Fashion PR: An Overview

Fashion equals perception.  Being an extremely saturated market (think about how many different clothing labels exist), fashion brands must create a unique and distinct identity that will set them apart.  Consumers must perceive a particular brand as different than the competitors to hold their interest.  This task begins with the design of a line, but is enhanced and dispersed through the work of PR and marketing professionals.  Utilizing public relations can allow a fashion label to transform their vision into a reality.

Many students are attracted to the fashion industry because of its glamour—the expensive clothes, the parties, the photo shoots, etc., but working on the PR side of things doesn’t exactly guarantee a work life filled with sophistication.  Public relations representatives in fashion serve the same function they do in other fields: building mutually beneficial relationships with their publics.  In fashion, this is primarily achieved by promoting the brand’s name and image.  Remember the saturated market comment from earlier?  There are millions of different clothing lines for consumers to choose from, and a PR pro’s job is to ensure that their organization doesn’t get lost in the sea of garments.

The most common and effective way to spread the word about a line is through the media, and PR representatives in fashion spend a significant block of their time working with the press.  They must be able to identify influential and appropriate media outlets and communicate the brand’s image to them in inventive ways.  The success of a fashion brand’s new line or promotional event can depend on media coverage and portrayal, which places a considerable amount responsibility in hands of their PR representative.  Knowing the characteristics of a line is crucial and PR pros must have an understanding of the industry to ensure they can deliver consistent and specialized messages to the press and consumers.

 In addition to working with the media, fashion PR representatives also communicate heavily with those in the industry—designers, marketing executives, vendors, etc.  They all contribute to the overall image of the brand and influence the public relations strategies that will be implemented.  Communicating with buyers is another important aspect of the job, and if done effectively, can benefit a line’s awareness and sales.  In some cases, PR pros will even dealwith customer complaints regarding returns or damaged products.

 Fashion PR, like each sector of the public relations profession, comes with its own set of challenges and rewards.   PR pros can participate in an industry that is truly different from any other and all of the experiences that accompany it.  This blog only briefly overviews of the duties of PR representatives in fashion, which can change as quickly as the trends of the lines they work to promote.

This video gives a look into the life of a fashion publicist for a major fashion brand (DKNY):

 This video shows the duties of working in a smaller fashion agency

Alex Goodreau is a senior double majoring in dance and public relations.  This is his first year in GrandPR where he serves as an Account Associate.  Alex enjoys reading, spending time with friends and family, and teaching dance.