Fashion PR: Best 2024 Practices & How-to Guide -

When people hear the term public relations (PR) in the fashion industry, they frequently think of parties, celebrities, champagne, and luxury goods. But does fashion PR really enjoy the glamor of the fashion world?

Yes, PR professionals may attend fantastic events and network with industry leaders, but it is not all fun and games. It’s demanding and fast-paced, a data-driven industry that demands a high level of discipline, hard work, and perseverance – and striking a balance between generating a cutting-edge campaign and an expensive disaster is trickier than it appears.

So, what are the benefits that make it worth it? And what are the best practices that can help a PR professional navigate the fashion industry?

Key Points

Fashion PR encompasses a range of activities, from organizing fashion shows to crafting press releases and managing social media platforms.
PR in the fashion industry plays a critical role in building and maintaining brand image, connecting with customers, and adapting to trending changes.
Starting a career in fashion PR requires more than just academic qualifications.
Aspiring PR professionals should seek internships with fashion PR agencies or in-house PR teams of fashion companies.
Entry-level fashion PR positions can start between £20k and £30k per year.
For PR professionals in fashion in the United Kingdom, average salaries run between £45k and £55k

What Does Fashion PR Entail?

Fashion PR involves promoting a brand’s reputation and communicating with the press and public to make sure the brand maintains a good image. Professionals in fashion PR also create communication strategies to increase visibility and improve sales, and they often deal with event planning and media relations.

This means that they need to be fashion and communication savvy so that they can understand current trends and events and know how to build relationships with editors, journalists, designers, influencers and more.

Fashion PR encompasses a range of activities, from organizing fashion shows to crafting press releases and managing social media platforms. PR professionals in the fashion industry work tirelessly to ensure that established and emerging luxury brands maintain a positive public image. The individuals are responsible for securing media coverage in fashion magazines and digital websites.

They also ensure that fashion brands receive prominent placement during events such as Fashion Week.

Duties Of A Fashion PR

PR is a valuable communication tool for fashion and lifestyle brands. PR methods raise brand awareness and generate shifts in brand perceptions. The PR’s job is to modify the attitudes and perceptions of consumers towards products or brands.

While advertising tries to modify perceptions in a paid and direct way, public relations make prestige and reputation go above the advertisement in favor of the editorial content and the word worth. Below are management tasks related to a Fashion PR’s job.

#1. Planning the PR Campaign for the Season

Many PR activities are attached to the fashion calendar. The schedule sets the important dates for PR events such as runways, press days, store openings, and awards season throughout the year.

The concept of “season” in fashion is still relevant, as magazines and fashion websites cover fashion according to Spring/Summer and Fall/Winter designer collections.

PR managers identify all communication opportunities in a plan that can include:

Editorial content in the press
Celebrity and influencer activations
Brand events and meetings to engage the stakeholders
Development of PR communication materials to use during the season campaign.

Some PR plans focus on the main collection, others on brand values and the company’s purpose. It all depends on the desired engagement level and the PR objectives to fulfill, the overview perspective is helpful to consider every PR activity part of a whole.

#2. Coordinating the Press Showroom

The PR team coordinates the press product samples for stylists and photographers to work with. In a showroom, these would be the clothes on a fashion photo editorial assignment.

During the season, they need to organize, catalog, and display the range of products to be shown to fashion editors and fashion journalists. This PR task can be developed from an in-house perspective, or it can be carried out by an external PR agency. The latter manages the showroom, the publicity, and related marketing activities for a portfolio of client brands.

Press days are a common strategy in the industry to promote the collection through fashion press and stylists.

#3. Creating Press Materials

The PR team is in charge of writing press releases during the entire season and managing which information can be released to the press, the stakeholders, or the general public and which cannot. The most common PR communication tools are press packs, lookbooks, campaign and product photoshoots, and video campaigns.

#4. Maintaining a Close Relationship With the Fashion Media

A PR campaign aims to generate enough editorial publicity arising from newsworthy stories. Public relations executives work closely with fashion journalists to keep them informed about the brand’s activities and the next launches, and to give them exclusive scoops.

PR has a reciprocal relationship with the press. Fashion journalists need fashion stories, editorials, features, and products to include in their magazines. In return, fashion PRs need media coverage to communicate with their brands’ consumers, each of them gains from the other. PRs allow journalists to understand the brand, take a deeper look at the designer process, or grant an interview.

