outside the store. However, security guards intervened the locals and warned them to not take any pictures. Security even went so far as to threaten to break cameras.

The issue was that D&G only wanted mainland Chinese or foreign tourists taking photos outside the store. The locals were offended and felt that D&G was discriminating against them. In their anger, the locals took to social media platforms, mainly Facebook, to speak out against the high fashion brand. The locals demanded for an apology from D&G, or were even wanting the company to leave Hong Kong altogether. The activity through Facebook expanded beyond just those in Hong Kong. It became a global scandal that many people became aware of and upset about.

With all the social media attention, you would think D&G would simply issue a formal apology and try to be done with the problem. However, D&G only issued a short statement, rather than an apology, which did nothing to appease the anger of the protestors. The silence from D&G from the beginning of the issue, and even past their pointless statement, only made the situation worse. The main concern with this case was that the brand failed to get out a quick, formal apology. This case serves as a valuable example for other luxury brands in Hong Kong. Since Hong Kong has more open press and Internet use than mainland China, PR issues like this have the ability to spread more quickly and more globally.

After reading this article, I just do not understand D&G’s reasoning behind their problem with the locals taking pictures. Do they not get that it really does affect their image? A comment was even made in the article about how D&G should consider it a compliment that so many people want to take photos outside of the store. People take pictures because they like the products. Even beyond that, if D&G had just issued a formal apology quickly, they could have avoided this bad PR scandal that ultimately made the company look bad. I think, when it comes to situations like this, it is very important for companies to keep their image and mind, and to reflect often on what their current image is to the public. This case definitely emphasizes the importance of that, and to remember that the public will use whatever means necessary to make sure everyone knows about something bad associated with a company.

This case with D&G also touches on crisis communication in the PR world. According to Center et al., “Some crises develop over a period of time—days, weeks, or even months. Nevertheless, these events are just as much a crises as those that are fast-breaking. But the consequences for managing a crisis are intensified when the situation drags out. It any case, the public expects the leaders of trusted organizations to act with total honesty and sensitivity during and after a crisis” (pg. 266). Although the D&G case was not quite instant, and it developed over time through the use of Facebook and protesting, it is still considered a crisis. The situation was also made worse since it was dragged out and D&G did not issue an apology.

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Seven don’ts for PR fashion: Do as they say, not as they do

Seven don’ts for PR fashion: Do as they say, not as they do | Fashion & Public Relations | Scoop.it

To go along with the five tips for scoring an editorial spot in a major fashion magazine, I have found this useful article, also by Polina Raygorodskaya, that contains seven general tips for public relations professionals in the fashion industry. The first tip discusses avoiding mass pitching and the importance of not wasting a reporter or editor’s time. I feel this is important because you do not want to have editors on your bad side as a PR professional in the fashion industry, especially when it comes to business-to-business relations. As stated by Guth and Marsh, “Business-to-business relations in the mangement of relationships with businesses that have resources that your business needs to achieve its goals” (pg. 191). Also, you would not want people to waste your time, so respect other people’s time as well.

Raygorodskaya’s second tip is to not send untargeted pitches. I think this one goes along with the first tip about not wasting editor’s time. It’s important to do research and know what target audiences a certain fashion magazine aims towards, that way your pitch will make sense for the magazine you are pitching to and their targeted audience. A few of the other tips include responding quickly, not fibbing, and not overwriting. These all make sense and seem very important to remember as a PR professional in the fashion industry. Responding quickly is a must in almost any profession. It allows for good communication in a company or between clients, which is often the case in fashion PR. Not fibbing is another tip that is important in most professions. If you don’t know something, simply do your research. In the fashion industry, reporters and editors do research on the subject matter they’re working on, so any PR person in the industry should do their research, too.

