If you’re a fashion designer or work in the retail industry and you’re looking into fashion PR representation then let your next few minutes become a ‘no chat zone’ and read this before you take the plunge.
Firstly, you’re probably asking yourself…
‘Should I go with a Sydney fashion PR agency over Melbourne given most of the Australian fashion media are predominantly based in Sydney?’ And, ‘Does the PR agency need to have a fashion showroom?’
Quite simply the answer to both of questions is no.
It’s not necessary to have a media showroom in Sydney to secure awesome product and editorial placement on the pages of fashion magazines. It’s more important to choose PR representation with an agency that you connect with and who can facilitate meaningful and compelling editorial. Most businesses these days are transcontinental and globally connected; making the location almost irrelevant.
Most fashion media are far too busy to be visiting showrooms every other day and they appreciate relevant and personalised product updates delivered straight to their smartphone or inbox from people they trust.
Yeah sure, it can definitely come in handy for fashion editors to have a perennially available sample showroom in their city to pull product from on a whim. But editors are time-poor and for the time it takes to whack on the flats, exit their building, grab a cab to a neighbouring suburb and select and transport product; it’s often easier to have the courier deliver it to their studio.
Based on results, we know that it’s just as effective to set up a purpose-built showroom and transform a space into a pop-up shop at pre-season product selection times. New season collections can have a much higher impact on media when they’re delivered in a unique and memorable way.
Excellent editorial results are based on long-standing relationships, trust and connecting the right fashion editors and stylists with the right product in the right way at the right time. And based on this method, tremendously powerful editorial results can be achieved without a showroom or office bolted to one city.
If you’re going to delve into the vast and thrilling world of working with a PR agency then we reckon there’s a lot to be said about going with the PR agency that you get some serious ‘mabo‘ from; regardless of location. After all it’s all about being globally linked with your community wherever you are in the world.