Fashion. It’s a competitive game. And if the likes of Vogue’s Anna Wintour are anything to go by, it can be incredibly daunting for those just starting out and doing their own PR.
Yet, the glossy mags are ultimately where we want to be seen.
So how do you get fashion editors to take notice of your label if you’re not the owner of an established brand like Sass and Bide or Ksubi?
Editor of Australia’s Shop Till You Drop magazine, Justine Cullen says “do your research and think creatively”.
And if you’re pitching her a story…?
“Please make sure it’s not [a story] that ran in the magazine the month before, that you clearly haven’t read. Cringe. And target it. Sounds basic but I’m always deleting pitches sent for ‘your food and health pages’. Which we don’t have,” she says.
DIY PR guru, Amanda Fox of Dames and Divas says being eco-friendly, limited edition and one-of-a-kind, handcrafted from vintage silk kimonos helped her shoes stand out and get featured in the media.
“Their bright, bold colours definitely stand out which are reinforced with clean, clear, crisp professional product photography,” said Amanda.
Melbourne based, celebrity stylist Amber Renae agrees saying bold colours, heavy embellishments and a cut no-one has seen before gets a fashion editor’s attention. You also need to be persistent and proactively contact the media.
Producing key editorial pieces that might be a bit crazy to wear, specifically for PR purposes, in addition to your saleable line, also helps, she said.
And if you want to get your clothes to a celebrity – just contact their stylist “9 out of 10 times we’ll look at your look-book and product,” says Amber.
Here are PR Guru’s 10 tips on doing your own fashion PR:
1. Get your timing right – fashion titles work two to six months in advance, so make sure you’re pitching for the right season.
2. Read the magazines you want to get covered in, get to know their content and style and adapt your story pitch to suit them.
3. Look amazing; stand out. This is when attention to detail counts – make your media kit look as professional and beautiful as possible.
4. Tell the story behind your range/label and explain what makes it like no other, include a great press release in your media kit.
5. Check in with the media. Send in samples but don’t forget to follow up with a phone call and your story pitch. Only send releases to one member of staff at the same publication.
6. Gift your wares. Select a small number of celebrities that you think would be best suited to your product. Contact their publicists – look online or you can sometimes go through the publicity department of the media outlet or TV network they work for.
7. Invest in top quality, professional photography – the media may or may not use your images but it’s still important to have the best available photographs to ‘sell’ your product. Include 3 high quality low res JPG’s of your strongest products.
8. Don’t forget the details. Make sure your media kit contains all the retail and pricing information as well as your location, contact details and biography.
9. Love your product, wear it, promote it – take Allanah Hill as an example – she is always promoting her brand.
10. Get on the event scene and be seen. Never underestimate the power of meeting people at events. Plus use social media.