Each year the leadership team at our agency meets around this time of year to assess our year and set goals for the years to come. We analyze where we are as an agency, our client roster, wins for our clients and goals we have for their success. Around this time a few years ago, one of the goals we set was to garner more international and foreign language press for our clients because we realized that none of our competitors were really offering that level of service and even large agencies here in the US only focus on American press. We have worked hard over the last few years to build our international and foreign language contacts and have translated releases into multiple languages over the years resulting in a huge increase in international and foreign language press for our clients. This year we had one of our best years for foreign and international press and we want to thank all of the journalists and media contacts with whom we worked with over the years to make this goal come to fruition! We are so proud to embrace the entire globe from a media perspective and we fully support a global economy and limitless possibilities for designers, entrepreneurs and businesses across the globe! See below for some highlights of international and foreign language press we have secured for clients in the last year including Spanish language press, Middle East press, UK press and more!
We have a confession to make. Our agency has always been stronger at securing digital placements for clients than print placements. Don't get us wrong. We secure plenty of print placements for clients, but we rule digital (check out our press page for proof)! We've always been honest with clients and potential clients about the strength of our ditigal and influencer relationships relative to print and there have been a few brands over the years that chose other agencies because they wanted to focus solely on print. Sometimes we've wondered if we were crazy by focusing on digital so much in the last 7 years, but today Fashion Week Daily published an article validating our focus. 7 years ago people thought we were crazy, but we were right. Digitial has risen to the top of the media heap and Hearst Publications' digital numbers are proof that digital placements really are worth their weight in cyberspace gold! Not only do you get a lot of eyeballs, but you get SEO benefits and a longer shelf life than print because articles stay on the internet and come up in searches for a very long time! So all hail to the king...Digital Media...and congrats to Hearst Publications for your record-breaking traffic in November. Here is a breakdown of the top performing digital platforms for Heart in November 2016.
Best Products: 7.4 MM unique visitors, up 10,946%
Esquire: 16 MM+, up 33%
Country Living: 17.7 MM+, up 27%
Harper’s BAZAAR: 12.2 MM, up 26%
Marie Claire: 9.2 MM, up 24%
Town & Country: 2.2 MM+, up 113%
This past season (September 2016) we managed Front of House PR for 6 NYFW runway shows, three of which were on-site with IMG at Clarkson Square and Moynihan Station. Our boutique agency has developed a real area of specialty providing stellar front of house PR services for fashion brands at NYFW, Miami Swim Week and London Fashion Week and we have noticed that a lot of brands come to us after working with major fashion PR agencies. So, what makes our boutique agency so effective in managing front of house PR for a fashion show? Well we have identified a few key differences in our approach and experience that allows us to provide stellar service for brands showing collections at fashion week:
These are just a few of the ways that we are able to provide our clients with a premium fashion week experience for their front of house PR needs. You can see some of the top press we secured this past season below. For more information about our services, contact us today!
After IMG's announcement that they would be taking a break from Swim Week festivities last year, the swimwear industry has been anxiously awaiting an official announcement this season. IMG has yet to make an official announcement, but they have partnered with SWIMMIAMI, the platform that was developed last season in place of IMG's SWIMWEEK platform. The producers of SWIMMIAMI are the same producers that have worked with IMG for the last 10+ years managing production for NYFW and Mercedes Benz Swim Week. This has ensured that the same standard in terms of production value has been maintained at Miami Swim Week as in years past. SWIMMIAMI will be hosting most of their runway shows at the W South Beach with an outdoor venue over the pool as well as a more intimate enclosed tented option. The event will likely be the tour de force at this year's Miami Swim Week based in large part on the high production quality and the partnership with IMG. Brands on the SWIMMIAMI schedule include Frankie's Bikinis, Gottex, INDAH and Hot as Hell. Funkshion will also be hosting shows in Collins park in the tent across the street from the W South Beach. There are several large brands slated to show in the Collins park tents again this season, so for media and buyers most of the action in terms of runway shows will take place on Collins Avenue between the W South Beach and the Funkshion tent across the street. SWIMMIAMI shows will run on schedule and it is yet to be seen whether Funkshion shows will break their bad habit of starting extremely late.
