By Joy A. KennellyCrosby's created an online fashion trend magazine called PRCouture which explains the trends, insights and tools of fashion. 6 Digital Fashion PR Trends It's crucial now to understand all the places you have to market yourself. Brands as publisher Retailers are becoming publishers and publishers are incorporating retail shopping. H & M and Forever 21 are good examples as is Lucky Brand. They're all making an interactive concept beyond the blog. The blog is key and retailers are inviting fashion bloggers to blog on their brands. Ex eat, sleep, denim What I Wore did guest blogging to launch Loft and re-blog is reaching out to other sites. This is fabulous for bloggers and companies. She says there's a huge pool of fashion bloggers, myself included, who would love to write and extend the value of the post across numerous online networks. Shop Manhattanitites.com is a great example. The New Professional Brands are using Look Book to create contests to develop new ads, in-store experiences, and using bloggers as fashion models wearing their clothes. (She's speaking so fast please excuse any miscommunication, she's great!) Style bloggers were having their images used by brands and there was no opt and the only ones who benefited were the brand, not the bloggers since there was no link back to the original blog content. The blog is key and retailers are inviting fashion bloggers to blog on their brands. Ex eat, sleep, denim What I Wore did guest blogging to launch Loft and re-blog is reaching out to other sites. This is fabulous for bloggers and companies. She says there's a huge pool of fashion bloggers, myself included, who would love to write and extend the value of the post across numerous online networks. Shop Manhattanitites.com is a great example. Experience drives relationships
Fashion Bloggers are now looking for unique experiences to create loyalty and stories about your product. So true! I hate receiving a press release and images from a publicist asking me to write for free because as a marketing professional I have a lot of added value that the average blogger doesn't and blogging takes a long time to accurately offer high SEO and proper info. Social shopping Crosby's talking about incorporating bloggers and others into extending your brand and reaching out to Facebook, Twitter, YouTube etc This creates real-time marketing like what Levi's did. People appreciate why brands are good for them, and that's why brands are incorporating how your friends like the styles, creating live chats to help someone make an educated decision, and incorporating Facebook "like" button to drive traffic to the brand. Providing opportunities for the consumer to interact with your brand and then you plan your products according to what customers actually want. Twig, launching soon, which will feed to Facebook, MySpace and Twitter. Local vs global Brands are negotiating the balance between global message compared to local strategic outreach. Gap has created a special section in their site that's focused on an area. Beauty brands are doing it too, like Lush, to make it more relevant and keep the experience of value. Interesting concept. Check out GapCanadaPR - some brands are cross-promoting across global and local outreaches to keep the viability of the brand and make content pertinent. The fashion film
Now this I get. She says many are creating short fashion films to tell a story about the brand. I've seen this at numerous events and Crosby saw it at the LaJolla Fim Fest. She considers it a beautiful and powerful way to showcase the fashion and tell the vision of the brand. I believe BMW does this already. Crosby says the films she saw were 3-8 minutes in length and some were about the definition of the brand, some were how the filmmaker used the designer, and some were abstract or experimental, or simply a story in time. This is a brilliant way to create a viral tool. That's what a recent designer (Dolce Gabana I believe) did with models playing a soccer game wearing the designs that my Stylist friend, Alejandro Pereza, styled.
Very cool. Crosby thinks the breakdown of the wall between designers/brands and real people creates the opportunity for how things are actually worn by people. Showing real content out of the showroom and having it seen in the real world. Crosby has a great section on her site called, Show Me the Pretty, where people can ask questions that are circulated to 25 PR professionals for their perspective. I think she's brilliant and highly suggest checking out www.prcouture.com. So glad I came today!
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