The Future of Fashion PR & Communications: How An Aspiring Designer Can Profit From It.
Step into the future of fashion PR and discover how to make it work. Explore insights from TikTok's impact on transparency to the resilience of influencer brands. If you’re an aspiring designer, here are the keys to capitalizing on this dynamic landscape and successfully launching your brand.
In an era dominated by rapidly evolving digital platforms and the ever-expanding influence of social media, the world of fashion PR and communications is undergoing a profound transformation. Aspiring designers entering the industry must navigate this dynamic landscape to ensure their brands not only survive but thrive.
Let's delve into some key insights to shed light on the future of this crucial aspect of the fashion industry and explore its significance for emerging designers. If you can successfully navigate this evolving landscape, your brand will have a better chance of success.
TikTok's Dramatic Impact on PR Strategy - The Era of Transparency:
TikTok, the viral video platform, has disrupted traditional public relations strategies. It has demystified the behind-the-scenes processes. Consumers now possess a heightened awareness of marketing tactics.
This leads to a dramatic shift from the traditional spin to a more transparent approach. As Janie Karas, co-founder of influencer agency 28 Row, notes, “the younger generation can easily discern advertising efforts”. They can spot an advertising message from a mile away. If your content is not honest, it will be ignored.
For aspiring designers, this amplifies the importance of authenticity. It is important to use genuine storytelling in all brand communication strategies.
Evolution of the Chief Marketing Officer: A Holistic Approach to Marketing:
Chief Marketing Officers (CMOs) are no longer confined to overseeing advertisements. Their responsibilities now extend to maintaining digital presence and orchestrating live events.
This evolution emphasizes the need for a holistic understanding of the business. It includes product knowledge, channel strategies, and supply chain dynamics.
Aspiring designers should recognize the expanded role and importance of marketing leaders. They need to cultivate a comprehensive business understanding to effectively navigate the intricacies of the fashion industry.
Instagram's Threads: Exploring New Avenues:
Instagram's Threads was launched as a troll-free alternative to Twitter. It has garnered attention but is still in the exploration phase for many fashion and beauty brands.
For aspiring designers, this presents an opportunity to assess the platform's potential and strategically position their brands within this evolving space. Christopher Douglas from Billion Dollar Boy aptly describes the current state as brands "sniffing around". This highlights the importance of cautious yet proactive engagement. Start small and if it works, then scale up.
Influencer Brand Resilience: Lessons from Danielle Bernstein:
The story of Danielle Bernstein's, WeWoreWhat, illustrates the resilience of influencer-founded brands. Despite facing challenges, Bernstein's connection with her followers has sustained her brand.
Aspiring designers can learn from this by recognizing the significance of authentic connections with their audience. It is essential to understand that brand loyalty is cultivated through genuine engagement rather than fleeting trends.
Luxury Brands and Athletes: A Strategic Partnership:
Luxury brands are increasingly collaborating with athletes to enhance brand image and tap into their fan base. For aspiring designers, this signals the importance of strategic partnerships that extend beyond traditional fashion circles.
Stella Song, of Socialight, emphasizes the transformation of sports star followers into potential brand enthusiasts. This offers a valuable lesson for designers seeking to broaden their reach. Athletes can be very positive personalities and influencers.
Their followers can be converted into your followers. It is important that the athlete you partner with is genuine and honest and the message is authentic and not simply an advertising pitch.
Chief Brand Officer at Ganni: Crafting a Unique Career Path:
The journey of Priya Matadeen, Chief Brand Officer at Ganni, underscores the importance of identifying thematic "red threads" throughout one's career. A “red thread” helps you label the importance of your experiences and define what is important to you.
Aspiring designers can draw inspiration from Matadeen's diverse experiences. She leverages many transferable skills to navigate different creative disciplines.
This has created a unique and impactful career path for her. Your own experiences have shaped you, and it is important to utilize your experiences to capitalize on the various creative disciplines. If you have no applicable experience, that signals an area where you may need help.
Influencers in E-Commerce: The Rise of LTK:
The LiketoKnow (LTK) app has grown into the world’s largest contextual shopping app. It provides audience analytics and sales data to help you understand the products and brands your audience is buying.
The app has played a key role in transforming how shoppers purchase with confidence by offering unprecedented convenience, accessibility, and data-driven personalization to drive discovery, curation, and brand sales. It drives billions in retail purchases through influencer-driven content.
This signals a shift in the role of social media from community building to entertainment. Aspiring designers should recognize the changing landscape and explore innovative ways to collaborate with influencers. If you can understand that social media is now primarily an entertainment platform, you can create compelling content that entertains as well as sells.
Condé Nast's Workforce Restructuring - Embracing Change:
Condé Nast's recent decision to lay off 5 percent of its workforce highlights the industry's need to adapt to external changes. If you are an aspiring designers, the lesson from this is to remain agile and be prepared for shifts in the fashion media landscape.
If you can focus on areas you can control, such as building direct relationships with your audience through subscriptions and e-commerce. Your brand has a much greater chance of building brand loyalty and attracting a larger customer base.
The future of fashion PR and communications demands adaptability, authenticity, and a deep understanding of the evolving landscape. If you are a start-up launching your new brand, you can navigate this changing terrain. By embracing transparency, cultivating comprehensive business knowledge, exploring new platforms, building authentic connections, and seeking strategic partnerships, you can become proficient with the content and platforms that work for you.
By leveraging influencer collaborations and remaining agile in the face of industry shifts, you can optimize your PR strategy and make it work harder for your brand. By staying attuned to these insights, start-ups and aspiring designers can position themselves as the new leaders in the dynamic and ever-evolving world of fashion.
What’s your breakthrough fashion concept? If you feel you have an idea that may have some promise, schedule a free strategy call and let's talk about it. You may have discovered a niche and a fashion product that could become a successful start-up and the fashion business of your dreams.
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About the Author
Fashion expert, Allison Howmann, graduated from the Fashion Institute of Technology where she majored in Fashion Design and Minored in International Trade and Marketing. She has spent over 6 years in the NYC Fashion Industry utilizing her Design and Marketing skills. Allison has worked with several successful brands to help create their winning fashion development, small business operations, and sales and marketing strategies. You can find her creating original content on the V.Mora blog and the V.Mora Instagram.
