Why does a brand explode.
As an emerging designer in a vast ocean of designers, it is
important to study the successes of the companies you admire and strive to
financially emulate. Why do some companies achieve greater success than others
? Why does it seem as if this designer is everywhere you look ? Why are the
highest-‐profile buyers scrambling to carry the product of that same designer
?
The answer is simple: it’s all about the buzz. Consistent
mentions in all major media outlets (including television, magazines, websites
and blogs ) or having your piece worn by an A-‐list actor can catapult your
sales beyond what you ever thought was possible. Brands that seem like they’re
“everywhere” really aren’t everywhere but they have a team crafting a precise
strategy for their brand growth; brands explode when they’ve got the right kind
of TNT behind them.
One of our established clients friend is Rebecca
Minkoff, the industry’s most buzzed-‐about fashion accessories designer. When
Rebecca walked in for our first meeting over seven years ago, she had little more
than a small collection of handbags and an unrivalled drive to succeed. What we
built together was a strong foundation for Rebecca Minkoff to become one of the
fastest-‐growing companies in the current fashion industry by using strategic
buzz and teamwork.
One of the main reason Rebecca Minkoff became such a success
was her deep commitment to keeping momentum for her brand through public
relations. Rarely does a day go by that Rebecca’s name isn’t mentioned or
represented on a magazine, or blog. Rebecca believed in the power of public
relations; her success with our team is a noticeable testament to this.
What we do with our clients is but a small part of the
expansive nature of public relations. Many designers equate public relations
with advertising but it’s time to dispel that myth once and for all. Public
relations is not advertising. Public relations is the fuel for your brand. We
accelerate your brand through an uninterrupted presence in the media, which, in
turn, impacts the purchasing influence of your public consumer and interest
from key buyers.
Imagine your brand as a new car. Your sales are your fuel,
it’s your brand livelihood. Now I think of a public relations firm as your gas
station, an integral place where your brand refuels and charges up. The two are
married by their shared responsibility in getting your car ( a.k.a brand) from
point A to point B. Without one the other falters, and vice versa. Brands
shouldn’t allow their fuel to burn out; once it’s empty, it takes more effort
to regain maximum performance.
Aside from impressive sales support, a public relations firm
can also open your brand up to additional opportunities that other realms of
corporate structure cannot access. Each season, we organize massive editorial
previews with over 250
of the nations leading editors, bloggers, and stylists in
attendance. We assist brands in all details from participating in exclusive
promotions with leading publications and websites to major lifestyle and
fashion show collaborations. We also consult brands in collections to make them
more media-‐friendly and, in turn, secure an even greater number of placements
without compromising the designer’s creativity.
A designer’s first step into the consumer market should be
to partner with a passionate public relations firm; however, this is a step
that should be done once a brand is ready and able to provide the necessary
tools.
A brand cannot expect to thrive if the consumer doesn’t know
your name. By working with a public relations team, you are building a strong
foundation for the future of your brand, enhancing its credibility, and making
it an attractive sell to the high-‐profile buyers worldwide.
Your public relations team will help you expand not only
your brand, but also your media presence and network. We guarantee after a year
with a firm, every editor will know your name. Once you’re established with the
media, your brand will become a juggernaut with unstoppable momentum. We always
love seeing the smile on our clients’ faces when their media presence and sales
surpass the brands they once looked up to.
If you only ever heed one bit of advice, let it
be this: enlist the help of a passionate team of publicists, and watch your
company grow and secure its place at the top of the fashion industry. The fate
of your emerging company doesn’t have to rest solely on your shoulders, let us
support you.
Mauricio Bouzas.