Raygorodskaya also talks about avoiding overwriting when it comes to pitches and press releases in the fashion industry. I think this is crucial in the fact that sometimes “less is more.” It’s imperative to only send out pitches or press releases that contain important content and that are the appropriate length. The last two tips the author discusses are to not be dull and to not be negative. Both of these seem very important, in my opinion, especially in the fashion industry. Fashion is all about creativity and new ideas and is important in the evolution of the fashion world. Avoiding negativity is also crucial because it is important to maintain good relationships and it helps to keep one’s own reputation positive. All in all, Raygorodskaya’s seven tips for fashion PR prove useful and important to bear in mind for any PR professional.

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Fashion's Digital Future

Fashion's Digital Future | Fashion & Public Relations | Scoop.it

The fashion world has been around for numerous years, and will most likely never go away. It is always changing, with new ideas and trends coming into play, along with old ones making their way back in. So it is no surprise that with all the technology in today’s world that fashion indeed has a digital future.

 

The annual Teen Vogue Fashion University event shed some light on just how the digital age has already and will continue to influence fashion and careers in fashion. Hundreds of students got an inside look during this event and received advice from top designers like Michael Kors and Alexander Wang. Teen Vogue’s magazine editor was also there, along with other professionals who work in fashion and retail public relations.

 

The biggest question asked by the students was in regards to what editors and designers look for in an intern. This is where a student’s motivation, determination, body language, and communication skills play a crucial role. Another major topic was that of social media sites and how to approach and manage them. As many of the students at the event have their own blogs, they were curious as to how to gain more attention and exposure to their sites. In response, the professionals discussed how they monitored and managed their brand’s online image, along with how to handle social media mishaps. However, they did tell the students to make their work original and keep doing that.

 

Despite the age of digital media, the one thing that has not changed is the need for experience. I completely agree with this, because experience is always stressed in a huge industry such as fashion and public relations. This is why internships are so important and students need to be aware of it. Networking and creating and building relationships can also be a key factor of getting an internship and the experience students need. “A close and friendly working relationship is relatively easy between small or local organizations and the community, trade, or professional media” (Center et al., pg. 162). So students can possibly work with the media in their local communities in order to look for internships, or even something to gain exposure to their blog or other website. In addition, with all the accessibility of online information, students should always be knowledgeable of the company they would like to intern for. Overall, with the digital age strong and present in today’s world, students should take advantage of the technology we have and use it to better their experiences and future career.

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PR Tips for Scoring Major Editorial Coverage

PR Tips for Scoring Major Editorial Coverage | Fashion & Public Relations | Scoop.it

Attaining editorial placement in a major fashion magazine is discussed in this article. Five tips are laid out to help advertisers have a better chance at getting the editorial placement they desire. Polina Raygorodskaya’s tips include planning pitches, face-to-face meetings, product placement, circulation, and time versus money. Editorial calendars are a huge part of the magazine world. They allow advertisers to be aware of when a magazine will be writing about certain stories or doing a specific themed issue. This provides advertisers with a basis in which to better plan their pitches, which ultimately makes editors happy. Networking plays a huge role in public relations. Raygorodskaya touches on this factor in saying that face-to-face meetings are important when trying to attain an editorial spot in a top fashion magazine. By attending the same events as editors, advertisers have a better chance at meeting and conversing with these editors, which makes the advertiser more familiar to the editor.

 

Another tip for advertisers is for them to get their product out into the public eye. Through use of product placement, editors are more likely to know an advertisers product before a pitch is even presented. Product placement in certain shows or events gives advertisers a benefit when pitching to an editor. Raygorodskaya also points out the importance of circulation in regards to where advertisers try to attain editorial placement. Advertisers should not expect to be in every fashion magazine there is out there, but they should certainly pitch to numerous magazines in which their advertisements will reach the targeted audience.

