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Top 10 Fashion Public Relations Tips
Trendsetting Fabrics in New York
Forsake those Fakes!
The JPJ Experience
Ashley Paige and the 'Little Company that Could': A Salute

Top 10 Fashion Public Relations Tips

by Polina Raygorodskaya [2.18.2009]

[+] Download: Top 10 Fashion PR Tips (PDF, 208k)

As a fashion PR and marketing firm that also specializes in live events, fashion shows, and photo shoot production, here are ten tips you, as a new designer can leverage on your own.

10. Do Your Research
Know what the magazines you are pitching to write about, who their audience is, and make sure your pitches coincide with the type of content they normally write. Most magazines have Editorial Calendars available which tell what each month’s issue will be about for the year. When contacting a reporter, target pitches for the month’s issue that is relevant to your subject matter. If in March there is a special on Spring Fashion try to pitch (several months in advance) to editors for that particular issue. Do not waste editor’s times with pitches that are irrelevant to what they write about because this makes you look careless and unprofessional.

9. Think Outside the Box
Reporters are constantly receiving pitches so when coming up with a pitch keep in mind that they probably have already heard something like it. So what will make your pitch stand out? Something atypical, something that you have not seen in the news before, or something that would be of great interest to the general public. Sell people on its uniqueness, the qualities or attributes that you have that NO ONE else has (these should also be apparent in your live events and fashion shows). If you don't have those qualities you may need to reconsider your business model.

8. Play the Part
You only get one first impression so make it a good one. Your website, images, look book, and press materials should be clean and professional. If they do not pass that test then do not start contacting press and buyers until they are or you can give yourself a bad image regardless of the actual quality of your line. You want to be the fashion world's next craze – so play the part. If you've spent thousands on a great new website, have your contact email in the format of yourname@yourcompany.com and not at a generic Yahoo or Gmail account.

7. The Power of Follow-up
Reporters have countless people contacting them with story-ideas, press materials and tips so it is not unlikely that they may have overlooked what you sent over or simply forgot about it. It isn't enough to simply send materials over; a follow-up email and phone call to ensure that they received the materials is essential.

6. In Spirit
It's never only about the clothes. Elaborate on the artistry, image, and story behind your line. The spirit behind your clothes should permeate your collection and should not be left to question. That said, social media really allows you, as a designer, a wealth of tools at your disposal to express this spirit such as product placement in the appropriate shows, live event promotion, music videos on YouTube, downloadable desktop themes, etc.

5. Be Mindful of the Publisher's Calendar
Some fashion publications work up to 6 months in advance, plan accordingly and note the season and timing for when the edition will actually hit the presses. Plan ahead, reap the rewards. Fashion editorials can be a designer’s bread and butter. A great relationship with the press cannot be stressed enough. Don’t be afraid to try fashion publications outside of your immediate area. If you’re an American designer, the attention of a magazine in the UK, or Japan, for instance, should be welcomed attention.

4. Create your Own PR Calendar
This timetable should display all brand items, allowing you the necessary vantage point of a bird's eye view for your collection. Plan in advance, apply your company strategy, budget your resources, step back and see what could use improvement. A PR calendar can be anywhere from weekly to quarterly depending on the complexity of your collection(s).

3. Stay Fresh
Go to industry events, networking events and join associations and groups with other fashion industry members. Live events, fashion shows, and in-person promotions are necessities. While sites like Twitter can be catalysts for making connections, there is no substitute for a live appearance. With all other things being equal, people do business with friends and fashion PR is ALL about building and maintaining relationships.

2. Get Out There
Go to industry events, networking events and join associations and groups with other fashion industry members. Live events, fashion shows, and in-person promotions are necessities. While sites like Twitter can be catalysts for making connections, there is no substitute for a live appearance. With all other things being equal, people do business with friends and fashion PR is ALL about building and maintaining relationships.

1. Be Your Own Biggest Fan
I can't begin to tell you how many designers don't wear their own product out to events or even go out to events in the first place. As a designer it is most important that you love and promote your product because no one can sell it like you. Be out at fashion events mingling with industry insiders and be sure to be wearing your designs. Don't be modest about telling people you made it and why it is so special. Confidence about your own product is absolutely mandatory.



Trendsetting Fabrics in New York
By Da Eun Yoo [2.1.2009]

On February 3rd and 4th, there is an opportunity to view the latest high-quality apparel textiles from Korea in Manhattan. Korean Preview in New York (KPNY) is presenting the exhibition of over 20 different kinds of high-quality and eco-friendly fabrics from more than 60 Korean manufacturers for the Spring/Summer 2010 Collection. The 13th Korean Preview in New York exhibition will not only introduce high-quality and adequately priced apparel textiles for both men and women clothing, but also will have Trend House Inc. present a Trend-forecasting event for the people in the fashion industry.

