Monday night saw the Vauxhall Fashion Scout PR Mentoring Event at the Beach Blanket Babylon in Shoreditch. With a fantastic talking panel consisting of Pandora Lennard from Tank Magazine and Graeme Gaughan from IPR joining our Director Martyn Roberts, the evening was a phenomenal success.
For those of you who weren't available to attend - you can copy our notes...
Speakers for the Evening:
Lennard is a well-established London based freelance stylist. She joined Tank
in 2007 where she has now become Fashion Editor. Contributing to Fashion Editorials
as well as working on Production, Casting and Events. She
also contributes to work as a freelance stylist and has collaborated with
brands including Liberty, TSEsay and Gstar.
looked fab on the night with her cool quirky style!
Greame Gaughan, Communications Director at IPR explained to us that he has a different perspective on PR! IPR
is a Fashion, Lifestyle and Events Agency that specialises in building brand
profiles and supporting new designers. Their expertise lie in delivering
stand-out Editorial, product placement, creative marketing, event management,
brand development and sales consultancy.
The evening's topics centred around PR- how to find it, keep it, and perhaps most importantly- make it benefit your brand...
makes a Designer stand out to a PR agency?
all about that first impression. When you first contact an agency, you need to
get their attention immediately. You want them to stop and think, hang on a
minute, this designer looks good!
to do when contacting an Agency?
need to come across professional, Use a professional e-mail address (NOT for example email@example.com)
spell the companies or person you are contacting name wrong.
who you are, What you want and are looking for
visuals is the best way to get attention. Send a Pdf file of your work or
within your email.
- Give some information about your collection- an agency wants to know what your
collection is about- inspirations, garments, construction, etc.
a Personal Profile...
profile is a piece of text all about you. For example who you are, where and
what you studied, and what you want in the future. An agency wants to know
about about you.
well as coming across professional, it is also important that you are bubbly
and friendly. It is just as important
that you get on with the people you will be working with.
look-book is a something all designers should have!
Do! Keep it
simple, clean, and professional. Make sure every image is clear; The reader
needs to be able to see your garments clearly.
Don’t! Feel the need to include backgrounds such as Forests, Churches, Plants: they have seen
this all before. Unless this really fits in with the theme you are going for,
it just over complicates the image, drawing attention away from the garment.
They need to be able to pull the image away from the background..
- We're in the age of technology, people- All Designers should have a website!
They only need to be simple. A profile about you, pictures of your collection,
and a contact detail. Don’t over complicate things.
is also a great way to let people know whats going on. When using Twitter, make it
about you and your brand, not about what you’ve had for breakfast!
always good to know Fashion Editors and Directors, these are the people that
are going to help you in your career and get your garments out there.
out who the editors are of the Magazines you like and can see your garments in.
media are always looking for a new story, something that grabs their attention,
that has a twist. Something that is going to attract their readers; a designer
opening a new shop, going with a different stockiest, collaborating with
another designer, a new name, a launch.
are much more likely to go for a story if it is exclusive. The media want to
know they are going to be the only one that are going to get the story and them
you're sending in a story to a Magazine, Newspaper, etc, make sure the ideas
you pitch are up-to-date. You need to get as much information out there in a
short space of time, and make sure everything you send in reflects your brand.
its not a case of someone not liking your collection, its that they just don't
have enough room in the magazine. A lot of the time the editors have a limit of
who they can and cant conclude. A
handy tip- when sending your garments in for these shoots, try and send as many
separate garments as you can. You won’t always get a full length photo, but if
your garment can be used for a smaller shot, thats great!
a business partner would really help you free up some time to concentrate on
your designs! It’s hard to juggle everything; you as the designer need to put
your time into the talent that has got you this far... Let someone else worry
about the money, Press, etc.
is very well getting interns to work for you, but you need a partner that is
experienced and knows the industry.
- Get Editors and people within the industry wearing your collections; this is a great way to get free publicity. Loan people your clothing, see if they want anything specially made (theres a lot of money in this). You could even ask for photos of them in these garments. This will definitely help you become more well known, without breaking the bank!
- Never send photos or collections to anyone without knowing who they are. You need to know who they work for, because believe it or not, people won’t always be who they say they are. A letter or email should have a letter head, with the Agencies name and details on. Make sure you get their name and who they work for. If you have doubts then contact the agency and ask if they have this person working for them.
sure you know what you're products are being used for before you send them out,
you want to make sure they are being used for the right thing; does this fit in
with your brand?
lot of the times your garments will come back damaged. It is advisable to put a
disclaimer and loan agreement form with these for the other party to sign. Don't be scared to invoice a company if there are damages to your garments.
sure you describe your garments in detail when you send off the garment list,
you don’t wan’t another designers collection back! You could also take photos of your garments before you send them off.
your garments are especially fragile, make sure the company knows this before
hand. It also might be best that you hand deliver these, as couriers tend not
to be very careful. It
is also an idea to ring up the company when they receive it to make sure that
everything got to them in one piece.
the PR Agency right for you?
are 2 different types of PR...
Productive PR - The type of PR
that really puts you out there, pushing for your garments to get recognised. A PR that is interested in
you and that shares your passion.
Proactive PR - This is the type
of PR that will just send out an email, and stick you're clothes on a rail. You
need to watch out for this, make sure you know what you are getting from the
Agencies offer different packages, so make sure you know about these, and that
the one you have chosen is right for you.
sure the PR agency knows the look you are going for. Don't jump in there, shop
around. Look into all avenues. Don't try and be something you're not.
A big thank you to everyone who was involved - Graeme and Pandora, who were fantastic speakers and The Beach Blanket Babylon team, together with the Mayor of London for giving us the opportunity to hold his event.
Written by Janelle Kinsey