 

Lastly, time versus money is always important in public relations. Advertisers trying to attain editorial placement in a top fashion magazine most often have to spend a good amount of time to work on getting that placement. However, if the spot is achieved, the money will make up for the time. I believe that all five of these tips are important and crucial when it comes to trying to get an editorial spot in a top fashion magazine. Networking is most definitely a huge key step for any public relations practitioner, and is a tool that I, as a public relations student, have already put a good amount of time into. Knowing the editorial calendar also seems to be very important. According to Guth and Marsh, “Through formal and informal research methods, practitioners gather data on the client, the environment in which it operates, and its stakeholders” (pg. 3). This quote by Guth and Marsh defines the first, simple step in any public relations process. Research of that calendar is most certainly a huge priority for anyone seeking a pitch with an editor. Broadening the circulation of top fashion magazines is also very important. Networking can come into play here and provide advertisers or public relations practitioners with more options as to where they can obtain editorial placement. And as always, investing a lot of time in reaching a goal will most often yield favorable results for the advertiser or practitioner, usually in the form of money.

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Carly Ethier's curator insight, November 22, 2013 7:25 PM

I'm a college PR student and very interested in fashion PR! This article helped me undestand how I can apply what I am learning in class to the fashion industry

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The Importance of Tweeting Oscar

The Importance of Tweeting Oscar | Fashion & Public Relations | Scoop.it

An important aspect of public relations nowadays is that of social media. Twitter has established itself as a huge platform for famous celebrities and major companies and businesses. Top fashion brands are no different, and almost all have a Twitter account as well. Erika Bearman is the director of communications for Oscar de la Renta, and is the voice behind the brand's Twitter account. Bearman provides insider detail about the brand, but adds her own personality to it. By adding her own personality, followers are more interested and respond more, ultimately benefiting the fashion brand. The benefits of a Twitter account like this can certainly be seen during New York Fashion Week, specifically during shows. It provides a larger marketing stage, but also provides the designers with instant feedback about their products.

 

Some designers tweet for themselves, but due to their busy schedules, employees are often appointed to the task. Bearman came up with the idea herself to create a Twitter for de la Renta and has now gained thousands of followers. Others in the fashion industry say Bearman has given Oscar de la Renta a livelier feel and brought back the brand's popularity. Bearman realizes she has to be fun and interesting, but also keep the focus on the brand. However, de la Renta's Twitter has also been used to advertise job openings in the company. Nonetheless, Bearman reads the numerous tweets she receives each day and responds to as many as she can. She believes that connecting with her followers provides more attention to when she has something to say about the brand.

 

Her followers are also current customers or potential customers, which must be kept in mind. According to Center et al., “’Who are the three most important publics?’ asks an old trick question. The answer is ‘customers, customers, customers.’ If you don’t succeed in attracting and then building continuing relationships with them, you’ll be out of business and nothing else will matter” (pg. 131). I definitely believe that Twitter has become an important part of any company’s public relations. It helps to directly connect with the public, as millions of people around the world are a part of Twitter. I agree that a certain level of personality has to be a part of a Twitter account like Bearman’s. If there isn’t any, people will be more likely to skip right over the tweets. I think Bearman’s Twitter account for Oscar de la Renta is a brilliant idea. It’s a fun way to get the word out about the popular fashion house and provides people inside detail about the brand, which people are always yearning for. Twitter can provide great PR, especially during NY Fashion Week, like the article points out. It’s also a good way to ease people’s concerns when a crisis does happen, since so many people take to social media when something goes wrong. Overall, I think all fashion companies should establish a Twitter account. Whether the designer tweets for him or herself or has a single employee doing it for them, people will take to it, ultimately benefiting the brand.

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Carly Ethier's curator insight, November 22, 2013 7:26 PM

Social media has created a whole new way in which, us PR agents can receive earned media. 

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New York Fashion Week’s Front Row Celebrities: Who’s In This Year?

New York Fashion Week’s Front Row Celebrities: Who’s In This Year? | Fashion & Public Relations | Scoop.it

When it comes to the seating arrangement for fashioni shows, many fashion and celebrity publicists say there is a common structure. Public relations representatives will help their clients in regards to who should be sitting where at their shows. Many times, designers want A-list celebrities sitting in the front rows of their shows. And in some cases, designers may even have an outfit waiting for a certain celebrity that may attend their show. When Beyonce Knowles showed up at Vera Wang’s show during New York Fashion Week this past week, Wang had an outfit ready for Knowles. Knowles went backstage, put the ensemble on, and then had a front row seat for the show. Wang’s vice president for public relations commented that having A-listers show up last minute is a good problem to have and that a seat will surely be found for him or her.

