I started looking into Fashion PR because this year I worked at London Fashion Week. I had a lot of assumptions when it came to the ‘fashion world’ but the experience opened my eyes to fashion PR as a potential pathway.
Working backstage I saw how many people work on creating one show. A team of people work for months on creating a show that lasts no more than twenty minutes. I started to ask myself why? Why go through all the stress and preparation? The team rushing round, trying to seat people, keep models happy, get models dressed – it was very hectic. As the last girl walked into backstage, the music cut and the room was full of applause I realized I had found the answer, pure accomplishment. The team had worked so hard on getting this show perfect and in the end it equated to great press reviews and media coverage.
The fashion world is dependent on promotion and media coverage it’s how designers gather a following. Look at Alexander Wang known for his stunts and image, his success was all down to his PR. Looking further into this topic, I discovered that the fashion world are trends that need to attract and retain constant attention from the public to be successful. Certainly very similar to consumer PR. Fashion needs to create a buzz among influential people. Journalist, bloggers, celebrities, the perfect platform for this is fashion week. More than ever it is important to create a buzz on social media. Bloggers are now at the forefront of promoting a brand and this is why they were all perfectly positioned front row on the catwalk .
The brand is most important in a fashion public relations role. The role of public relations in fashion PR is clearly defining and maintaining a company’s “brand.” Good public relations representatives must strive to keep their promotions consistent by never sending out a mixed message. For example, if the company’s line is geared toward professional dress, you want to create professional-styled events that will attract customers interested in that niche.
I never considered a career path into fashion PR because I was always so concerned about the stereotype. In fact, in my small experience at LFW, everyone was welcoming and I got a quick snap shot of what the industry is really like. It’s all about the brand, very much like consumer PR but with a touch glamour. Before this experience I had completely ruled out fashion PR. Now, I’m not too sure. The excitement and glamour has put me on the fence. Fashion PR is now a path I might just stroll down.