Korean Preview in New York is a trade show that has worked with the U.S. fashion market for the past 8 years with an increasing number of participants. Since the current green movement is popular in many industries in the U.S., the KPNY exhibition of eco-friendly fabrics will show its support of the green movement’s cooperation with the fashion industry.

This event, hosted by KOTRA (Korea Business Center) New York, is open to the public for free at the Metropolitan Pavilion. To find out more about the event visit www.koreanpreview.com

Forsake those Fakes!

by Maida Noreen [1.23.2009]

You’ve spent hours trolling on eBay and strolling through Chinatown in search of the best fakes, but the truth of the matter is, the people you’re trying to impress will most likely know the real deal from its mass produced faux counterpart.

What you don’t see (or choose not to) past the child labor, the loss of a vast amount of jobs, and increasing losses companies endure due to the thriving business of fakes, is simply that anyone that knows their brands can spot a fake a mile away.

So, in case you were wondering how real that Louis you bought looks, or if you’re wondering if that girl over there’s Louis is real, here are some general tips on how to spot those designer brand imposters.

If you’re searching for that believable fake on eBay, pay close attention to the photographs provided. Two types of photographs to look out for: Perfect and imperfect. A perfect photograph would be straight from the brand’s website, and an imperfect photograph may be blurry or discolored. If you’re looking at a perfect photograph, chances are, you’re not seeing the product you’d be paying for, the seller merely took the original photograph of the product off of the website for their use. With imperfect photographs, you may not see damage and you won’t clearly see the condition of the product you’d be paying for.

Make sure there are pictures of each angle of the item. If you’re buying a bag, make sure there is a photograph of the interior of the bag. Make sure you know what the interior of the bag should look like. If you’re buying an item such as a keychain or jewelry, make sure you see each angle of the item. No, it will not say “Made in China” or have a copyright symbol anywhere on it.

Carefully check the prints in photographs or closely examine the print of the item. The print should match up at the seams at every seam perfectly. For example, the lines of the famous Burberry plaid will match up at all of the ridges of the purse. Patterns will never be crooked. Also, badges of authenticity should be sewn into the item, not printed on the inside of it.

Do your research. Some fakes are beyond fake…the prints or styles don’t even exist for the brand. Check the product history line for the designer or brand to make sure the style or print you’re about to purchase actually exists.

Misspellings…When you pick up that fake Burberry scarf and figure it’s just perfect, check out the corner, and remember that Burberry does not include the word “Burberrys Ó” printed on the corner of the scarf in huge Arial font. Burberry would never refer to themselves as such, they probably wouldn’t decide to add an “s” for kicks, and not to mention the print speaks for itself in terms of copyrighting or trade marking.

Check for serial numbers. Some items will have embossed or stitched serial numbers. This is to track the items. This is where people get tricked on eBay - some fakes are made exquisitely, down to the fake serial number. But, when you take the item to the brand’s store, if an employee runs the serial number, the serial number won’t exist. Thus, the item is a fake.

Check Logos. Sounds simple, but with anything from replica Billionaire Boys Club attire to fake Coach, Logos or prints usually have a certain order to them. Counterfeiters will omit or change small aspects, such as positioning of the C’s on Coach bags, to the omission of characters or portions of prints on a BBC shirt.

When you get better at determining what’s bogus and what’s not, you can direct your attention to elements such as material (Sheepskin? Leather? Plastic?), zippers (from engravings to how they’re attached) or the format of serial numbers…but hopefully you won’t have to, due to the revelation you experience where you realize that there is no true substitution for the genuine.



The JPJ Experience

by Drew Walker [1.05.2009]

Recently, I made it a point to stop in and take a look at designer Jean Paul Jeune of JPJ Fashions (www.jpjfashions.com). In an age of online shopping and mindless trends, I had the rare opportunity of meeting the designer himself in person and exploring his wide-ranging collection.

I could hardly call my time there 'shopping'. With such a social atmosphere my experience there was more akin to finding a style that resonates with my personality while still pushing the envelope and trying something entirely new. I felt the collection itself was more about the intangible and the style it inspired than anything else; too often this is not the case. For those near the Phoenix area I recommend trading the convenience of the website for the luxury of the live experience.


Ashley Paige and the 'Little Company that Could': A Salute

by Drew Walker [12.15.2008]

As I am sure many of you are, fans of Discovery Channel Bikini or Bust featuring designer Ashley Paige receive a rare glimpse into the life of an entrepreneur. The saying goes that 'success is a very poor teacher'; I think this speaks to Ashley's character immensely. As a self-made woman, in many ways Paige's apparel and company are an extension of her indomitable spirit and core values. As someone that just adopted a stray kitten a month ago, thank you for giving so much attention to animal rescue causes. That said, our hats are off to you, Ashley.

I'm proud to say that I see similarities with Ashley Paige and Polina Fashion. As entrepreneurs of the global fashion industry, sheer determination, passion for your company, and grit -- not wads of cash from investors or 'luck'-- are the necessary elements for success above all others. We wish Ashley and her company success in the years to come. We admire your determination and creativity.

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