 

Many designers actually make a wish list of who they want sitting in the front row of one of their shows. And most often, major brands have this kind of thing planned out months ahead, even including possible outfits for certain celebrities to wear. James LaForce, a PR pro who worked on many runway shows for NY Fashion Week, talks about how certain brands will base who they have seats for based on different types of magazines and which one the brand is more likely to be in. For example, an InStyle type brand will probably go for a television star for a front row seat. However, fame is not always enough.

 

Some designers and their PR firms focus on getting a celebrity whom has some sort of controversy associated with him or her to their runway shows. Alice Ryan, founder of the PR firm A Company, says controversial celebs are good for press at such shows. At this September’s NY Fashion Week, Katie Holmes was at the top of many designer’s wish list, however, Holmes had her own line to worry about. Her line, Holmes & Yang, presented for the first time during fashion week.

 

As a whole, I understand why seating arrangements for fashion shows are so difficult, but are important as well. I think PR plays a big role in this issue because it’s all about what the public will be seeing and plays into the press for designers. PR reps for certain designers will want their clients to be seen in the best public light. This article made me think of media relations and how it plays into public relations in the fashion world, especially in terms of seating arrangements. According to Center et al., “The mission of the public relations function is to build working relationships with all of an organization’s publics. When appropriate, doing so may require making use of news media when viewpoints or activities are newsworthy” (pg. 164). A designer’s PR team understands that the celebrities sitting in the front row of their client’s shows will bring about the media. And ultimately, the media will showcase who was sitting where at who’s show, most often benefiting the public image of that brand.

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PR Tips from the Pros: Katherine Barna, Tumblr's Head of PR

PR Tips from the Pros: Katherine Barna, Tumblr's Head of PR | Fashion & Public Relations | Scoop.it

As I have said before in previous posts, social media sites now have a big impact in public relations. Facebook and Twitter have served as the most useful, however, another social media platform has taken way, and many brands have made good use of it. Tumblr represents another platform used by companies to engage their publics. Tumblr allows for companies to express their creativity and show their brand in a unique way. Not only is it useful for major brands, but small brands have made good use of the site as well. Tumblr has features that allow for a brand’s page to reach large audiences and be shared across the web. People on the site are always looking for new content, and small brands can use this to make the public more aware of their brand as a whole.

 

Tumblr allows for companies and brands to completely customize their profile. This then allows for users to get a glimpse of what the brand is all about. Major brands like Calvin Klein and Nike have used Tumblr to reflect their brand’s image and build a unique profile to further show their publics more about the brand. Anyone can use Tumblr to make the public aware of what they have to show the world.

 

As far as fashion is concerned, fashion companies could use Tumblr to make their brand and products known to the public. By getting their products out there, fashion companies could then instigate PR plans to further the knowledge and image of their brand. By using Tumblr, fashion brands will be able to make other media outlets aware of their brand. Journalists may take note and will then want to get to know the brand, and will most likely begin spreading the word. Lastly, as Tumblr is so unique, fashion brands can use the features of the site to create a different type of social media platform to go along with their other platforms. By not treating every platform the same, fashion brands can create new ideas and images t hat will further drawn in the public. “The main power of the media is to make us aware – of products, services, companies, and ideas – and to provide information about them” (Center et al., pg. 160). Tumblr serves as just that – a media outlet to allow fashion brands to make the public aware of their products and the company itself.

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New York Fashion Week Street Style Is Often a Billboard for Brands

New York Fashion Week Street Style Is Often a Billboard for Brands | Fashion & Public Relations | Scoop.it

Blogging has become a huge part of the public relations world. Laura Ellner, a fashion blogger, was seen during New York Fashion Week often adorned in different designer’s clothes. Many photographers snapped shots of her and asked what all designers she was wearing. Numerous situations similar to Ellner’s occurred all around the city during Fashion Week.

