After a decade of being in the
fashion and accessories industry, Shine Media PR has created some of the most
successful PR campaigns in the accessories industry. Reaching over ten thousand
placements in recent years, Shine Media PR’s vast knowledge of the accessories
industry has been widely noted. In fact, the firm has now become the “go-to”
firm for emerging and established designers who are looking for a firm to be a
vital part of their growth, branding, and re-branding.
Shine Media
PR continues to help passionate, knowledgeable designers generate media
exposure and overall increase in sales, which helps each company to expand and to
ultimately be successful.
1. Discover
your audience
Know what outlets you will be targeting according to your
potential consumers. This will allow your valuable work time to remain in the
right places and to be directed to the right people/editors. Always be aware
that your target audience may change in the future as your brand evolves. Most
importantly, set up short, medium, and long-term goals in order to create a
stable direction in which you can move toward with both your collection and PR
campaign.
2. Have
an attractive website
Your website is your online business card. The image of your
website must perfectly mirror the image and mission of your brand. Otherwise
the editor/stylists and consumers will not be capable of seeing your brand’s
vision beyond what the website has to offer.
Key elements a website needs prior to its launch:
·
A clean and easy look that will allow the
consumer/editor to find what they are looking for.
·
Branding imagery: A cohesive and clean idea of
what the brand is about.
·
Simple and easy navigation: We have seen a lot
of e-commerce sites that fail in having an easy way to find the products, and
this discourages the editors and consumers.
Now more than ever, social media is key to creating a
successful PR campaign. Every designer or brand must have a strong social media
presence, or else they are cutting their chances of capturing consumers and
winning over their target audience. There are multiple social media platforms
for your brand to engage in, and they will help to build your brand.
4. Have
a cohesive collection
Many designers create small and scattered collections,
because they lack the resources. It is vital to give the collection time to
evolve. Rushing the process of creating a collection only does it harm. Before
investing money into a collection, make sure you:
·
Find trend reports and several places to buy
your materials, and most importantly, finding a good manufacturer is key in the
final development of a collection.
·
Sample before rushing into producing something
to avoid construction problems.
5. Be
different, but stay approachable
As a designer or brand, your collection has to be different
from everyone else’s, but not TOO different. Keep your own personal aesthetic
and creative ideas, especially at the beginning of the campaign. However, you
must be capable of fitting into what the media and the consumers are looking
for. Expose yourself little by little, and be patient—all good things take
time.
6. Be
competitive
The fashion and accessories market is flooded with designers
and brands that all want the same thing that you do: a successful business. You
must know which brands are similar to yours, because they are your competition.
Please do your homework. I hate seeing new designers comparing themselves to
YSL or Oscar de la Renta. Remember, you are a “NEW” designer, and the fashion
houses have been out there for years!
7. Work
with people that have experience
Your team is an essential part of your company’s steps
towards success, even if you decide to outsource. Your co-workers must believe
in your brand and have the experience to deliver the results you are looking
for. When looking for a public relations firm, search for ones that have a long
history of successful campaigns. Our company (Shine Media PR) has been capable
of launching very successful PR campaigns with designers, because we understand
what needs to be done for a new brand. We also know the right people and
outlets that will help a brand become successful in both their short and
long-term goals.
8. Take
it season by season
“Rome was not built in a day” is something that we hear all
the time, but oftentimes, we fail to listen. A successful PR campaign is one
that develops a strong foundation for the brand, and this takes time. It is
important to note that editors of magazines work during two major seasons:
Spring/Summer and Fall/Winter. This means that you have two seasons to show off
your talent. That is why it is important to work with a competent firm that
will keep the editors updated on a weekly basis to avoid being forgotten by the
media. A good firm will also work with several media outlets to continuously
create buzz until your next collection is ready.
9. Know
your tools to promote your brand
We always try to give our clients a good understanding of
the tools that are needed to launch a good PR campaign. The more you can give,
the more doors you will open. Try seeing it this way, if InStyle, Lucky, and
Marie Claire want to feature your “it” piece and there is only ONE sample
available, the opportunity will be lost. So…prepare in advance, don’t wait for
the opportunities to be lost.
10. Get
personal
In order to succeed in this industry, it is crucial for you
to be approachable and for you to be a good communicator. Try to be as
personable as possible with the editors, and do as much as you can to have
press previews, show your collection, and get to know them. You have to
remember: they are the ones that will help you grow in the media. After doing
PR for ten years for emerging and established designers to date, we still feel
very thankful anytime an editor or stylist chooses one of these designers to be
a part of their pages. Last but not least, the most essential piece of advice
is to be humble and thankful; these qualities will take you far in this
industry.
Good Luck,
Shine Media PR