With regard to trade shows, there are three major trade shows and all are returning this season. The longest running trade show and the one that kind of started Miami Swim Week, Swim Show will be at the Miami Beach Convention Center. Hammock (formerly Salon Allure) is returning again this year at the W South Beach with suites and a marketplace section in the ballroom with a more traditional format. Cabana will be held in the tents next to the W South Beach. Coast, a small trade show carrying everything from ready-to-wear to accessories (not a swimwear trade show) has moved their date to align with the Miami Swim Week calendar and will be held on July 18th and 19th at the New World Center.
This year's experience will likely be a lot more pleasant than 2015 in large part based on the proximity of all of the venues, which helps attendees navigate Miami's steamy temperatures, beach traffic and parking issues. Buyers and media will be able to easily walk from the main venues and most of the running between runway shows will be across Collins Avenue from the W South Beach to Collins Park across the street.
How do we get all of this intel and information you ask? Our agency has been one of the leading agencies working with swim and resortwear brands at Miami Swim Week for seven seasons. We are the only agency truly based in New York City that works with swimwear editors at the major magazines that has a Miami office AND has been working with Miami Swim Week for multiple seasons. While Miami Swim Week does attract global press and buyers, the landscape had become much more saturated and brands must rely on local contacts as well as out-of-town guests to ensure seats are filled and exposure is maximized. There are many factors that impact the success of a runway show or swim week event, many of which can't be properly analyzed without specialized knowledge of the local Miami market and the history of swim week and its evolution. If you are a brand interesting learning more about your options for Miami Swim Week, contact us today. Email us at MiamiSwimWeek@theriviereagency.com and someone from our team will be in touch shortly! We offer everything from Front of House PR services for runway shows to casting management and event planning/production. We can also help to connect you to event producers for runway and trade shows and give you honest feedback on the right fit for you.
Model Casting: The Riviere Agency
We have a team of seasoned fashion photoshoot producers that can produce your next photoshoot or lookbook. Why hire a producer? Having someone produce your photoshoot for your lookbook or line sheet can often be the same or less expensive than trying to manage the shoot on your own. Our agency is able to secure preferred and discounted rates of many aspects of a photoshoot that typically covers our production fee. Hiring a producer for your shoot with experience and knowledge of what photographers, models and locations are available in your target budget, ensures you are making the most of your budget for one of the most important aspects of any fashion brand. It can also save you time researching to find photographers, models, hair and make up artists, stylists and locations and more time negotiating with each third party vendor. A producer also knows the ins and outs of pulling permits, location fees, model and photographer releases. To see first hand how we work, check out the video above from a recent photoshoot we produced.
Each year we get approached by numerous brands wanting to plan an event for Art Basel. We always start the conversation with the question, "What do you want to achieve from this event?" We ask this question because Art Basel is an oversaturated week full of brands trying to capture peoples attention and the large budget events with paid celebrities and expensive activations tend to win out. There can be some benefit to getting involved in Art Basel festivities, but it is really important to analyze the goals and motivation behind the desire to participate. For fashion and beauty brands especially, the goal should be to build brand awareness and generate some content that will come in search for Art Basel as an SEO play and also to demonstrate the "cool factor" that your brand was involved with the week.
Expecting big sales from pop up shops, tons of media coverage of your fashion show or an event full of bloggers may not be realistic unless you are partnered with a big name marquee brand, have an incredibly unique event planned or have guaranteed attendance from an in-demand celebrity.
Zkipster, an app that PR pros use to manage guest lists tracked the check in rate from this year's Art Basel (2015) and the attendance rate was 39% for events held on Miami Beach close to the main art fairs and 29% for events held in the design district. These are really low numbers and the agency you work with needs to understand the market and have a firm grasp on this. If you are not serving free alcohol, your attendance numbers will be even lower. What does that mean for you as the client? If you want 100 people to attend your event during Art Basel, you will need between 250-300 RSVPs and closer to 400 if you are not serving free alcohol.