 

Fashion blogging has developed into a new way for people to showcase designer’s clothes. Fashion bloggers can range from previous models, to simply anyone who has a large interest in fashion. Essentially, fashion bloggers who take to the streets wearing designer outfits basically provides free advertising for the designers. This can be extremely beneficial to newcomer designers or young designers who do not have the resources to hire powerful PR professionals or important editors. This way, these designers can lend their clothes to friends or supporters who will wear the clothes on the streets, providing the chance to be photographed and noticed by the industry and consumers.

 

Some designers feel that their clothes being featured on a fashion bloggers website, or even of the blogger wearing the clothes herself, that it is sometimes equal to or better than their clothes being on a red carpet. In fact, this tactic is now becoming a strategically planned operation, since some fashion experts say it is a new way of doing PR. Many times, a fashion blogger may, in a sense, represent a certain designer and focus on that brand’s products. The blogger may wear that brand’s clothes or accessories more often and talk about that specifically in their blog, including pictures. Also, if the blogger is out on the streets wearing that specific designers clothes or accessories, they will tell any reporters or photographers who may come up to the blogger. In some cases, designers may pay popular fashion bloggers to only blog about their products and to wear their stuff out on the streets.

 

Overall, I completely see how fashion blogging falls into the public relations world. Wearing a certain brand’s clothing out on the streets will more than likely be noticed, especially in popular fashion cities like New York City and Los Angeles. I found it interesting, however, that some designers may actually pay a specific fashion blogger to only talk about and wear their clothes for the blog. Nonetheless, fashion bloggers will almost always talk about whom they are wearing in their pictures they post on their blog. This certainly brings about the brand’s relationship with the public and potential customers, resulting in public relations. According to Center et al., “The difference is that marketing is totally engrossed in selling, whereas public relations is more holistic. It supports sales to customers, but also is concerned with relationships with all other stakeholders of the organization” (pg. 134). One fashion blog I follow every day, Cupcakes & Cashmere, features Emily Schuman, who always provides the links for what she is wearing in her posts. I definitely think it’s a good way to get a large target audience to focus on certain brands, and can ultimately bring in more customers for brands.

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A Lot of Fuss for Just Sitting and Watching at New York Fashion Week

A Lot of Fuss for Just Sitting and Watching at New York Fashion Week | Fashion & Public Relations | Scoop.it

Many fashion and celebrity publicists say there is a common structure when it comes to the seating arrangements for fashion shows. Public relations representatives will help their clients in regards to who should be sitting where at their shows. Many times, designers want A-list celebrities sitting in the front rows of their shows. And in some cases, designers may even have an outfit waiting for a certain celebrity that may attend their show. When Beyonce Knowles showed up at Vera Wang’s show during New York Fashion Week this past week, Wang had an outfit ready for Knowles. Knowles went backstage, put the ensemble on, and then had a front row seat for the show. Wang’s vice president for public relations commented that having A-listers show up last minute is a good problem to have and that a seat will surely be found for him or her.

 

In fact, many designers make a wish list of who they want sitting in the front row of one of their shows. And most often major brands have this kind of thing planned out months ahead, even including possible outfits for certain celebrities to wear. James LaForce, a PR pro who worked on many runway shows for NY Fashion Week, talks about how certain brands will base who they have seats for based on different types of magazines and which one the brand is more likely to be in. For example, an InStyle type brand will probably go for a television star for a front row seat.

 

However, fame is not always enough. Some designers and their PR firms focus on getting a celebrity whom has some sort of controversy associated with him or her to their runway shows. Alice Ryan, founder of the PR firm A Company, says controversial celebs are good for press at such shows. At this September’s NY Fashion Week, Katie Holmes was at the top of many designer’s wish list, however, Holmes had her own line to worry about. Her line, Holmes & Yang, presented for the first time during fashion week.