Press trips, fashion shows, or delivering bombshell news are some of the PR’s key activities during the season.

#5. Engage with Key People Online and Offline

The use of famous people to promote luxury and fashion is not new. Actors, singers, entertainers, and athletes are the fashion industry’s favorite key people. PRs organize, maintain, and negotiate promotional deals with celebrities to generate brand associations. Red carpet, movies, video clips, and wardrobe loans are common practices and tools to promote the brand.

PRs also work closely with digital influencers, in some cases, Internet stars with millions of followers on social media networks. The principle is the same, select, endure, and retain close relationships with key people for the benefit of the brand.

How to Start a Career in Fashion PR

Starting a career in fashion PR requires more than just academic qualifications. Aspiring PR professionals should seek internships with fashion PR agencies or in-house PR teams of fashion companies. Networking is key; building business relationships with industry professionals and gaining experience in events planning, social media management, and press release writing is essential.

Attending fashion events, engaging with the fashion community, and keeping up with the latest trends are vital for a career in fashion PR.

How to Do PR for a Fashion Brand

Launching a successful PR campaign for a fashion brand requires a comprehensive understanding of the brand’s identity, target audience, and the current fashion landscape.

A PR professional in fashion must create campaigns that align with the brand’s values and resonate with the audience, which often involves crafting compelling press releases, organizing fashion shows, and maximizing press coverage.

Below are some key strategies to effectively promote a fashion brand:

Develop Strong Media Relations: Building and maintaining relationships with fashion journalists, influencers, and editors is crucial. A PR person must be adept at pitching stories and securing features in fashion magazines and digital websites.
Leverage social media: A professional social media expert can amplify a brand’s presence on various social media platforms, including creating engaging content, collaborating with influencers, and utilizing platforms for direct consumer engagement.
Event Planning and Execution: Organizing high-profile events such as fashion shows and red-carpet events can significantly boost a brand’s visibility. These events offer opportunities for live coverage and social media buzz.
Monitor and Adapt to the Media Landscape: Being responsive to changes in the media landscape, such as the rise of new social media platforms or shifts in consumer behavior, is essential for a successful PR campaign.

A successful PR campaign for a fashion brand requires creativity, strategic planning, and adapting to the fashion and media landscape. PR professionals must work closely with marketing teams to ensure that their efforts enhance the brand’s image and contribute to its overall business goals.

Fashion PR Best Practices

For any fashion brand looking to promote themselves through earned media coverage, executing a successful fashion PR campaign is key.

Whether handling fashion PR in-house or working at an external fashion public relations agency, there are some ways to ensure that your campaign is as successful as possible.

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Fashion PR Best Practices

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Importance of PR In The Fashion Industry

PR in the fashion industry plays a critical role in:

Building and Maintaining Brand Image: Fashion public relations professionals are essential in crafting and upholding the image of fashion brands, particularly in a highly competitive market.
Connecting with Consumers: Effective PR strategies help fashion brands connect emotionally with their target audience, transcending mere transactions to build brand loyalty.
Adapting to Changing Trends: PR professionals help fashion brands stay relevant by quickly adapting to changes in the fashion front, from shifts in consumer preferences to new retail dynamics.

In the fast-paced fashion world, PR is not just about promoting clothing; it’s about presenting a lifestyle. Fashion PR professionals are creating narratives that resonate with the brand’s ideal customer base, influencing how the public perceives not just the clothing but the lifestyle that comes with it.

This involves developing campaign ideas that align with the brand’s image and engaging in reputation management to ensure that the brand views in a popular and positive light.

Fashion PR Salary Ranges

For people first starting out, entry-level positions can start between £20k and £30k per year. For PR professionals in fashion in the United Kingdom, average salaries run between £45k and £55k, although experienced senior-level directors, especially for successful brands, can bring in more than £100k annually.

Top Fashion PR Agencies

#1. Karla Otto

One of the most iconic names in the fashion PR industry, Karla Otto has been in the industry since 1982. The agency offers full-service brand-building solutions for industries such as fashion, beauty, design, lifestyle, and arts and culture. Their comprehensive communications services include media strategy, reputation management, media buying, product placements, brand features, event amplification, and many more.