When you are researching to find an agency to help you plan an event for Art Basel, it is incredibly important to find an agency that really understands how the week works and make sure you find the right fit for your particular event. There is not a one size fits all agency and many agencies in Miami have local contacts, but don't have national and international contacts. Many NY agencies may have national and international contacts, but may not have a strong list of local contacts. Our agency is very careful to only take on projects that align with our area of expertise and where realistic goals and expectations are set. We have been involved with Art Basel and had an office in Miami from inception, so we know how the week has changed and evolved and have a very strong handle on what to expect. If you are looking to plan an event for Art Basel and are looking for a PR firm, consider an hour consult with us, where we help review your plans, give you ideas on ways to amplify efforts and conserve costs and tell you honestly whether we are the right fit for your brand's activation plans.
We have met and consulted with literally hundreds of swimwear and resortwear brands over the years and one of questions we are often asked is, "When is the best time to start PR?" When you are working with a seasonal product like swimwear or resortwear, there is a shorter window of really great press opportunities, so it is important to know the timeline with seasonal products. Most of our swimwear and resportwear brands work with us year round as we bring them incredible marketing, sales and other opportunities year round. However, primetime in terms of media for swim and resortwear is November through July. In November, our agency begins planning out the story lines we will be pitching to editors for Summer books and in December we start meeting with editors from top tier publications to show them our client's 2016 collections and learn about what they will be working on for spring. We kicked things off early this year with a meeting at Women's Health today and are excited to meet with all of our favorite swimwear editors next month. If are a swimwear or resortwear brand and are considering engaging a PR agency, now is the time to do it! Many publications work on issues 4-6 months in advance, so if you start in November, you will be hitting the exact time when summer books are taking shape. We get so many calls from swimwear brands in March wanting to work with us in the hopes of getting press in major magazines and by then it is largely too late for major print publications. We can still secure amazing press with online publications, newspapers, TV, etc, but if you are hoping to be considered for placement in major national magazines, you really need to have secured a PR agency by December and January at the absolute latest. So, if you are a swimwear or resortwear brand looking for PR or thinking about hiring a PR or marketing agency, now is the time to find the right fit. If you would like to learn more about our services and get a pricing menu, reach out to us here.
Working with a PR agency is truly a team effort. We have found the more our brands treat us as a member of their team, the more effectively we can secure amazing results from our clients. Here are four things you can do right now to help your PR agency get better results:
1. Make sure your agency has a set of samples of both current in season items as well next season's samples
Our agency caters to fashion brands and part of our commitment to brands is maintaining a showroom that also acts as our office. We open our showroom to editors, stylists and bloggers for pulls from brands that provide us with samples and we go above and beyond to ensure editors, stylists and influencers actively pull from our brands. We will make an appointment on the weekend for a stylist or editor pull. We have even run samples to a few editors on set. When we begin working with a new client, we meet with them in person or via phone to discuss the best strategy for samples and determine what should be kept in our showroom. We are fashion industry veterans and get the entire fashion process and costs involved, so we know a sample is much more expensive to produce than the garment will be in a production run. It is this deep understanding of the industry that allows us to help designers determine the best samples to keep in our showroom based on your costs and what we know editors and stylists will respond to from your collection. The key is to plan for at least samples to be kept in your publicists showroom. If your PR agency doesn't have a showroom, they may still send samples to stylists or editors. Not having samples limits the amount of exposure your brand gets with editors, stylists and bloggers. Remember, frequency of exposure is an important element to converting a pitch into a pull and eventually a placement, so every time a stylist or editor comes in for a pull they are getting exposure for a pull. The other benefit is that we can respond immediately to last minute requests from editors. Fashion editors often have last minute pull requests and when we can show them items we have available for "IMMEDIATE PULL" it helps to increase chances that they will use your brand's product.
Planning for PR samples is a key element to providing your PR team with the proper tools they need to succeed. If cost is an issue, discuss this with your PR professional and determine the right number of samples to leave in the showroom.
The Riviere Agency
Find out what is new and noteworthy at the Riviere Agency and pick up some tips for marketing and PR for your fashion, jewelry, accessories, beauty or lifestyle brand.