 

Overall, I understand why seating arrangements for fashion shows are so difficult, but are important as well. I think PR plays a big role in this issue because it’s all about what the public will be seeing and plays into the press for designers. PR reps for certain designers will want their clients to be seen in the best public light. This article made me think of media relations and how it plays into public relations in the fashion world, especially in terms of seating arrangements. According to Center et al., “The mission of the public relations function is to build working relationships with all of an organization’s publics. When appropriate, doing so may require making use of news media when viewpoints or activities are newsworthy” (pg. 164). A designer’s PR team understands that the celebrities sitting in the front row of their client’s shows will bring about the media. And ultimately, the media will showcase who was sitting where at who’s show, most often benefiting the public image of that brand.

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New York Fashion Week: Meet Oscar de la Renta's Twitter Girl

New York Fashion Week: Meet Oscar de la Renta's Twitter Girl | Fashion & Public Relations | Scoop.it

Social media has become a huge part of the public relations world and now plays an important role. Twitter has established itself as a major platform for famous celebrities, and almost every company and business has a Twitter nowadays. Major fashion brands are no different. Erika Bearman is the director of communications for Oscar de la Renta, and is the voice behind the brand's Twitter account. Bearman provides insider detail about the brand, but adds her own personality to it. By adding her own personality, followers are more interested and respond more, ultimately benefiting the fashion brand.

The benefits of a Twitter account like this can certainly be seen during New York Fashion Week, specifically during shows. It provides a larger marketing stage, but also provides the designers with instant feedback about their products. Some designers tweet for themselves, but due to their busy schedules, employees are often appointed to the task. Bearman came up with the idea herself to create a Twitter for de la Renta and has now gained thousands of followers. Others in the fashion industry say Bearman has given Oscar de la Renta a livelier feel and brought back the brand's popularity.

Bearman realizes she has to be fun and interesting, but also keep the focus on the brand. However, de la Renta's Twitter has also been used to advertise job openings in the company. Nonetheless, Bearman reads the numerous tweets she receives each day and responds to as many as she can. She believes that connecting with her followers provides more attention to when she has something to say about the brand. Her followers are also current customers or potential customers, which must be kept in mind. According to Center et al., “’Who are the three most important publics?’ asks an old trick question. The answer is ‘customers, customers, customers.’ If you don’t succeed in attracting and then building continuing relationships with them, you’ll be out of business and nothing else will matter” (pg. 131).

I definitely believe that Twitter has become an important part of any company’s public relations. It helps to directly connect with the public, as millions of people around the world are a part of Twitter. I agree that a certain level of personality has to be a part of a Twitter account like Bearman’s. If there isn’t any, people will be more likely to skip right over the tweets. I think Bearman’s Twitter account for Oscar de la Renta is a brilliant idea. It’s a fun way to get the word out about the popular fashion house and provides people inside detail about the brand, which people are always yearning for. Twitter can provide great PR, especially during NY Fashion Week, like the article points out. It’s also a good way to ease people’s concerns when a crisis does happen, since so many people take to social media when something goes wrong. Overall, I think all fashion companies should establish a Twitter account. Whether the designer tweets for him or herself or has a single employee doing it for them, people will take to it, ultimately benefiting the brand.

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Pierre Rougier, the Man With the Power to Say No

Pierre Rougier, the Man With the Power to Say No | Fashion & Public Relations | Scoop.it

Pierre Rougin is a publicist in New York who has proven to be very influential in the fashion industry. However, he is also quite controversial. Known for his directness and assertiveness, Rougin’s character has led for many dislikes among people who have dealt with him. For New York Fashion Week, Rougin is in charge of the seating chart for one of the many shows that go on during the week. He comments on how difficult the task can be and how not everyone is always happy with their seats.

