Text: Dariga Masenova NOT ONE FASHIONABLE BRAND IS NECESSARY WITHOUT THIS “FACTORY KEY”, ABLE TO SELL Practically EVERYTHING. WE HAVE MET WITH EIGHT FASHION PRISERS IN DUBAI TO FIND OUT WHAT THE FASHION COMMUNICATION WORLD LIVES.
The PR profession is a way of life. The main purpose of a PR specialist is to cause a stir in the media around a particular brand. In the language of the Internet - create a "maximum repost". And although their main goal is not high sales, competent PR contributes to the "common cause." Specialists in the field of fashion PR, working with brands of fashionable clothes, convey to the consumer through the media, such as gloss and the blogosphere, the brand’s position in the market, information about its status, image and pricing policy. Their goal is to show the customer in the best possible way. And sometimes the situation requires a "blast wave", and here the most creative tricks are used.
The brighter the project, the stronger the resonance. In April 2015, the Kenzo team launched a capsule collection for the Middle East. The interest of both reputable editors and fashion bloggers and buyers was helped by an unusual public relations campaign with the trendy double-decker bus Kenzo Fashion Bus, painted in blue polka dots, which was driving around the streets of Dubai. Everyone started talking about the mobile showroom on wheels - 282 posts appeared on Instagram with the hashtag #followtheKENZObus in a couple of days, which is a good indicator for one local PR campaign. As a result, increased sales. Another news item that caused a real “storm” in the Middle East was the recent visit of Lanvin House creative director Albert Elbaz to Dubai. Designer's visits "work." The PR campaign included coverage in a prestigious gloss, “teasers” on social networks and, of course, a VIP evening with the designer, during which a fashion show with international models took place.
Dubai has its own specifics: it is social networks that play a huge role in PR strategies, as people respond faster to information on Instagram and Facebook. Each post on the official account of the French House with the hashtag #LanvinDubai collected at least 5500 likes. By the way, designers such as Elbaz, Nicolas Geschierre for Louis Vuitton and Victoria Beckham, lead the pages themselves, thereby attracting even more subscribers - an example of authentic PR. The luxury segment in Dubai has a special approach to the customer. Nina Shibli Shamlian in the past was engaged in a PR campaign of one famous brand of Swiss watches, which received the Golden Campaign of the Year award.
The current PR muse and co-founder of Quse Qommunications agency believes that personalized shopping works best in the city. "This method" catches "customers, and most importantly, develops brand loyalty." Darina Grant, the leading Ralph Lauren account in the Dubai office of the Havas PR agency, advises the client to immediately set realistic goals when planning a public relations campaign. "This is one of the most powerful and effective methods of promoting a business. Many forget the expression:" Advertising is what you pay for, and PR is what you pray for "(" If you pay for advertising, then you pray for PR "- Note. Ed.), "says Grant. Talented specialists understand how much PR is needed. The number of published materials in the press does not always guarantee their quality.
If a PR man was able to get an excellent article about a brand in an elite glossy magazine with interesting topics and objective criticism of the editor, then this is much more valuable than a few “snippets” of information from site news or “items” (in the jargon of typesetters, “item” or “product placement”, - this is a static element of the collection, for example, shoes shot on a white background. - Note. ed.).
However, depending on the country, the specifics of the market may differ sharply from traditional methods. Emma Norstrom, senior manager at Havas PR, leading brands such as Donna Karan New York and DKNY, believes that in the UAE, the main vehicle between the brand and the buyer are people who influence the fashion environment, such as star editors, bloggers and designers.
"It is very important to choose the right person who is ideally suited to the brand philosophy. Dubai differs from Stockholm where I come from in that we are very careful in choosing this choice in Europe, because there is a danger of" spraying "the value of the House. In Dubai, it’s often the number of subscribers to a page is a more determining factor than its content. "
There is a spectrum of the main "commandments", practicing which, a fashion PR gets invaluable experience. One of the founders of the Dubai-based PR agency The Qode, Deepes Depala, recommends carefully filtering information for journalists: "We respect the time of our colleagues and do not" attack "them with unnecessary facts, thoughtlessly sending out press releases. It’s better to spend better time get to know the editors, and most importantly, build strong relationships with them. "
As Dipesh noted, the PR man spends a lot of time talking with reporters, offering them interesting topics for content that meet the specifics of the magazine and the theme of the issue. Often, he is the lifesaver of fashion editors, helping them organize photo shoots, choose current collections and access to showrooms and boutiques.
The human factor is, perhaps, the foundation of success in the profession of a fashion PR man. Working hard on himself, his communication and expanding his horizons, he guarantees his career growth and authority in the industry. PR manager Stephanie Arrighetti, working with luxury brands such as Guiseppe Zanotti and Elisabetta Franchi, believes that communication between PR people and journalists should be closer. "I am friends and communicate informally with most of the people I work with. I sincerely do not understand those who communicate with key people in the industry only by mail, without even knowing them in person." Since PR acts on the consciousness of the consumer, it requires a very subtle approach and professionalism. You need to pay attention to the smallest details and protect your reputation. "We have an old saying:" The word is not a sparrow. It will fly out - you won’t catch it. "The PR world is merciless. Therefore, you should always monitor your speech and manners," Darina Grant shares.
“Nothing annoys me like a non-specific“ pitching. ”But the worst thing is when PR people make grammatical mistakes, especially in the names of brands or products. It's just nonsense!” - says Rani Ilmi, PR director of the Z7 Communications brand agency net-a-porter.com, Salvatore Ferragamo, Victoria Beckham and others. Young professionals need to constantly educate themselves on design, fashion and art history, biographies of designers and key figures in the fashion business. “PR specialists have a unique opportunity to observe the entire industry as if from behind the scenes. Use this knowledge to explain to the fashion editor how interesting the product is,” Ilmi advises. Her colleague, Keira O'Shey, adds: "When working with clients, don’t promise them golden mountains, even if you are short-footed with all journalists and bloggers. Realistically evaluate yourself, don’t be arrogant and try to overfulfill your plan."
The best "school of survival" for a fashion PR is Fashion Weeks in the main capitals of the world: New York, London, Milan or Paris. Halya Al Assad, who works with the Oscar de la Renta House, considers visits to fashion shows mandatory: "Fashion Week is a real test of stress resistance and professionalism."
The PR job is incredibly interesting, and it gives good results: top agents earn an average of $ 10,000 per month. This work is entirely based on personal relationships, especially in the Middle East, therefore, choosing it, you need to learn professional endurance and enormous patience.