Karla Otto has an impressive client list featuring some of the leading fashion brands in the world. This includes Givenchy, Calvin Klein, Chloe, Salvatore Ferragamo, Valentino, Lanvin, and Bulgari among many others. The agency is also behind the explosive success of Marni, helping the brand to become one of the most celebrated in the world of fashion.

#2. NinjaPromo

NinjaPromo is a prominent name in the fashion PR landscape, operating from the central hub of New York. Established in 2017, NinjaPromo quickly marked its presence both in the local scene and on the global stage, focusing on strengthening brand and customer relations.

Their services in fashion PR underline their capability to boost brand visibility and reputation. With a deep grasp of the fashion industry, they are adept at enhancing brand recognition. NinjaPromo offers specialized strategies to sustain impeccable brand images, manage reputations effectively, and position their clients as thought leaders within the fashion sector.

What differentiates NinjaPromo from others is its extensive media connections, curated by a team with strong media industry backgrounds. This comprehensive network assists clients in establishing and preserving a commendable public image, an essential aspect of fashion.

#3. KCD

KCD is a leading global fashion services agency with 35 years of industry experience. They have offices in London, Paris, New York, and Los Angeles. The agency’s media services include brand and product positioning, show and event media management, new designer introductions, brand relaunches, global media strategies, and many more.

KCD boasts an impressive list of clients that includes some of the biggest names in fashion. Alexander McQueen, Anna Sui, Balmain, Calvin Klein, Chloe, Derek Lam, Fendi, Givenchy, Miu Miu, and Vera Wang are just a few of the fashion houses that the agency’s worked with.

#4. BPM-PR

Beautiful Planning Marketing & PR (BPM-PR) is a full-service public relations firm with extreme media connections. Headquartered in the center of America’s fashion industry — New York, BPM-PR offers a wide range of PR services aimed at fashion brands specifically. Included in their long list of services are press placements, product reviews, fashion events, and celebrity social media endorsements.

Obtaining online digital media, print magazines, TV, sponsorships, partnerships, celebrity endorsements, and more, the PR Firm specializes in Fashion, Beauty, Lifestyle Products/Services, and Events.

It doesn’t matter if you’re a small or big brand, BPM-PR’s team of fashion PR experts have worked with fashion brands of all sizes from all over the world. From accessories to clothing line launches, they can take complete control of your PR strategies by operating as an extension of your team. Thanks to their strong connections, they can also land you consistent exposure on various platforms including print magazines, blogs, newspapers, and social media.

BPM-PR was awarded by Forbes as one of the best PR Firms in America.

#5. Channel V Media (CVM)

Founded in 2008, Channel V Media (CVM) is an award-winning communications and content marketing agency. Located in the heart of the Big Apple, CVM is a recognized authority in strategic communication and PR, specializing in launching market-shifting movements for Fortune 500 titans and budding venture-backed innovators alike.

CVM specializes in launching and building market momentum for fast-growing technology, media, and consumer companies. CVM builds awareness for companies and their products, develops C-suite leaders into industry visionaries, positions clients to be among the most vocal in high-value conversations and drives inbound leads.

While Channel V Media has a proven track record of elevating Fortune 500 industry leaders, it also has a keen eye for nurturing emerging brands. Current and past clients include Grapeshot + Oracle, Innovid, Everseen, IBM, Albert Technologies, Pernod Ricard, Embroker, Fortune & Frame and others.

Fashion PR and Marketing

Fashion PR and marketing encompass a range of strategies used to promote fashion and lifestyle brands. While fashion PR focuses on building and maintaining a brand’s image through media coverage and public relations, marketing often involves more direct strategies like advertising and sales promotions.

However, while PR in the fashion world primarily concerns managing a brand’s reputation and relationship with the media, including fashion magazines and digital websites, marketing is more focused on driving sales. Nevertheless, in many fashion companies, PR and marketing work closely together, as a positive brand image (cultivated through PR) can significantly enhance marketing efforts.

For instance, when fashion magazines promote a particular collection, it boosts the marketing campaign’s effectiveness.

Fashion PR: Best 2024 Practices & How-to Guide

Key Points

What Does Fashion PR Entail?

Duties Of A Fashion PR