Press placements in glossy magazines don't drive sales like they used to. The internet, blogs, online media outlets like Refinery 29 and social media have revolutionized the way consumers make choices about the products they choose to purchase. However, a placement in a glossy's gift guide can still be a golden nugget for a brand and that is why we book desksides with major magazine editors every summer for our clients. The placement we secured below in Cosmo Latina for a client stemmed from a summer deskside. We continued to follow up and check in with the editor, and in October, the editor called in a sample for the gift guide shoot. Any good Fashion PR agency knows that summer is a critical time for a brand as all of the major magazines begin to work on their holiday gift guides. While other agencies are sun bathing in the Hamptons, we are putting together our holiday gift guide and traipsing from one editor's office to another with our client's products in tow. So, as you narrow down your list of fashion marketing and PR agencies, we recommend that you ask them what their summer plans for your brand will be....
This week, we were featured on the Group High blog in an article on hosting blogger events. We were asked to talk about one of our most successful blogger events, the opening for Touch Boutique. We felt honor to be in such good company with brands like Pizza Hut. The article gave some great tips for working with bloggers....check it out here.
Each editorial placement has different value for a brand and it is important for a fashion PR firm to understand the value points of a placements and covey this value to their client. This is one of many areas that sets us apart from other fashion PR agencies. Because we are an integrated marketing agency and assist fashion brands with everything from lookbook production to sales and ecommerce along with press placement, we really understand how an editorial placement can be used by a brand to help the bottom line. Check out the online placement we secured for one of our swimwear clients, Toxic Sadie. What is great about this placement is the other brands included in the feature. The placement positions Toxic Sadie in the same realm as other more established brands that are buzz worthy, Le Tarte and Wildfox is a great coup for an emerging brand like Toxic Sadie. This press clip will be a great tool for Toxic Sadie to show buyers to demonstrate the positiion of the brand in terms of price and styling. As an added bonus, the brand's sales team can reach out to stockists for Le Tarte and Wildfox and use the press mention as an intro to get a foot in the door. Here is an example of a good intro email to one of these stockists:
"We wanted to reach out to you and see if our swimwear line might be a good fit for your store. The line is called Toxic Sadie and is in its third season. Ocean Magazine recently featured our brand in a trend story with a brand you carry in your store, Wildfox and so this prompted us to think that our brand would be a good fit with the other lines you carry. Here is a link to the feature.
Toxic Sadie is based in Miami and is made in the USA. We have been featured in the Sports Illustrated Swimsuit edition as well as other publications. This fall the designer will be featured on MTV. Attached find a lookbook and pricesheet. I would love to hear your feedback.
I will check back in a few weeks to get your thoughts on the line and see if it might be the right fit for your store. Thanks for your time."
So, the next time you get press coverage for your brand, think of how you can leverage the coverage to generate sales, find new opportunities and grow your business.
One of the things that makes us so unique, especially considering that we are a small boutique marketing and PR agency, is the fact that we secure international placements for our clients. The great thing about securing international placements is that is opens up new markets for your brand. The key to obtaining international placements when you don't have international stockists is having an e-commerce channel of distribution with international shipping. Check out this placement we secured for Hayden Harnett in Canada's Cineplex magazine. Hayden Harnett sells via their website and ships internationally, so we were able to score this great print placement for them featuring products from their first men's collection launched this year. This will be a great feature to show potential Canadian buyers and potentially secure some new accounts with Canadian retailers.
Running a contest or sweepstakes can be a great way to generate buzz, increase social media following and generate awareness for your brand. It is important to comply with legal regulations and navigating the legal waters can be tricky, but these tips should help you run your contest with relative ease.
First of all what is the difference between a contest or a sweepstakes. A contest is something where the winner is chosen based on merit. For example, a design contest or choose the best items for the perfect beauty routine. Sweepstakes winners are chosen completely by chance and each entry must have the same weight. Everyone must have equal chances of winning and be chosen at random.
The most important thing to remember is that you must conspicuously display the rules.
Official rules must always include:
There are a number of contest management apps and sites that can help ensure that you are complying with regulations and make life a whole lot easier for you. Here are a few of our favorites:
**Disclosure: The above blog post does not constitute legal advice.
Louis Vuitton has a crowned a new king! Nicolas Ghesquière, former creative director of Balenciaga, has been revealed as the brand's new artistic director of women’s collections, effective immediately. Ghesquière will show his first collection for the LVMH-owned luxury brand at fashion week next March.
Ghesquière spent a total of 15 years at Balenciaga, a once ailing womenswear house which he transformed into one of the most forward-thinking luxury brands in the world (and the most exclusive and sought-after ticket at Paris Fashion Week). Ghesquière was known for his deep and complex vision, sculptural tailoring and use of ultra-modern fabrics. The designer broke up with Balenciaga one year ago, after a dispute with management over the direction of the house. He had all but disappeared off the fashion radar until today’s announcement.
So what does this mean for the brand? Well, for starters this could be a sign that they plan to shake things up and try to inject a little more sass and edge into the brand. in recent years, sales have slowed as consumers has grown tired of the "in your face" LV logos, in part, due to the rampant counterfeiting of the brand's accessories. The change is also a great move from a PR perspective as the Louis Vuitton Fall 2014 collection runway show will now be the most highly anticipated show at fashion week. If the Louis PR and marketing team is smart, they will capitalize on all of this inevitable buss with a huge social media campaign and perhaps even a contest where a mere mortal can win a coveted ticket to the show. They should create a set of hashtags now for the discussion on the speculation #LVMHnewdawn #LVnewdawn #LVnewleader and release some teaser sketches and interviews to key media outlets as "exclusives."
A change in creative direction for a brand is always an opportunity to garner press and buzz for the brand and there are lessons from Louis Vuitton's changing of the guard that smaller brands can take into account. Building a fashion brand requires the ability to be flexible and change with the trends and the needs of the consumer whiles staying true to your own core identity. We recently worked with a new boxer brands that had a bit of an identity crisis. The designer had great ideas, but could seem to strike the right balance between her own aesthetic and consumer trends. We provided in-depth consulting and coaching to help her define her consumer. Once the designer began describing the customers who purchase her products, we realized these customers would love to see a collection that is more niche, more in tune with the designers own preppy aesthetic. We urged her to use more unique fabrics and embrace the other branding elements she had created such as a theme in naming the styles. The silhouettes and fabrics should match the branding and she needed a logo that had a stronger brand identity. Over the last few months these changes have been underway. We recently saw the newest collection and it is the perfect balance. The moral of the story: when a brand has an identity crisis of any kind, this is an opportunity to develop a marketing strategy to capitalize on changes made.
What a way to start our November....with a feature in Bella NYC of our client, Style Room NYC Shopping Tours. One of our favorite things about being a fashion PR and marketing firm is getting our client fab placements. We pitch high and low for our clients and secure everything from online to print placements and even tv. We are pleased as punch every time we score a placement for a client and this placement for Style Room is no exception.
The Riviere Agency
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