Fashion
is undisputedly one of the world’s most lucrative industries with a
whopping value of $2.56 trillion as of 2010, according to the 2013
Global Apparel Market Report. Sustainability advocate TreeHugger
posits that if everyone on Earth were to own no more than a pair of
pants and a shirt, that would still amount to 14 billion articles of
clothing. Business information agency MarketLine reports that with
the womenswear market expected to hit $621 billion this year, the
fashion industry has nowhere to go but up.
Competition
in the fashion industry is, to say the least, tough. To increase
their market share, top clothing brands need to increase exposure—a
task typically entrusted to capable fashion publicists. When it comes
to fashion PR, managing brand exposure entails two things: enhancing
the positive and keeping negative publicity under control.
These
days, optimum brand exposure means more than appointing brand
ambassadors known for their exceptional style; the publicist ideally
has an eye for style as well. Publicists, after all, are expected to
attend high-profile events and as such should be able to represent
their clients competently. To establish a firm foothold in the
industry, fashion publicists must walk the talk, so to speak, and
uphold a positive image consistent with whatever brands they
represent.
Trends
come and go, and opportunities abound for budding talent to emerge.
With so much at stake, fashion PR practitioners must know how to
combine business savvy with superb project management and
interpersonal skills, passion, and personal style to stay on top of
their game.
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