Prime, front row seats are obviously coveted by many people, however, Rougin makes the ultimate decision on who sits where. Sometimes his clients are not even happy with who he has placed in the front row, but he points out that paparazzi shots of those in the front row makes for good publicity for his clients. Rougin’s company, PR Consulting, has attained a client list that includes fashion houses such as Versace, L’Wren Scott, and Rag & Bone, to name a few. Rougin was originally too serious and feisty when it came to his clients, causing some of them to leave, which made him realize he needed to take a step back. Now, he is still serious about his clients, but in a different way. He cares greatly about each of them and is protective. He works very hard to shape his clients’ image to the public and takes a genuine interest in the well-being and concerns of all his clients.

In fashion, it is the critics and journalists who have a problem with his assertiveness. Rougin will not stand down if there is a disagreement on something. Rougin points out that he is very wary when it comes to critics and journalists, simply because he is so protective over his clients. He has even gone so far as to uninvited such people from fashion shows. After reading this article, I feel as though Rougin is doing exactly what he needs to be doing as a publicist in the fashion industry. Although he sometimes may come across as very direct or too assertive, he has obviously become very successful and has a coveted and loyal client list of successful fashion houses.

When making the seating charts for the fashion show, I agree with the point he makes about getting good publicity for his clients. Paparazzi will want to get shots of the celebrities who were important enough to get front row seats, which will ultimately lead to more press, showcasing the clients whose fashion lines were displayed in the show. As for the issue of critics and journalists, I can understand why Rougin would not want certain media people at shows where his clients will be. As stated by Center et. al, “The media concentrate on reporting bad news – the errors, accidents, and scandals of human society” (pg. 160). Even in the fashion industry, the media is just looking for ways to criticize.

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5 fashion PR tips for winning coverage in Vogue

5 fashion PR tips for winning coverage in Vogue | Fashion & Public Relations | Scoop.it

In this article by Polina Raygorodskaya, attaining editorial placement in a major fashion magazine is discussed.  Five tips are laid out to help advertisers have a better chance at getting the editorial placement they desire.  Raygorodskaya’s tips include planning pitches, face-to-face meetings, product placement, circulation, and time versus money.

 

Editorial calendars are a huge part of the magazine world.  They allow advertisers to be aware of when a magazine will be writing about certain stories or doing a specific themed issue.  This provides advertisers with a basis in which to better plan their pitches, which ultimately makes editors happy.

 

Networking plays a huge role in public relations.  Raygorodskaya touches on this factor in saying that face-to-face meetings are important when trying to attain an editorial spot in a top fashion magazine.  By attending the same events as editors, advertisers have a better chance at meeting and conversing with these editors, which makes the advertiser more familiar to the editor.

 

Another tip for advertisers is for them to get their product out into the public eye.  Through use of product placement, editors are more likely to know an advertisers product before a pitch is even presented.  Product placement in certain shows or events gives advertisers a benefit when pitching to an editor.  Raygorodskaya also points out the importance of circulation in regards to where advertisers try to attain editorial placement.  Advertisers should not expect to be in every fashion magazine there is out there, but they should certainly pitch to numerous magazines in which their advertisements will reach the targeted audience.  Lastly, time versus money is always important in public relations.  Advertisers trying to attain editorial placement in a top fashion magazine most often have to spend a good amount of time to work on getting that placement.  However, if the spot is achieved, the money will make up for the time.

 

I believe that all five of these tips are important and crucial when it comes to trying to get an editorial spot in a top fashion magazine.  Networking is most definitely a huge key step for any public relations practitioner, and is a tool that I, as a public relations student, have already put a good amount of time into.  Knowing the editorial calendar also seems to be very important. According to Guth and Marsh, “Through formal and informal research methods, practitioners gather data on the client, the environment in which it operates, and its stakeholders” (pg. 3).  This quote by Guth and Marsh defines the first, simple step in any public relations process.  Research of that calendar is most certainly a huge priority for anyone seeking a pitch with an editor.

 

Broadening the circulation of top fashion magazines is also very important.  Networking can come into play here and provide advertisers or public relations practitioners with more options as to where they can obtain editorial placement.  And as always, investing a lot of time in reaching a goal will most often yield favorable results for the advertiser or practitioner, usually in the form of money.

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